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Six years ago, media ecologist Jack Myers called it right on the almost total automation of media buying and planning. Now he says extending principal trading models into retail media is part of the new future for media agencies, as more retail media brands – the likes of Uber and United Airlines “that aren’t that interested in selling ads” – sell directly to agencies, who then arbitrage for bigger margins. Agencies, per Myers, will next become financial services companies, likely splitting off the media owning/buying/selling parts from the rest – and building their own DSP rivals to the likes of The Trade Desk to keep the 15 per cent margin. While media owners seemingly grasp that they must “come together as a single force to compete with these [big tech] monoliths instead of fighting against each other for a declining share of business”, Myers remains bleak – because most looming M&A and deal-making is focused on cost-cutting rather than genuine transformation. But he points to some immediate untapped niches that could yield quick wins for the remaining human-led sales teams. For everyone else, Myers says AI means those who ask the best questions – and then act on the insight – stand a chance of survival, from the rank and file to top management.

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