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August 26, 2014 – Larger advertisers are beginning to realize that, with a range of new online technology, they can disintermediate their agencies to take more control of their own campaign spending, says an ad tech exec.

“We’re seeing an increase in operators wanting to run their own marketing programs directly using our software and operating system,” says Sam Cox, global partner management VP of MediaMath. ”We’re also seeing publishers start to use our system. We’re seeing that shift of everyone starting to take control of their marketing.”

MediaMath announced in July it was raising more than $175m, which Cox says will be used to fuel broadening the company’s base, adding more partners and global expansion.

We spoke with Cox for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco.    It is sponsored by the automatic content recognition (ACR) technology provider Civolution.