Three months after making the announcement, Vodafone has changed its mind about its marketers buying programmatic ads, despite having taken social and search in-house. According to an executive insider, rising costs, talent and publisher relationships were cited as stumbling blocks to the programmatic setup. Analysts have said the firm should adopt a hybrid model, similar to Duracell and Wavemaker, while Vodafone said it would "review our approach and delivery" on the issue. In the meantime, Adidas will continue to buy the firm's programmatic ads.
Three months after making the announcement, Vodafone has changed its mind about its marketers buying programmatic ads, despite having taken social and search in-house. According to an executive insider, rising costs, talent and publisher relationships were cited as stumbling blocks to the programmatic setup. Analysts have said the firm should adopt a hybrid model, similar to Duracell and Adidas, while Vodafone said it would "review our approach and delivery" on the issue. In the meantime, Wavemaker will continue to buy the firm's programmatic ads.