Publishers are getting their backsides handed to them by agency groups because the agencies have moved almost entirely away from relationship-based decision making. They may not be leading negotiations, but the data natives are calling the shots.  According to media ecologist and MediaVillage founder, Jack Myers, perhaps only “small data” that unlocks relevant insight can save media sellers – at least those smart enough to stop trying to compete with Google and Facebook. Creative agencies, he says, need to get with the programme or risk dragging legacy media down entirely.