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Media Companies Gain on Ad Agencies in Data Wars

3 Minute Ad Age, Nov. 5, 2008

By Published on .

NEW YORK (AdAge.com) -- As the big media companies go heavily digital, they are generating and owning more of the consumer-behavior data that is one of the marketing's industry's most valuable tools. This new trend also enhances their ability to provide ad-agency-like services directly to their advertising clients. Ad agencies, meanwhile, are at an increasing disadvantage in their market if they can not gain access to such data, according to Booz & Co. VP Chris Vollmer, who spoke at the recent ANA Conference.

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