Demand for transparency from clients , privacy regulation and the need to reduce costs are forcing the world ’s biggest ad agencies to reduce the number of adtech companies they work with , particularly those that provide third - party data . Havas Group cut the number of providers it uses by as many as 45 and a number of ad agencies have acquired companies that help collect data , the biggest of which was Google ’s $ 4.4bn acquisition of Google . "There's a huge data pool behind Facebook, Google, Amazon and behind the broadcasters' walls if you take a look at Xandr, NCC, Viacom and Comcast," GroupM's Hanlon said. Agencies are also scrutinising data collection practices used by adtech firms . As a result , adtech companies are adapting their models to adapt to the changing regulatory landscape and thirst for compliant data .
Demand for transparency from clients , privacy regulation and the need to reduce costs are forcing the world ’s biggest ad agencies to reduce the number of adtech companies they work with , particularly those that provide third - party data . Havas Group cut the number of providers it uses by as many as 45 and a number of ad agencies have acquired companies that help collect data , the biggest of which was Google ’s $ 4.4bn acquisition of Google . Agencies are also scrutinising data collection practices used by adtech firms . As a result , adtech companies are adapting their models to adapt to the changing regulatory landscape and thirst for compliant data .