Ad Agencies Need Data and Technology Skills to Retain Clients: Survey

As marketing departments ramp up their data and technology skills, ad agencies need to keep pace or risk losing more business. A survey by research firm Advertiser Perceptions found that 50% of brands had already brought some work in-house from their agencies and another 30% were thinking about it. Desire to own all data was a major reason for such moves, along with cost, speed, and innovation. Data skills were rated as “crucial” by 41% of respondents and “quite important” by another 53%. Ad tech skills were rated as “crucial” by 35% and “quite important” by 49%.