Trend Towards Brand Trading Desks Seems to Have Stopped says Xaxis’s Moore


Many predicted programmatic advertising would lead to more brands building out in-house trading teams. Whilst some brands have done just that, the agency model remains strong for a variety of reasons, as David J. Moore, Chairman of Xaxis and President of WPP Digital, told attendees at TV Rise in San Sebastian. Moore said that having truly global scale was key in order to be able to localise campaigns, which is also an advantage agencies have over consultancies like Deloitte and Accenture who are increasingly competing for agency business on a variety of fronts.

New Video Frontiers, 19-20th October, 2016

 


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