Agencies Rethink Ownership of Agentic AI Tools and Underlying Data
· 22h ago · Originally reported by AdExchanger
Advertising agencies are shifting their approach to building custom AI tools for clients, focusing less on owning the technology and data. Instead, they are exploring new models that prioritize flexibility and client needs over proprietary control.
Why it matters
This shift could change how agencies deliver value to brands and impact data privacy, collaboration, and innovation in ad tech.
Explain it like I’m new here
It's like a chef making a special recipe for you but letting you keep the ingredients and instructions instead of keeping them for themselves.
Read the original at AdExchanger
Terms in this story
Agency
An agency is a company that plans, buys, creates or manages advertising on behalf of advertisers, in exchange for fees, commissions or a margin on the media it buys.
Holding company (agency holdco)
An agency holding company (holdco) is a parent group that owns many advertising, media, creative and marketing agencies, such as WPP, Publicis Groupe, Omnicom, Dentsu and Havas.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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