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The Role of the Agency

in Data Management 

Based on extensive interviews with stakeholders across the industry, the report examines the current state of the agency landscape before taking a deep dive into the essential challenges and promise for agencies to build a new, data-driven partnership with their clients.

Download the report to discover how agencies can build their data-related practices across a variety of services:

Advertising agencies are under enormous pressure. 

Old business models are collapsing under the weight of complicated new approaches to reaching digital audiences while data-driven consultancies that thrive on complexity are on the rise.

Emerging marketing ‘cloud’ platforms with services 

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 arms are stealing billable hours and marketers  themselves are taking agency tasks in-house.

But for all the talk of media agencies facing the threat of extinction, they are still firmly in control of the majority of large marketing budgets and play an outsize role in how leading brands cope with a new digital world.

Now, where do agencies go from here? 

The Role of the Agency in Data Management

looks at the hard realities and growing opportunities for agencies to move forward as trusted stewards of their clients' data.







Tech stack and DMP evaluation

Running the stack

Systems integrations

Building a data science practice

Running specialized trading desks

Owning the programmatic direct media investment model

and many others...

More about the report:

This report has been made available thanks to our partners Krux.

About the author

Chris O’Hara is the author of five Econsultancy reports which cover topics including display advertising, data management, mobile marketing, and programmatic media.

His latest Econsultancy report, on programmatic branding, explored the new paradigm in media procurement, as marketers and advertisers look to leverage technology to enable direct, peer-to-peer data, and media sharing opportunities.

Chris is currently the head of global data strategy and global agency practice leader at Krux, a software company building the intelligent marketing hub for many of the world’s leading publishers and marketers. Chris is a frequent contributor to industry publications, including the Econsultancy blog and AdExchanger, and is one of the most widely published thought leaders on data-driven marketing.



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