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Perhaps this is why agencies are re-integrating —but it may be too late. Holding companies find themselves with less client loyalty and more pricing pressure than ever. Perhaps this is why agencies are re-integrating—but it may be too late. In order to avoid going down the same path as agencies, here are three considerations for consultancies that plan to enter into programmatic. Acknowledge that media buying is more commoditized than consulting When comparing the kinds of fees that consultancies are charging versus agencies, especially for digital media buying services, it’s clear that consulting takes the cake. Consultancies shouldn’t try to package their new media buying services under the same cost structure as their consulting practices. With all the cost-cutting going on in the industry, marketers are not going to pay more for a service that is increasingly being viewed as a commodity. Ironically, this doesn’t mean that executing programmatic campaigns is simple. It’s not, and consultancies should restrain themselves from thinking it is. These two opposing forces—the commoditization of media and the increasing complexity to do it right—is sure to present a challenge to consultancies. Consultancies should be mindful of how they present their new offering to marketers.

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