If you’re reading this article you don’t need me to tell you that pricing in programmatic has been a hot discussion over the past three years. Transparency has been top of the agenda: the WFA first reported in 2014 that 79% of advertisers were dissatisfied with the level of transparency in their programmatic buys, and this dropped slowly to 71% in 2016 – a long way to go to get full satisfaction.

A recent report from the ANA stated that 35% of brands have in-housed their programmatic activity in some form. This hasn’t been driven entirely by transparency, but it certainly has been a major catalyst.