Executive Summary (This is a document excerpt)

Media firms have been obsessing over the needs of advertising agencies for more than a century, and online media properties have made these relationships much more complex. Agencies tell Forrester that successful media properties will provide them with better integration with sites, new ways to communicate with audiences, and continual focus on service and reliability. To meet these needs — as well as the continuing threat of commoditization by ad networks — media properties must create new opportunities for advertisers to participate in the activity on their sites.

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