Attempts (by Google and others) to evolve media planning and buying into an open trading system (in which media buyers become “portfolio managers of their clients’ marketing budgets”) have largely failed in traditional, offline media, mainly because major media outlets – especially big television networks – do not want to make their advertising inventory available on exchanges and open trading systems.
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...
