You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Media Agencies Must Embrace Tech (or They'll Die Trying to Avoid It) Upfront Deals Made Months in Advance Need to Yield to Real-Time Adjusting By Richard Spalding, Published on November 20, 2013 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.