- In the review of decision-making in digital media buy in Australia, R3 found that strong influencers included external and internal parties, and that their impact on the final decision is largely determined on when their involvement took place in the overall buying process.
- Of all the stakeholders reviewed, media agencies remain the most important external influencer, but research and insights partners are becoming more influential due to the growing importance of data within the decision-making process.
- Discussions with advertisers revealed that they consider greater partnership with media owners part of ROI and they want media partners to play...
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