Middle market brands deserve access to the same technology used by the bigger spenders, and have just as much to benefit from its adoption. Brands of every size can realize real performance gains through better audience targeting and access to more comprehensive and diversified supply. And rather than be forced into agency relationships for lack of options, brands should be able to decide exactly what balance of self-service and managed service best suits their needs.
Agencies should embrace and encourage the availability of self-service options for their clients.
There is still tremendous value for agencies to add on top of DSP technology, opportunities to find an edge in strategy, planning, buying, measurement, creative, and in thoughtful approaches to all of the above.