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Media is the largest line on many marketing budgets, yet for too long, too many brands have been content to simply outsource much of the media decision-making to external agencies.

As more and more advertising moves to digital platforms be that digital out-of-home (DOOH), mobile, desktop or IP delivered TV, the methods for buying such media, often in auction-based markets, reduce the benefits of scale and increase the power of smarter, data and insight-driven choices about what to buy and when to drive a business outcome.

This is forcing many advertisers to transform the way they invest in paid media.