Mary Ann Pruitt highlights that the "great equalizer" in programmatic marketplaces gives independents the tools to effectively compete against larger holding companies.
Pruitt mentions: "This isn't white glove - it's totally transparent to the client, and they really appreciate that," emphasizing the importance of transparency in winning pitches.
Independents are increasingly invited to compete by clients who desire more options, with the flexibility of these agencies being a significant advantage.
Pruitt observes that the rise of independents is due, in part, to their ability to adapt quickly, which resonates with clients looking for better options.
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