Digiday Research: 60 percent of marketers renegotiated a media agency contract in the past year

Sixty percent of brand marketers have renegotiated contracts with media-buying agencies in the past 12 months, according to a survey of brand marketers conducted at the Digiday Programmatic Marketing Summit.

The results highlight the tumultuous relationships companies have had with their agencies in recent years. A bombshell 2016 report by the Association of National Advertisers found that agencies had been participating in a kickback system that syphoned off marketers’ ad dollars, and raised wider concerns over the lack of transparency in digital advertising.

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