What should agencies do to remain relevant at a time of eroding brand trust and increased in-housing?

With the trend for in-housing programmatic hitting client agendas, it is clear that a shift is taking place in the relationship between advertisers and agencies.
At its root is an erosion of trust. Prompted by concerns in transparency and brand safety, advertisers are increasingly looking to seize control over programmatic spend.
As a result, legacy agencies are facing a major challenge to transform the structures that underpin their existing approach.
The changing relationship
Evidence of the n