The Digiday Podcast is a weekly show on the big stories and issues that matter to brands, agencies and publishers as they transition to the digital age.
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Deep Focus’ Ian Schafer: Ad agencies are in competition with publishers
Ian Schafer, CEO of Deep Focus, sees anyone who creates content for marketers as competition for agencies. That increasingly means publishers. The challenge for agencies is that publisher business models often entail offering creative as an add-on to distribution. That ends up driving down the cost of content marketing, he says.