Martin BrownMember since April 2016Contact Martin
- SVP of Global Agencies DataXu
- Boston Massachusetts
- MA02210 USA
Articles by Martin All articles by Martin
- The Future Of Media Agencies In Today's Programmatic World in
Real-Time Daily on
The impetus is on mid-tier agencies to evolve their businesses to integrate programmatic. By offering in-house service, agencies can innovate, compete and future-proof their business to protect themselves against what seems to be a ticking programmatic technology time bomb. The way forward doesn't have to involve in-house agency trading desks, however. Agency mastery of programmatic is geared mostly toward fuller ownership of the tech provided by a programmatic platform-which would then become a white-labeled software provider, rather than a client-facing partner.