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Digital Agency Longtail Eyes In-House Programmatic Market

  • Mumbrella, Thursday, September 1, 2016 9:02 AM
Sydney- and Perth-based digital agency Longtail is moving into programmatic consulting in a bid to close the gap between creative and programmatic, which it believes is preventing businesses from developing in-house programmatic offers, according to a report in Mumbrella. "Agency CEO and founder Carlo Bertozzi said the new division had been created to service companies that wanted to set up an in-house operation but were struggling to find independent advice. He said in many cases agencies offering programmatic solutions to businesses were aiming to become the provider of the service, defeating the point of bringing it in-house. The new division, Longtail A, will consult with companies setting up their own programmatic solutions, and will also assist businesses in marrying the programmatic approach to the creative, an issue Bertozzi believes is a serious hurdle to success. The new division also builds on the agency’s in-house trading desk. He said there were huge opportunities for companies willing to invest in data management platforms (DMP), but also many pitfalls."

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