Marketers ‘need to cut out middle men and ask tough questions to clean up programmatic’
Tavokoli
The ad tech industry will undergo a “clean up year” in 2016 with more clients cutting out the middle men and taking services in house, according to Ooyala’s global head of ad tech.
Sorosh Tavokoli told Mumbrella marketers need to start pushing their agencies on the amount they are paing to publishers if the industry is to become more transparent.
“I think it’s very clear the brands need to take control,” he said. “They need to ask the tough questions, put their finger where it really hurts and push and push and pour some salt.
Man with vested interest in advertisers cutting out the middlemen advocates for advertisers to cut out the middlemen.
Hilarious. Like clients haven’t got enough to do. Despite the fact It would be prohibitively expensive for clients to bring these services in house, how do they expect to recruit, train and retain the best talent. Clients don’t have a clue about this space and the big agency networks do, and play a straight bat. SOX makes sure this happens. The people running the programmatic marketplace want scale to work with, not one clients budget. Good luck going it alone.
“…and play a straight bat”
..now that’s hilarious!