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Accenture Interactive launches consulting invasion of Ad Agency space

Accenture Interactive launches consulting invasion of Ad Agency space That  consulting firms have been gobbling up digital advertising, marketing, and design agencies is old news. This was done to improve their offerings to clients’ marketing departments and help them move advertising in-house. While this put them in a direct confrontation with ad agencies, it wasn’t an effort to take over their core business. This has changed with the latest head-turning move by Accenture Interactive. Led by Brian Whipple, an analytics expert who kickstarted his career as a consultant in 1987, the Interactive unit has launched its Programmatic Services practice. The practice will buy, plan, and manage ads on behalf of clients, leaving no space for agencies to coexist with the consulting giant. Programmatic advertising is an entirely different beast from traditional ad-buying online or on television and print. It is a way for advertisers to buy up digital ad space while leveraging automation-driven technology which uses real time data analysis to determine where, when, and how much to buy. It puts control back in the hands of the advertiser by making online advertising less a roll of the dice and more a highly-technical process that incorporates personalisation and can adapt on the spot to maximize outreach.

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