Italy: relationship between media agencies and advertisers 2018

This chart depicts the results of a poll about relationship between media agencies and advertisers in Italy as of 2018, according to the first ones. As far as the use of demand-side platforms was concerned, 59 percent of media agencies carried out all activities related to campaigns of programmatic advertising, leaving the agency free to use any technology to manage data.

Share of media agencies cooperating with advertisers in Italy in 2018, by type of relationship

Share of respondents
The advertiser relies on the your agency for carrying out all activities of programmatic advertising and lets you choose any DSP59%
The advertiser relies on the your agency for carrying out some activities related to programamtic advertising and lets you choose any DSP22%
The advertiser chooses an own DSP and gives you access to the platform to manage programmatic campaigns data10%
Other9%
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Source

Release date

November 2018

Region

Italy

Survey time period

July 27 to October 5, 2018

Special properties

IAB associate members (96%), other companies (4%)

Method of interview

Computer-assisted web interviews (CAWI)

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