Comments on: Give Me Audience Or Give Me Death: The Agency Buying Platform Strategy http://www.adexchanger.com/ad-exchange-news/give-me-audience-or-give-me-death-the-agency-buying-platform-strategy/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: ed carey http://www.adexchanger.com/ad-exchange-news/give-me-audience-or-give-me-death-the-agency-buying-platform-strategy/#comment-3367 ed carey Tue, 10 Nov 2009 23:48:00 +0000 http://www.adexchanger.com/?p=9299#comment-3367 Great post. One issue not mentioned but I'd appreciate comment on is portability - marketers want to be able to move agency media chores and if the agency owns the technology it makes transferring much much harder. Whereas now an agency media plan can (fairly) easily transition and continue if an account moves. Great post. One issue not mentioned but I'd appreciate comment on is portability - marketers want to be able to move agency media chores and if the agency owns the technology it makes transferring much much harder. Whereas now an agency media plan can (fairly) easily transition and continue if an account moves.

]]> By: John Ebbert http://www.adexchanger.com/ad-exchange-news/give-me-audience-or-give-me-death-the-agency-buying-platform-strategy/#comment-2599 John Ebbert Mon, 19 Oct 2009 19:37:36 +0000 http://www.adexchanger.com/?p=9299#comment-2599 Thanks for all these comments. Great feedback. My point is that they use technology, including licensing it but will not own it outright. It may be customized for each agency but the innovation that occurs with new technology will occur outside of the agency model. Thanks for all these comments. Great feedback.

My point is that they use technology, including licensing it but will not own it outright. It may be customized for each agency but the innovation that occurs with new technology will occur outside of the agency model.

]]> By: Rob Leathern http://www.adexchanger.com/ad-exchange-news/give-me-audience-or-give-me-death-the-agency-buying-platform-strategy/#comment-2495 Rob Leathern Thu, 15 Oct 2009 06:12:29 +0000 http://www.adexchanger.com/?p=9299#comment-2495 The agencies will need to end up becoming technology companies at their core whether by buying or building (not leasing IMO) or risk (and this will not be overnight despite any RTB-related hype, it will take a while but it will happen) irrelevance. In the same way junior investment bankers used to crunch cashflow numbers in spreadsheets themselves 10 years ago and now people in India crunch the numbers overnight and provide a service to the banks, the human-powered media backend will evolve to have technology automate the workflow, data and analysis. People won't go away in these businesses - the junior bankers now have more time to get their pitch books to FedEx - but technology must replace waste and margins will compress for tech and services companies. The agencies will need to end up becoming technology companies at their core whether by buying or building (not leasing IMO) or risk (and this will not be overnight despite any RTB-related hype, it will take a while but it will happen) irrelevance. In the same way junior investment bankers used to crunch cashflow numbers in spreadsheets themselves 10 years ago and now people in India crunch the numbers overnight and provide a service to the banks, the human-powered media backend will evolve to have technology automate the workflow, data and analysis. People won't go away in these businesses - the junior bankers now have more time to get their pitch books to FedEx - but technology must replace waste and margins will compress for tech and services companies.

]]> By: Zach Coelius http://www.adexchanger.com/ad-exchange-news/give-me-audience-or-give-me-death-the-agency-buying-platform-strategy/#comment-2490 Zach Coelius Wed, 14 Oct 2009 23:34:16 +0000 http://www.adexchanger.com/?p=9299#comment-2490 I have to agree with Jonathan. Technology is becoming part of the competitive advantage of companies of all types, shapes and sizes in this economy. Why are agencies so different that they don't need the ability to build and optimize differentiating technologies that are core to their businesses? Just because agencies have not had tech chops in the past doesn't mean that they will not need to develop them for the future. Otherwise, what is to keep tech driven companies from developing creative and strategic competencies and stealing the agency's business? I have to agree with Jonathan. Technology is becoming part of the competitive advantage of companies of all types, shapes and sizes in this economy. Why are agencies so different that they don't need the ability to build and optimize differentiating technologies that are core to their businesses? Just because agencies have not had tech chops in the past doesn't mean that they will not need to develop them for the future. Otherwise, what is to keep tech driven companies from developing creative and strategic competencies and stealing the agency's business?

]]> By: Jonathan Mendez http://www.adexchanger.com/ad-exchange-news/give-me-audience-or-give-me-death-the-agency-buying-platform-strategy/#comment-2487 Jonathan Mendez Wed, 14 Oct 2009 22:06:59 +0000 http://www.adexchanger.com/?p=9299#comment-2487 Problem is there is little value in services (and I might argue that services will be/are more commoditized then technology). Value in the digital age is all about technology. If you don't build & own your technology what value to do really have? In this day and age of media if you are not at least part a technology company then I'm not sure you are company at all. Problem is there is little value in services (and I might argue that services will be/are more commoditized then technology). Value in the digital age is all about technology. If you don't build & own your technology what value to do really have? In this day and age of media if you are not at least part a technology company then I'm not sure you are company at all.

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