Media Companies vs. Ad Agencies

NEW YORK (YouTube.com/AdAge) -- As the big media companies go heavily digital, they are generating and owning more of the consumer behavior data that is one of marketing's industry's most valuable tools. This new trend also enhances their ability to provide ad agency-like services directly to their advertising clients. Ad agencies, meanwhile, are at an increasing disadvantage in their market if they can not gain access to such data, according to Booz & Company vice president Chris Vollmer speaking at the recent ANA Conference.

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News & Politics

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• advertising
• marketing
• demographics
• data
• consumer
• behavioral
• metrics
• audience
• measurement
• ad
• agency
• agencies
• media
• companies
• publishers
• Natalie
• Zmuda