Chances are you’ve heard about agency-side, a.k.a. “demand-side,” ad networks. What you may not have heard is how quickly agency holding companies are diverting their ad network budgets to these in-house audience buying units.
The major holding companies, along with some large independents, are now supplementing their clients’ media plans with targeted inventory bought directly on exchanges. Those efforts, nascent this year, are expected to accelerate in coming months.
via Agencies Break Away From Ad Networks – ClickZ.
