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Clients are bypassing agencies to buy programmatically… and will continue to do so

A new CMO Club poll, which surveyed 600 CMOs, with 130 responding, found that nearly half of brands are planning to evaluate working directly with demand side ad buying platforms, or DSPs, and another 15.4% are already doing so, bypassing their ad agencies entirely. This reinforces my various posts that speculate that the advertising agency industry as we know it is undergoing a seismic disruptive shift to its business model. Technology is not only enabling greater targeting and data feedback, but is also empowering brands to take on sophisticated marketing techniques while reducing costs and eliminating middle men. Read the article in AdAge on marketers eliminating their agencies from media buying.

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