Рossibilities of advertising mediation in the context of the platformization of the Russian advertising market

The platformization of the advertising market expands opportunities for direct media buying by advertisers: major inventory sellers are moving advertiser registration, campaign setup and launch, payment, monitoring, and reporting into digital interfaces. At the same time, agency intermediation remains a stable form of organizing media buying. The purpose of this study is to examine the contradiction between the development of direct digital access and the persistence of the agency model in the Russian advertising market. The study concludes that the technological capability for direct media buying is a necessary but insufficient condition for reducing advertising intermediation. 

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