The document discusses different programmatic advertising operating models and trends in their use. It shows that while agency trading desks dominated in 2013, alternative models like independent trading desks and in-house 'brand trading desks' have proliferated. Most companies are currently making changes to their programmatic models to improve transparency and control. On average, 40% of ad spend in a typical programmatic technology stack goes towards 'working media' like viewable impressions, with the rest going to other parts of the stack.

1. Programmatic tech and operating models
What works, what doesn’t and which one is right for you?

2. wfanet.org @wfamarketers
81%
8%
3%
70%
28%
2%
72%
46%
21%
Agency Trading Desk (ATD) Independent trading desk
(ITD) or DSP
In-house 'Brand Trading
Desk' or 'Hybrid' model
2013 2014 2016
ATDs dominate but alternative models proliferating...
Source: WFA Programmatic & trading desks survey; Sep 2016; Base = 57 companies
Q. What set-up do you have in order to buy media programmatically (e.g. ATD, ITD, in-house)?

3. wfanet.org @wfamarketers
9 in 10 currently making changes to their programmatic
models...
Source: WFA Programmatic & trading desks survey; Sep 2016; Base = 47 companies
89%
4% 2%
Agree Disagree Don't know
We're making changes to our
programmatic models to improve
transparency and control“
”

4. wfanet.org @wfamarketers
40% ‘working media’ in the typical stack…
Source: WFA Compendium of ad fraud knowledge for media investors (June 2016). www.wfanet.org/adfraud
100%
5%
15%
10%
25%
5%
40%