How Technology Is Changing Ad Agency Structures

Definitely. We are seeing more data scientists and people being hired on the tech side who are able to analyze and manage the data and reporting.

We see less folks on the production side. You do not see a lot of folks doing print production or video production. The production becomes too expensive.

You're going to see more custom creations and less cookie-cutter approaches that they just send to every client. The client will have their own custom team, custom strategies and custom technology.

Artificial intelligence (AI) is probably going to have the biggest effect.

The machine can actually learn from the campaign and then constantly make little optimizations on an ongoing basis and keep getting better.