"To me, the number-one reason is a legacy structural hindrance that needs to be addressed at the agency level. Creative and media have historically operated independently, with creative starting the process with marketers before handing over a completed product to their media counterparts to execute campaigns. Compounding the disconnect, it is not unusual that the creative and media teams are not part of the equal holding company. For programmatic creative to be successful, agencies need to take down the walls between creative, data, and media planning, and to upend the process so that these stakeholders are working together from day one. Although an intimidating challenge, the opportunity is so great that I still see this as a key trend moving into 2017."
"It’s time to change again: either that or see our services become less relevant and stolen by nimble, purpose-built media agencies. Media agencies have to offer something different to prevent this becoming the norm."