NAPA, CA — The rise in programmatic advertising has been tremendously disruptive the client – media agency relationship, with many clients embracing technology solutions in-house, says Joanna O’Connell, former Forrester analyst and now lead analyst at AdExchanger.
Agencies are being challenged to change. Some, like Starcom MediaVest in its relationship with Kraft, have made an effective transition.
In the interview she talks about the evolution of the agency trading desks and the emergence of hybrids like Xaxis. And, she speaks about the implication of the consolidation of the programmatic tech world into a world of distinct tech stacks.
She has recently written a report on the topic of media management for AdExchanger. It can found here.
We interviewed her at the recent TubeMogul partner summit where she was a speaker. For more videos from the event, please visit this page.