Proprietary technology can create a low barrier to entry, a scalable means to reduce cost and a means to increase accuracy. If that’s truly the case with internal technology, why is it so often the case that service firms executives are frustrated with the results and return on investment and why does that frustration increase over time?

The reason agency performance may feel lackluster may be due to optics. Specifically accessible and actionable optics into "de-averaged" client performance and profitability. This simply means that agency performance is not solely based on universal truths and business health is dependent on unique variables across client business performance, teams, and media channels. However, optics across these variables are usually a blend of disconnected tools, spreadsheets, and guesswork.

How do we move from where the agency industry is today to a world where agencies are powered by DAO’s? A DAO model could be an evolution of partner-led operating models and the rise of professional freelancers.