Second party data: the savior of the agency model

The death of the ad agency model is near. Or maybe the agency will survive, but the traditional agency is a dying breed. Maybe the agency just needs to reinvent itself. Whatever you think about the future of the ad agency, you can’t ignore the obvious fact: buying media inventory has become commoditized to the point where margins are razor thin. The hard truth is that media buying won’t save the agency model because data, not media inventory, is now the currency.
Marketers understand