The Next Billable Channel: How Agencies Can Create a Physical Ad Exchange (Before Their Competitors Do)
For the past 15 years, agencies have operated inside the same ecosystem—Google, Meta, programmatic, CTV, paid social. The tools evolved, the dashboards improved, and targeting became more sophisticated, but the underlying model never changed. Agencies buy impressions, optimize performance, and report results. That system worked when access to these channels created an advantage. Today, it […]