©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Choosing Winners, Not Owning the Players, Is How Agencies Should Work With Tech
It’s no secret that media agencies have come under increasing financial pressure over the past decade. Agency margins seem to be ever-shrinking, while clients simultaneously demand more in terms of technological solutions and service in this increasingly digital marketplace. Meanwhile, agencies were annoyed to see their digital ad network counterparts generate double-digit commissions while aggregating media, traditionally the turf of media agencies.