May
15
Does Your Agency Need Its Own Trading Desk? Campbell-Mithun Says Yes
Posted in: Uncategorized
Agency holding companies established trading desks to leverage their collective size and buying power.
But that hasn’t stopped some small agencies from launching their own digital trading operations. Case in point: Interpublic’s Campbell-Mithun has decided to build its own trading desk rather than buy separately through IPG Mediabrands’ Cadreon.
The objective? To streamline the planning and buying process and allow deeper integration of data from Campbell-Mithun’s retail and CPG clients, which is becoming more important in the digital ad buying process than data purchased from third parties.
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