Ad Agencies May Look to Acquire Publishers in 2017

Agency Buys Publisher: Turnabout or Latest Trend?
– Advertising Age

Advertising Age quoted Manatt’s Jesse Brody, a partner in the firm’s advertising, marketing and media practice, for an article about a possible new trend of agencies buying publishers following VaynerMedia’s acquisition of PureWow.

Brody told Advertising Age that the industry should “absolutely” see these types of deals carrying on in 2017. “As publishers have been aggressively going after business that was normally solely in the realm of the agencies and creating native ad and other branded integrations, cutting out the agency altogether, it makes sense that agencies would now react in this way,” he said.

In addition to diversifying and potentially helping agency businesses, such deals could help publishers expand content development and video capabilities quickly by borrowing from their new owners, rather than having to grow them organically, Brody added.

Read the article here