Principal media once again finds itself in headlines, at least in Digiday. That’s because it seems the agency holding companies are throwing any and everything they have at it to try to grow that side of the business. Several stories in Digiday last week point to this, and consultants that connect marketers to agencies are hearing and seeing the same. Part of the reason is that, as holding companies rush to equip themselves with all manner of bristling AI tools and services, they still haven’t quite figured out how to sell them. And meantime, principal media has become a major source of profit margin. Problem, meet solution. This is a…
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