Nine in ten UK digital agencies adapting for rise of ad tech
New research from AdRoll shows that nine out of ten digital agencies are evolving their business models to accommodate the rise of ad tech. AdRoll surveyed 200 UK media agencies, and found 80% of respondents agreed that the influence of technology on the industry has caused media buyers to transform into tech strategists and traders. However, 47% of respondents said that ad tech is not as easy to monetise as traditional media. 

Almost nine out of ten digital agencies are evolving their business models to accommodate and capitalise upon the rise of ad tech, claims new research from AdRoll.

The survey of 200 UK media agencies saw over 80 per cent of respondents agree that the increasing influence of technology means media buyers are evolving more into tech strategists and traders.

Meanwhile, 88 per cent said that the rise of ad tech means media planners are now evolving into data analysts, and 83 per cent say both buyers and planners are evolving into account managers and creative consultants.

However, 40 per cent of agencies said they find it hard to develop profitable models around their ad tech partnerships and 47 per cent say ad tech is simply not as monetisable as traditional media.

Marius Smyth, managing director of AdRoll’s EMEA, said: “Ad tech companies themselves have a responsibility to help agencies best use emerging technologies to deliver optimal results and best practice.

“After all, we often highlight the transparency offered by data – let’s back that up with a promise of transparency and openness to help agencies combat concerns such as monetisation so they can leverage ad tech to deliver results for clients that are profitable.”

He concluded: “The industry must come together to be open, transparent and comfortable with learning and improving as we go. That way, we will all prosper on the promise of ad tech.”

This comes after Publicis-owned VivaKi redistributed its ad traders to other Publicis media agencies back in February – underlining the rising importance of the field.