What's giving agency directors headaches these days? Rising CPC costs and slimmer margins? Grim outlook for global ad spending? Ad tech startups aggressively chasing the direct-to-advertiser relationship? Perhaps, all of the above?

The truth is, things are never going to get easier for an agency marketer. But as our performance advertising industry grows more complex, agencies can find more opportunities to add value to clients. The one caveat: this will require going a lot deeper with client data.

Dustin Engel of PMG says that now is the perfect time for agencies to fill key technology gaps for brands. Engel, who heads up analytics at PMG, a digital marketing agency serving brands such as Sephora and J.Crew, recently told eMarketer that "bringing a technical acumen" will be a key point of differentiation for agencies.

CMOs and agency directors, take heed: To win in the digital performance agency world, you now don't just offer a lower cost per lead and higher conversion; you meet your clients' needs in automation, data blending, and cross-network audience activation.