Sleeping with the “Enemy”?

A Love Story Older Than Television The tension between CMOs and advertising agencies didn’t start with AI, procurement, or any media disruption. And history makes one thing clear: Agencies only gain power when CMOs don’t — or can’t — fully exercise theirs. It’s embedded in the very origin of the advertising agency itself. To understand […]

The market for omnichannel demand-side platforms (DSPs) has reached its limit. Pioneers like The Trade Desk and its erstwhile rivals — including the likes of MediaMath, Rocket Fuel, TubeMogul, Turn, and Xandr — grew by accelerating cross-channel media planning, buying, and optimization. Now, DSPs’ core capabilities are very mature and highly automatable. Vendors focused primarily […]