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Another brand manager told me that many agencies are creating social spin-offs but they still operate like traditional ad agencies

 3. Continuity has become more important than campaigns. There’s a key difference between funding an ad campaign and supporting a social media effort.

4. Companies no longer want to outsource customer relationships.

“Agency employees are stretched thin, and their ideas are too. It’s harder to invest in a brand and do a bang up, non-cookie-cutter job for a client when you have 12 other brands on your time sheet. Moving to the client side allows for more opportunity to really invest in one brand and watch it grow.”

If you're an advertiser, there's a lot to think about here, especially the integrations that companies like Netflix are quietly selling to defray the cost of producing jaw-droppingly expensive fare like House of Cards. With reality on the rocks and scripted shows in a constant battle for the best teleplay, it's worth hitching your wagon to the right star.

I said a while back that linear cable would never sell premium inventory programmatically; I'm sticking with that. What's changed is linear cable likely will be unrecognizable in 10 years—even HBO is decoupling its highly prized service from a traditional cable sub

TV subscriptions are getting sold differently as consumers express their displeasure with the ever-pricier cable subscription model. That means more and more inventory is delivered in apps and through browsers. And that means programmatic sales, for sure.

consensus seems to be that it leaves advertisers scrambling to move money from linear cable to digital. That gets characterized without fail as a vote of no confidence in network programming, but it's really not; it's a vote of no confidence in the cable industry.

Snapchat now works with 15 outside partners that help sell its inventory, and in January it struck a deal with Oracle Data Cloud to show ads based on what its users buy in the real world.