How all-programmatic-all-the-time media buying has reshaped marketing

Research by the Association of National Advertisers (ANA) shows that marketers have made significant progress in scrutinizing their media spending, but room for progress remains.

In just a matter of a few years, the entire nature of the media-buying business has changed, according to a new Association of National Advertisers’ (ANA) “Media Agency Compensation Practices” report.

“The use of programmatic media is now nearly universal,” the trade organization found, with 91% of marketing executives responding to an ANA survey reporting that they now have embraced some form of “automation of media buying and selling processes and decisions, enhanced through data.”

According to the report, “The 91% figure might seem high, but it is important to remember that as the digital landscape has changed...

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