Abstract As advertising shifted from traditional to digital media spaces, advertising agencies quickly developed digital advertising expertise. Through interviews with 34 practitioners, this study examines the new roles and positions adopted by advertising agencies to accommodate digital media. Due to the complexity of the digital advertising space, four broad categories of new roles emerged from the data related to account management, strategy, creative, and production. This research is the first to identify and describe the roles in positions such as creative technologist, user experience strategist, and project manager. The new roles signify a fundamental shift in the industry from framing technology in terms of its production value, to framing technology in terms of its strategic value.

中文翻译：

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广告代理在不断扩大的媒体格局中的新角色

摘要随着广告从传统媒体空间转向数字媒体空间，广告代理商迅速发展了数字广告专业知识。通过与34位从业人员的访谈，本研究考察了广告代理机构为适应数字媒体而采用的新角色和新职位。由于数字广告空间的复杂性，与帐户管理，策略，创意和生产相关的数据中出现了四大类新角色。这项研究是第一个确定和描述职位角色的研究，例如创意技术人员，用户体验策略师和项目经理。这些新角色标志着行业的根本性转变，从框架技术的生产价值到框架技术的战略价值。