They are seeking solutions across commerce, digital content and media distribution, but legacy agencies are slow to respond and too often are the manifestation of the traditional. The shift to analytics-driven marketing and technology business growth has changed the nature of the marketing ecosystem. Emerging are specialists who focus on social media, digital media, user experience or open source. K2 Intelligence is the forensic and compliance firm that, in a study commission by the ANA, discovered pervasive non-transparent business practices, including cash rebates to media agencies. Vice Media Advertising, journalism and technology continue to converge.

Source: Forbes November 28, 2016 01:46 UTC