What is the opportunity provided by the advertising exchange model for ad agencies?
The opportunity is addressable buying. If we don’t learn how to do this we will not be in business in 10 years. What do ad agencies need to change within themselves to adapt to the increasing use of technology, data and ad exchanges? Advertising technology has largely been driven by the entrepreneurial company. A start-up provides dedicated capital and focused management. In order for larger agencies to succeed they need to allocate dedicated stand alone capital and attract dedicated stand along management to deliver the task at hand. Agencies cannot expect the current agency management to oversee entrepreneurial technology development projects for the simple reason that they will get distracted by current agency and current advertiser demands. By definition current management is not 100% dedicated to a new project. In order for the projects to succeed they will need to be run by skunkworks type operations that combine the benefits of autonomy with the benefits of an installed client b
