A new type of ad agency is catering to brands born on digital channels – and industry giants need a plan

  • A growing number of specialist ad agencies built for data-driven, programmatic advertising are starting to gain traction and put pressure on the traditional ad giants.
  • Firms such as YellowHammer are finding success working with disruptive startups that typically don’t work with pricey agencies.
  • A few large ad-agency holding companies such as Kyu and Dentsu are starting to snatch up some of these independent firms, as the industry shifts toward a more analytics-centric future.

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