In recent years, digital marketing has undergone a significant and well chronicled transformation. Research estimates that real-time bidding (RTB) now accounts for up to 13% of US display advertising budgets and forecasts that its share will reach 25% by 2015. Around the industry, digital marketers extol the benefits of Big Data, audience buying, data management platforms (DMP), and real-time bidding. We’ve come a long way. So, are we there yet? The unequivocal answer is no. Most of the ingredients are in place, but the traditional agency model must change in order to expertly wield this toolset.