Commentary

Media agencies as ad networks: Here's why

Media agencies are starting up ad networks for a variety of reasons.

“There is huge demand shifting to this business,” says Joe Apprendi, CEO of Collective Media.

Secondarily, “the data that agencies collect is different than the market can collect, ” says Brendan Moorcroft, svp of director of global digital strategy fof Universal McCann, who notes that growing technology plays a big role at media agencies.

Greg Green, managing director of global client solutions for Publicis' Vivaki, adds that a lot come from getting “transparency" for clients. Green also notes in the big way rising costs are a major concern.

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