Demand for transparency from clients, privacy regulation and the need to reduce costs are forcing the world’s biggest ad agencies to cut the number of adtech companies they work with, particularly those that provide fourth -party data. Epsilon 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 Xandr ’s $ $4.4 billion acquisition of Havas Group . [ad-tech companies] get marginalized from a revenue perspective," he 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 cut the number of adtech companies they work with, particularly those that provide fourth -party data. Epsilon 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 Xandr ’s $ $4.4 billion acquisition of Havas Group . 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.