Читать книгу Media Selling - Warner Charles Dudley - Страница 77

A digital agency is one that specializes in creating and placing advertising in the online media. Large, multinational, conglomerated agencies, such as WPP, typically have divisions that specialize in online advertising. Buying digital advertising, including search advertising, is quite complex and requires special, often highly technical, expertise. With the growth of programmatic buying, there are also media agencies that specialize in buying programmatically, and these are called trading desks. The largest agency holding company, WPP, has a trading desk, Xaxis, that buys programmatically for over 3,000 clients.³⁰