The issue of brand safety has grown in recent time as concerns over what content your ads appear next to has sky rocketed. As a result, brands have become frustrated with online advertising and have responded by taking more control over how their audiences are targeted by beginning to bring many of these functions in house. The percentage of technology budgets spent in-house, for example, reached 63% versus 44 % the year before in the United States. The impact that this shift in budgeting will have on the value of media agencies will be resounding.
The study found that spending on digital marketing in the United States and Britain grew by 44% last year.
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