Lotame’s very own Chief Customer Officer Alexandra Theriault posed just this question to readers at SmartBrief in this recent article. Read an excerpt below, and find the full story here.
“The race to capture the most first-party data as we head towards a cookieless future is well underway. One might assume the power players driving the future are at either end of the buy-side and sell-side spectrum.
It would be naive to discredit publishers’ or brands’ significant positions as we march towards 2023. However, I would like to call out the important role agencies are playing between the two.
Agencies are thought leaders. They’re problem solvers. They’re already applying their experience to developing new solutions for the increasingly fragmented advertising ecosystem. But it’s not exactly a straight shot down the runway for agencies.”
Read the full story on www.smartbrief.com.