As the holding companies look to either get bigger or bow out of the race to the top of the heap, the rest of the media agency world is readying themselves to offer similar tools and abilities in an expectation they will successfully attract mid-size brands away from the big boys and girls.
Meantime, an entire cottage industry of vendors and services has ramped up their suites of tools and platforms — most of them aided in some form by AI — to help those smaller and midsized agencies deliver on the promise of smarter, more efficient investment and measurement. The ultimate goal: get closer to actually connecting outcomes to the investment.
This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.