Programmatic, changing consumers and viewability: Future challenges for media planners and media agencies
Joseph CliftWarc
Overall adspend in the UK is set to increase at a rate of +5.5% this year, according to Warc's own data. And, within that total, internet spending will be the fastest-growing segment.
But media agencies, who are responsible for buying much of that advertising, are facing significant questions over their role in this fast-growth sector. The rise of programmatic media buyinghas been disruptive, leading to questions over the role of the media planner. And the associated issues of viewability and...