Digiday+ Member Article

At the Digiday Programmatic Media Summit in November, we sat down with 78 industry leaders from across the country and discussed hot topics in the industry. Check out our earlier research on the state of the agency world here. You can also learn more about our upcoming events here.

Top findings:

  • Almost half of respondents, 47 percent, are moving key product functions in-house rather than using an external vendor.
  • The two biggest reasons companies aren’t moving more product functions in-house are internal talent and the prohibitive costs of such efforts.
  • While still the minority, programmatic private marketplaces are becoming more common. Ten percent of companies run between 76 and 100 percent of their programmatic sales through a PMP.
  • Ninety-seven percent of respondents said they plan to increase the amount of programmatic sales done through a PMP over the next year.
  • Despite the issues surrounding header bidding,  28 percent have not yet adopted server-to-server bidding.
  • Of those not doing server-to-server bidding, zero percent said it was because in-browser header bidding provided better revenue returns.
  • Forty percent admitted that managing multiple demand sources was their greatest header-bidding challenge.
  • Ads.txt has seen strong adoption. Over 80 percent report updating their inventory with ads.txt tags.

Publishers want to ditch vendors
Publishers are beholden to vendors they struggle to work with. The Washington Post’s Jarrod Dicker was blunt in his assessment of publishers’ use of vendors during a Digiday Slack town hall in May. “While it’s necessary to leverage outside tech, it’s actually insane how much dependence publishers had on third-party ad tech to drive their revenue. They forfeit too much control.”

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