Dell Technologies is implementing an in-house approach to its global media-buying operations, estimated to be more than half a billion dollars annually, as part of a strategy that will alter its relationships with partners.
It’s a project that is still in situ, but began in earnest in Q1 this year, and one that sources believe will have a significant downstream impact on its traditional roster of advertising partnerships, such as long-time agency partner WPP Media.
In recent months, separate sources, all of whom requested anonymity due to the sensitivity of the developments, independently informed Digiday that Dell was considering such moves. This was after earlier experimentation with MediaMonks — activity that is understood to have since been abandoned.
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