Nine out of ten UK digital agencies adapting business for rise of ad tech
Almost nine out of ten digital agencies are evolving their business models to accommodate and capitalise upon the rise of ad tech, claims new research from AdRoll.
The survey of 200 UK media agencies saw over 80 per cent of respondents agree that the increasing influence of technology means media buyers are evolving more into tech strategists and traders.
Meanwhile, 88 per cent said that the rise of ad tech means media planners are now evolving into data analysts, and 83 per cent say both buyers and planners are evolving into account managers and creative consultants.
However, 40 per cent of agencies said Read full story ›
Source: The Drum
