, Jan. 22 -- As the IAS we are in a unique and privileged position at the heart of the marketing industry where brands and agencies intersect.

We have many conversations with CMOs and agency leaders about the marketer agency ecosystem as we help all participants work together to deliver effective marketing that will drive growth.

One of the biggest surprises and learnings from the Agency Scope 2023/2024 study, the results of which are currently being presented to various industry players, is the growth in the number of agency partners/platforms that a CMO interacts with. On average this number is more than 15.

When I look at a recent report from our partners, AAR Group in the UK, they have identified in more detail which types of partn...