Digital agencies of the future need deeper technical integration and implementation skills
Anyone who works in the digital world knows how quickly it evolves. When I look back at the digital campaigns I ran in 2005 – when paid social and programmatic buys were in their infancy – my work was largely about negotiating the right media buys for my clients. For the past five years or so, running digital campaigns has mostly been about bid management and data analysis across platforms.
Now, we are entering the next phase in the evolution of the market where technical skills – specifically, integration skills – are emerging as a key requirement for nearly every brand and campaign. This shift is driven by the growing importance of first-party data in a world where new regulations and platform changes are reshaping how brands may use third-party data...
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