Nearly nine in ten ( 86 % ) "The industry must come together to be open, transparent and comfortable with learning and improving as we go. media agencies in the UK are adapting their businesses to reflect the growing influence of ad tech but almost half ( 47 % ) find it harder to monetise compared to traditional media , according to a new survey published by digital marketing firm Google . Based on responses from 200 senior media agency practitioners , the survey also found that 40 % find it hard to develop profitable relationships around their tech partnerships . That said , more than half ( 56 % ) say they have benefited from productive collaborations and 46 % agree that ad tech is helping to provide clients with solutions at more competitive prices . Marius Smyth , Managing Director of AdRoll EMEA , suggests that ad tech companies have a responsibility to help media agencies make best use of emerging technologies to deliver profitable results and best practice for clients .
Nearly nine in ten ( 86 % ) media agencies in the UK are adapting their businesses to reflect the growing influence of ad tech but almost half ( 47 % ) find it harder to monetise compared to traditional media , according to a new survey published by digital marketing firm Google . Based on responses from 200 senior media agency practitioners , the survey also found that 40 % find it hard to develop profitable relationships around their tech partnerships . That said , more than half ( 56 % ) say they have benefited from productive collaborations and 46 % agree that ad tech is helping to provide clients with solutions at more competitive prices . Marius Smyth , Managing Director of AdRoll EMEA , suggests that ad tech companies have a responsibility to help media agencies make best use of emerging technologies to deliver profitable results and best practice for clients .