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According to Dixon and Adamson, “As deals have become more complex and more expensive, most customers are much more concerned about whether they’ll ever see a return on their investment.”¹² This general increase in risk aversion applies to the media, especially to buying programmatically, which is quite confusing to many marketers. Thus, in a risk‐averse environment, media sellers need to establish a high level of trust in order to mitigate their clients’ fear of uncertainty and of making a mistake. For example, on a national basis, even though a large advertiser, such as AT&T or its advertising agency, could buy Google keywords such as “mobile phone service” on the Google Ads (formerly AdWords) self‐serve auction platform, Google has a sales team that handles the AT&T buying of keywords.

On a local basis, many media outlets such as the Zimmer Radio and Marketing Group and the Austin American‐Statesman are partnering with clients and delivering full‐service ad agency buying, designing, creative, and optimization functions in order to reduce their client’s apprehension in placing cross‐platform advertising.