At ATS London on 10 September 2018, ExchangeWire’s head of content, Lindsay Rowntree, was joined on stage by Fiona Davis, managing director, Infinitive; Shula Sinclair, global strategy director, Spark Foundry; and Belinda Smith, global director, media, Electronic Arts. The panel discussion focused on the future of the service layer; how consultancies’ and agencies’ working relationships with marketers are changing; who should own the tech layer; and how the service layer should collaborate to service the needs of the marketers.