Twenty years after the birth of Google, in a far more complex and non-linear world, brands are allocating more media spend to a vast array of digital channels in an attempt to improve their customer-centricity.
Recent brand safety issues have highlighted the status of quality above cost and are compelling brands to reconsider their digital buying strategies. The complexity and fragmentation of the media supply chain has been exploited, all too often, at the client's expense.
Although we know technology enables brands to target more cost- efficiently, this alone is no guarantee of delivering true optimal performance. While it is...
