Last month, I proposed a new disruptive agency model that outlines the operational and organizational structure of the agency of the future. Now it’s time to turn our attention to the most important jigsaw piece: the question of the disruptive agency’s business model. Like the scene from “The Graduate” in which Benjamin (Dustin Hoffman) learns the secret to success in one word, “plastic,” the silver-bullet answer for agencies is “blockchain.”
I realize there’s a lot of “buzzy” talk about blockchain. But blockchain isn’t about technology at all. Rather, it’s about new business models that fundamentally change how business will be done. As Emily Becher, SVP AT Samsung NEXT International, explains: “Blockchain is a distribution of trust that can shift the distribution of power ….”
Don’t be put off by the geek-speak. Blockchain represents the biggest new revenue opportunity for agencies since 2005, before the industry was taken over by a few big ad networks, black box platforms and fraud. In 2005, ad tech was approached with a “wait and see attitude” because agencies didn’t see the business model. Ten years later, the business model is clear and agencies took the biggest hit.
Source:: AdAge – Digital