Comments on: Agencies, Ad Networks, and Disintermediation

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By: scotthoffman

scotthoffman — Sat, 07 Mar 2009 13:14:59 +0000

Darren, your comments and theories are spot on! I think that this wave is coming (or in your case, has already arrived.) I look forward to reading your white paper. I also look forward too watching in the upcoming months how this plays out.

By: 508 compliance testing

508 compliance testing — Fri, 06 Mar 2009 08:21:36 +0000

There are agencies who fails because of their own fault or disintermination.

By: clouvi

clouvi — Tue, 03 Mar 2009 21:40:39 +0000

Maybe I painted too broad of a brush with my comment. Amongst some smaller agencies, I have begun to see a few develop more robust VC arms. That is what I meant by “addition.” I would think more agencies would start integrating these arms into their agencies rather than keeping them separate.

By: dherman76

dherman76 — Tue, 03 Mar 2009 13:05:33 +0000

I don't think it's a relatively easy transition at all. The stereotypical media planner is not setup to run technologies nor yield manage… steep learning curve. Plus, large entities will have to roll out this new culture and that could take years.

By: andyc

andyc — Tue, 03 Mar 2009 10:12:55 +0000

Couldn't agree more Darren. That's exactly why we set up Infectious Media in London. Media Exchanges and smart technologies that plug into them will become critical components in the future infrastructural ecosystem. Also, as agencies are generally closer to advertisers and their data than the networks, they are in a much better position to make intelligent buying decisions (in real time) across these new platforms. This is a very interesting and exciting time for agenies, advertisers and publishres alike, who will all beneifit from greater market efficiencies.

By: clouvi

clouvi — Tue, 03 Mar 2009 07:31:13 +0000

DH, I've asked several friends at agencies this very question. So far the only consistent response I've received is a blank look on their faces as if to say, “Why the hell would we want to do that?” In my mind, it seems like it would be a relatively easy transition (or addition). Look forward to the white paper…