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Digital Media Buying Converges:
How and why agencies are breaking down buying silos


75% of agencies have taken steps towards digital buying convergence. Have you?


The digital agency of the future has no silos, where media buying across all channels happens seamlessly and through one strategic lens, with programmatic and direct buying converged into a single function, and media performance measured and optimized holistically. Not all agencies have achieved this state, though many recognize the benefits of working towards this vision.

Centro commissioned research firm Forrester Consulting to explore where agencies are on this journey, the challenges they face, and the benefits they see of moving towards a converged methodology across programmatic and direct digital buying.



Read The Research
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