Framing a Complex Landscape

Media execution comes with a constant inundation of challenges and complexities for independent agencies. 

Although creative and agile, these agencies often contend with the challenges of operating with smaller teams and limited resources. Not to mention, one moment, their media teams are strategizing how to leverage emerging channels like Connected TV (CTV) amidst media fragmentation; the next, they're scrambling to adapt to disruptive AI technologies and rapidly evolving privacy regulations.

This leads us to ask: How exactly are independent agencies optimizing their strategies to approach and support the extensive demands of media execution for their brand clients during this period of disruption? 

These pressing inquiries have prompted Pathlabs and AdExchanger to produce a research report, illuminating the underlying mechanisms that fuel media execution strategies at independent agencies.

Explore the State of Media Execution

Get access to this free report, grounded in industry research data gathered by AdExchanger from over 100 independent agency leaders and experts. Upon downloading, you will explore: 

• Current independent agency media execution models, channels, and trends. 

Refresh your understanding of independent agencies' media execution models and why this remains a key service offering. Identify the main channels, technologies, trends, and challenges these agencies grapple with when performing media execution and who within (or outside) the agency tackles these tasks.

• Independent agency game plans for third-party cookie deprecation.

See the percentage of independent agency leaders who feel prepared for the impending deprecation of third-party cookies. Explore alternative tracking and measurement strategies these agencies are testing and the overall impact they anticipate this phenomenon will have on business success.

• The impact of AI on media execution. 

Learn how indie agencies deploy artificial intelligence (AI) capabilities in their day-to-day media execution activities and workflows. Gauge agency leaders’ expectations on AI’s forthcoming rise in their tech stack and its attached limits.

• Strategies for navigating a fragmented advertising ecosystem. 

Check out how agency teams work to marry successful media execution efforts across increasingly fragmented platforms, channels, tools, and mediums. 

• Case studies from the field.

Read actual case studies from independent agencies like Cayenne Creative and CCF, which illustrate how a Media Execution Partner has provided a more accessible pathway to addressing the challenges detailed in this report.

Download this free report now for added insight into how independent agencies are responding to the industry's complexities and fragmentation and how they can thrive in the years ahead.