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 .
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 AdRoll. Based on responses from 200 senior media agency practitioners, the survey also found that 40% find it hard to develop profitable models 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 rates. 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.