Agencies are split on growth of programmatic ad trades, but not on importance

09/26/2013 | Adweek

Programmatic ad trading at agency desks represents about 5% of their overall business, according to executives speaking at an Advertising Week discussion in New York. The executives, however, were split on future growth, with Magna Global predicting that programmatic exchanges will handle half of the agency's business in a few years and a WPP's Xaxis executive saying it would climb to as much as 10% in two years.

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