How Will Consultants, Header Bidding And Agencies Fare In 2016?

VP of Strategic Accounts Chris O'Hara's latest AdExchanger column provides his 2016 industry predictions. 

Here's an excerpt. 

2015 was a fantastic year for many data-driven marketers, with data management platforms (DMPs), consultancies and marketers getting something nice under their trees.

Unfortunately, 2015 also saw legacy networks, supply-side platforms (SSPs) and some less nimble agencies receive coal in their respective stockings for failing to keep up with the rapidly changing paradigm as marketing and ad technology merge.

In the great tradition of end-of-year prediction articles, here’s my take on the year’s biggest developments and what we’ll see in 2016, including a rapid technology adoption from big marketers, a continuing evolution of the agency model and an outright revolution in how media is procured.

Read this article on AdExchanger