Why a crowded platform beats a single source

Channel planning is not about a single factor, but about balancing the power of a medium with its reach, the precision of targeting with cost, and understanding the tactical needs of the campaign with the characteristics of delivery.

Why a crowded platform beats a single source

Tim FoleyPointLogic, United Kingdom

Geoff WickenKMR, United Kingdom

THE CROWDED PLATFORM

Given today's sophisticated advertising environment and need for accountability, media campaigns can no longer rely on one...