Consultancy

• What Programmatic In-Housing Means for the Future of the Service Layer: Q&A with Adform

  3 months ago News

  

  In the build up to ATS Paris, ExchangeWire speaks to Julien Gardes, vice president southern Europe, Adform, to get his thoughts on the future of the service layer, the role consultancies can play in helping advertisers, and the trend of moving programmatic in-house. ExchangeWire: There has been a lot of talk about the end of the service layer recently. Is this being facilitated by in-housing, and is there still a need for a service layer? Julien Gardes: There has [...]

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• The Anatomy of the Modern Digital Advertiser: Outcomes-Based vs Enterprise

  3 months ago News

  

  The service layer is a complicated space right now. Holding groups, consultancies, and vendors are all fighting to work directly with marketers. All are approaching it from a different angle. Holding groups are in a forced rationalisation process, as they to try to recalibrate a convoluted model in a complicated landscape. With their big-brand clients slashing spend, and the duopoly grabbing more digital spend, their need to evolve their model is more urgent than others. Consultancies (including auditors) seem to think they [...]

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• The Consultancy is Additive to the Marketer/Agency Relationship: Q&A with Wayne Blodwell, The Programmatic Advisory

  8 months ago News

  

  Wayne Blodwell (pictured below), founder and CEO of The Programmatic Advisory, speaks with ExchangeWire about the service layer, the changing relationships between agencies and marketers, and the impact of the increasing prevalence of consultancies on these relationships. ExchangeWire: You’ve recently set up a consultancy to help marketers navigate the programmatic landscape, but your background is from the agency world. What experiences led you to go down this road? Wayne Blodwell: I was really fortunate that, whilst I was at iProspect [...]

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

  9 months ago News

  

  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 [...]

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