Industry point of view
AI made content cheap. The only thing clients will pay premium rates for now is proof.
Production has been commoditized — the defensible layer for agencies has shifted to measurement, data infrastructure, and agentic campaign operations. The agencies pulling ahead compete on proof, not output.
What we see across the industry
Marketing teams juggle seven data sources on average, and client reporting still means account managers burning billable hours screenshotting ad platforms into slide decks. There's no unified view of campaign ROI across channels — which makes every retainer renewal a debate.
AI scaled content production, but measurement didn't move: output is up, attribution is as murky as ever, and clients are starting to ask why AI-assisted work costs the same. Margin pressure lands on whoever can't demonstrate data-backed strategic value.
Privacy rules and the end of third-party cookies made first-party data unification a survival requirement. And agentic campaign operations — where AI acts, not just drafts — is wide open: only a sliver of marketers have that capability today.
The research
The measurement gap
Our experience here
Work we've already done in marketing & agencies
Agencies are one of OBIS's largest client groups: one martech consultancy scaled to 50+ dashboards on our work; we've delivered white-labeled, client-facing reporting for agencies including Voodoo Ltd, PullRankMedia, Inseev Interactive, and Gravity Rail Media; and we rebuilt the marketing-technology stack behind a 28-campus enrollment operation.
“We represent a large global client who expects world-class reporting that is clear, insightful and presented in a slick professional format. That is exactly what OBIS delivered.”
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Led by Jacqueline DeStefano-Tangorra, CPA, CFE, CDMP
Founder & CEO, Omni Business Intelligence Solutions
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