"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Lizzie Komar, Associate Analyst, AdExchanger Research.
Last week, during an on-stage conversation at AdExchanger’s Programmatic I/O event in San Francisco, Omnicom Digital (OMD) chief Jonathan Nelson described the agency’s evolving approach to technology, data, partnerships, transparency, and service.
His comments illustrated both the plight and opportunity for agencies in today’s digital advertising world: The rise of automated buying, coupled with marketers’ desires to nurture, protect and leverage their first party data, has forced media agencies (and consequently, their holding companies) to redefine themselves to remain a valuable part of our ecosystem.
Nelson discussed the agency’s decision to partner with best of breed technologies as opposed to build or buy them, as he sees more value for the agency through partnerships. To this end, he’s forged strong bonds with Facebook’s Atlas, Google, Salesforce.com and data management platform Neustar. This more open model, which relies on the technological heavy lifting of third parties, should appeal to marketers who want more transparency from their agencies, more involvement in the day-to-day operations of their media-buying and perhaps more flexibility on technology product selection.
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