From Mi3 this week:
Paul Evans was one of the driving forces of Vodafone’s in-housing of search, social and programmatic media. He was also involved in the early scoping of PwC’s recent forensic dive into the programmatic supply chain – which couldn’t find where a third of cost is ending up. Given the billions advertisers are spending programmatically, he thinks regulation beckons. While in-housing programmatic is “hard work”, Evans believes Vodafone and others that have committed for the long term will only gain… and won’t be U-turning any time soon.