"Everyone is talking about "big data" changing the media business.
However, the industry will need to align money and power to make this
happen. Many large companies are still buying media by email or fax, and
planning seven, eight and nine-figure media spends with Excel
spreadsheets. It will take serious horsepower from multiple marketers,
working together in applying pressure, to change the industry.
Technology standards, including APIs for pricing, buying, and
performance metrics, will need to be standardized across multiple media
channels and enforced without exception. This will force marketers to
walk away from many publishers and sponsorships that don't comply. It
will change the business, accountability, and the sales model for the
entire industry. Not an easy task but Richard doesn't take no for an
answer. If you can build a spaceship – this looks easy," says AdvertisingAge. Read more.
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