Why scalable agency growth relies on ad tech built for CFOs

"Agency leaders love to talk about attribution, outcomes and optimization. But when sitting with an agency CFO, the conversation shifts fast. It's not about campaigns, it's about capital. Most CFOs, whether at a holding company or an indie shop, quietly wake up thinking about the following: profit erosion hidden in daily operations, revenue left on the table, capital wasted through inefficiency, costs that scale faster than growth, legacy pricing that limits upside and missing momentum by being late to the next wave."

"Stop losing money: Making automation the first line of defenseEvery manual task, campaign setup, pacing, tagging and trafficking leaks margin. Agencies need to lean into AI media agents as the first line of financial defense. Not just chatbots, but true automatons that handle the most expensive parts of ad operations so that revenue isn't squandered to inefficiency. The financial truth is simple: Labor-based margin doesn't scale; automation-based margin does."

"Don't miss the opportunity: Leveraging first-party data to signal new revenue sourcesMost agencies discover a prospective client's needs too late, after the budget has already gone to a competitor. Bringing another identity graph to the table is the default, but what agencies really need is a dynamic and different way to surface high-intent audiences by connecting first-party client data with signals across the open internet. This doesn't just improve targeting; it reveals new revenue opportunities. Financially, this converts unpredictable upsell incom"

Agency CFOs focus on capital preservation, profit erosion in daily operations, revenue left on the table, capital wasted through inefficiency, costs scaling faster than growth, legacy pricing limiting upside, and missing momentum by being late to new waves. Ad tech operating systems provide financial control over media buying, activation and measurement at scale. Automation of manual ad-ops tasks with AI media agents reduces labor leakage and protects margins because labor-based margin doesn't scale while automation-based margin does. Connecting first-party client data with open-internet signals surfaces high-intent audiences, improves targeting and reveals new revenue opportunities by identifying prospects earlier.

Read at Digiday