If you're in the SEO field, this shift is both a positive and a negative. If you can keep up with the workload, manage all the metrics, reporting, data and platforms AND perform effectively in all of these spheres, you're likely able to charge outsized fees (or earn a much higher salary). If you remain tactical and niche, you're either going to be undervalued or you'll need to find ways to make that specialization and the ROI you can earn visible to your clients/managers.