Brian Fitzpatrick
Opinion
08 May 2018
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Agencies are under pressure on multiple fronts: clients are pushing back on non-transparent business models, consulting firms are setting up digital media departments, publishers are getting organised so they can hold inventory rates, and, the once ‘golden child’, the agency trading desk is having a tough time proving it serves the client rather than creates value for the agency holding group, argues IPONWEB’s Brian Fitzpatrick.
