Fragmentation has become a dirty word for brands and publishers as the media ecosystem grows in scale and diversity. The advertising industry and its media sibling have always been more comfortable in the past: 10 years-ago when the internet was simpler, 20-years ago and TV reigned supreme, 100 years ago and they still used paint – those were the days.
Media today is more diverse and more interesting than ever. Indeed, at the WARC Media Awards event (London, February 2018), the definition of media covered everything from minute-long cinema spots to the wrapper of a Wrigleys chewing gum. With some...