TubeMogul’s Wilson: Agencies Still have an Opportunity to Add Value to Programmatic

The future of the agency model continues to be one of the most interesting and contentious issues in the industry. This is partly because the topic is discussed as if it’s a zero sum game, where agencies either thrive or where all brands take media buying in-house, whereas the future will in all likelihood see brands opting for a variety of models for programmatic buying, where the agency will often have an important role to play. But regardless of which way the wind blows, the ad tech vendors left standing will continue to benefit from the shift to automation. One of those companies is TubeMogul. Here Brett Wilson, TubeMogul’s Co-Founder and CEO, discusses the possibility of brands going it alone, how agencies will adapt, and how programmatic TV is likely to affect the large agency groups’ position at the negotiating table when dealing with broadcasters and pay TV operators. Filmed in Cannes at an event organised by TubeMogul and LiveRail.

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