Writing in Street Fight, Lynn Tornabene, CMO of AffinityX, argues that agencies struggling to keep up with client demands for programmatic integration intimidate smaller companies that "may feel that
if the big international corporations can’t get a grasp on programmatic, then smaller agencies or media companies don’t stand a chance." Further, "in reality, local media companies (such
as newspapers, broadcast and cable) and agencies will actually have a much easier time sidestepping some of these challenges to bring programmatic to their advertising customers. The difficulty on the
big agency side boils down to infrastructure."
Read the whole story at Street Fight »