WFA benchmark on In-housing Digital Media, from an agency point of view
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- A WFA member has been seriously considering in-housing their programmatic media and social/search.
- This accounts for 50% of their current media agency’s revenue in some markets.
- The member recognises that this move could disincentivise agencies, both now and in the future.
- WFA was asked to reach out to agencies to understand how this would impact relationships from their perspective.
- No client or agency names were mentioned.