These data from Strata and eMarketer tell a story that should raise concerns for mega-exchanges. They say that transparency is a real problem, that agencies cannot verify the source or the quality of the supply and they question its cost. To reinforce the point, they are voting with their participation: 13.2% fewer agencies are using programmatic buying according to this year-over-year view.
The lesson for exchanges: auction prices have to be revealed and agency fees have to be lower. Time for exchange 2.0: mPoint’s MarketPlaceTM. Source: eMarketer