Consultancies Have Huge Opportunity in Programmatic, But Only If They Buy These Ad Tech Companies

Consultancies have been busy acquiring creative agencies and leveraging their existing end-to-end relationship with clients to build market share in digital marketing. Deloitte, IBM, Accenture, and McKinsey are all building internal capabilities to attract more business from brand marketers.

Creative seems to be a focus for much of their activity thus far – where, presumably, fat consultancy fees can be charged to clients. Media buying has not really had a lot of interest for ad land's new competitive set – but [...]