Look closely at this and look at how I've talked it here. Nice to have affirmation. That said, the operational and organizational challenges within the media buying community are large and will take a long time to overcome - which leaves a nice, fat business opportunity. At the end of the day, if someone delivers a higher performing platform for advertisers (more business at less cost) using a data/ad impression combination that is smarter than the old way - then it wins. Like the guy in the article said - media buyers are responsible for purchasing the most efficient media for their clients - what he doesn't say is that they don't always need to understand how it works - just that it does.
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