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Agencies Paying The Price For Programmatic Shortsightedness

“Ad agencies trying to lure marketers to use their programmatic ad units were tempted by short-term revenue gains at the expense of long term client relationships, one analyst says,” writes the Wall Street Journal. “And now agencies are paying the price.”

The WSJ post focuses on an AdExchanger report: “How to Pick the Right Programmatic Media Management Model.”

Joanna O’Connell, director of research at AdExchanger and former Forrester analyst, is quoted as saying (in reference to the trend of brands taking programmatic tech in-house): “Agencies didn’t really see the potential long-term implications of their decisions. Marketers’ hands are being forced because of the way holding companies and agencies are behaving… I feel that agencies essentially created this situation for themselves.”

Read the whole story at Wall Street Journal »

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