I'm curious what your thoughts are from there? Who does the purchasing?
Don't tell me it's all going RTB or something like that; premium advertising is still how the publishers are going to make money and you really can't automate that.
You are going to need high touch sales presence, bespoke custom executions, etc.
The agencies don't get the markup the media buying companies do. They are to the advertising industry what realtors are to the housing market.
Most of the houses have no idea what they are doing, which only works because their clients are even more clueless.
It will change within the next 5 years and the media buying houses will be mostly gone with a few exceptions.