Ad agencies "reintermediate" online

01/6/2009 | Wall Street Journal, The

The proliferation of ad networks and do-it-yourself ad placement has left a great deal of online inventory out of the control of digital media agencies based in traditional ad holding companies. Increasingly, agencies are using technological tools to counter this process of "disintermediation," as it is known in the industry. Tacoda founder Dave Morgan said, "If technology is going to automate the rest of media, then agencies will be cut out unless they control platforms as well."

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