Nearly nine in ten (86%) media agencies in the UK are adapting their businesses to reflect the growing influence of ad tech but only a quarter (24%) have made any significant progress towards adopting an ad-free strategy. digital marketing firm so they can leverage ad tech to deliver results for clients that are profitable," he said. 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.
Nearly nine in ten (86%) media agencies in the UK are adapting their businesses to reflect the growing influence of ad tech but only a quarter (24%) have made any significant progress towards adopting an ad-free strategy. 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.