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Agencies Should See Ad Tech As An Opportunity, Not A Threat

Advertising Age has posted an article arguing that ad tech isn’t a threat to agencies, but rather an opportunity.

“Threats to the agency model seem to lurk everywhere. We're told, for example, that we should be worried about RocketFuel, Criteo and the like selling direct. I beg to differ,” writes Bob Ray, president of DWA and author of the post. "As Chairman Mao once recommended, letting a thousand flowers bloom is the best way to promote progress. And to the extent that ad-tech firms are successful at selling direct, the amount of complexity that marketers need to manage will only increase. The result? Agencies will become more, rather than less, useful to their clients.”

Read the whole story at Advertising Age »

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