Marketers are taking control of programmatic to increase transparency

Programmatic is changing the way brands buy media at a rapid rate, yet there are mounting concerns about a lack of transparency in the marketplace. Last month, Marketing Week columnist Mark Ritson argued that there is a “culture of agency kickbacks” within programmatic advertising whereby media owners or suppliers pay fees to media agencies.
He suggested that such kickbacks encourage agencies to buy media that does not align with their client&r