The end of buying media, the rise of buying audiences
Joe Mandese
When it comes to industrial neighbourhoods, Madison Avenue has always envied Wall Street's. For three decades now, agencies have claimed that they bring the same science and sophistication to the planning and buying of media time and space that the financial industry brings to researching and investing in equities.
Given how the financial industry has performed of late, I am not sure that the ad industry should be trumpeting that analogy, but I'm seeing big agencies making claims that they are morphing into the equivalent of Wall Street's...