The Modern Agency

Ad agencies are engaged in a wrenching transition, driven by technological change. The very underpinnings of the agency business are shifting, as the business confronts a variety and challenges in digital media. Digiday is embarking on a series of video interviews with agency leaders to discuss how the modern agency is built. There’s little doubt there is not an easy blueprint for the “agency of the future.” There will be new agencies, evolved “traditional agencies,” and even new hybrid marketing companies that are part agency, part tech and part media.

The series is made possible through the sponsorship of Videology, the video advertising platform until recently known as TidalTV. To introduce the series, I sat down with Videology CEO Scott Ferber to get his view on how technology is shifting the agency’s role. Ferber, who founded Advertising.com and sold it to AOL for $435 million in 2004, believes that agencies will evolve to become technology enablers, stitching together pieces of tech created by others. He’s mostly down on the idea of agencies owning technology. See the full interview below.

Watch live streaming video from digiday at livestream.com
https://digiday.com/?p=5231

More in Marketing

Digiday+ Research deep dive: Agency spending on TikTok sees a sharp decline

Agency marketers have historically been more skeptical toward TikTok than their brand marketer counterparts, and a Digiday+ Research survey found that agency spending on TikTok has fallen sharply in the last few months.

The Home Depot rebrands its retail media network in pitch for ad dollars

The Home Depot hosted its inaugural InFront, a play on the television industry’s UpFronts or NewFronts, digital media’s answer to the upfronts, for its retail media offering.

Why Georgia-Pacific consolidated most retail media spending with seven networks after testing over 25 options

Figuring out which retail media network is worth spending on given the glut of new retail media networks can be a challenge for marketers.