Some ad companies are returning to media agencies and ad tech vendors after trying unsuccessfully to take the work in-house. The move comes as advertisers have been increasingly turning away from traditional TV advertising because of concerns about how it is being targeted. Some brands, however, have hired third-party advisers to help show how the agencies spent the brand ’s investment although agencies said they could be trusted to show marketers what happened to their money. Brands were also keen to automate more marketing but still needed a source of market data from agencies.
Some ad companies are returning to media agencies and ad tech vendors after trying unsuccessfully to take the work in-house. Recruitment difficulties, with some potential hires turned off by the idea of working for a single company, were blamed as the main reason. Some brands, however, have hired third-party advisers to help show how the agencies spent the brand’s investment although agencies said they could be trusted to show marketers what happened to their money. Brands were also keen to automate more marketing but still needed a source of market data from agencies.