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China - AARM

In China, Ad Platforms Are Bypassing Media Buying Agencies

By Advertisers, Advertising Agencies, Marketing Accountability, Media, Programmatic Buying, Trading Desk No Comments

big dataInteresting article from Digiday profiling the fact that advertisers in China, seeking more transparency, are moving budget dollars from agency trading desks to Baidu, Alibaba and Tencent (BAT).

Not surprisingly, the agency community is a little less supportive of this approach due to the lower margins affiliated with BAT (i.e. 5%) versus the 50 percent earned from their trading desksRead More.