Will Digital Cause Agency Shrinkage?

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NEW YORK The increased automation of advertising routed through the buying systems of companies like Google and Microsoft will likely produce significantly altered agency models, according to a key AOL executive.

Dave Morgan, evp, global advertising strategy at AOL, said media shops have a faltering business model, with armies of comparatively low-paid digital media buyers propping up a layer of high-priced executives from the traditional side of the aisle.

The

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