There will always issues when dealing with the relationship between the Agency and Advertising Tech. It’s quite similar to the potential problems you get when you look at the connection with Agency and Publisher. Yes, there will always be issues, but there’s always going to be a lot to learn from the classic buyer/seller struggles of Agency and Publisher. You may even call them opportunities.
Kendall Allen has written an article on Marketing Land that talks about this issue and the opportunities that can arise from it, if you only look for them. Kendall discusses this more in detail in her article, which you can read by following the link below: