- Campaign, Monday, January 4, 2016 10:13 AM
Accenture's managing director and global lead for media management George Patten writes that in the complex and fragmented media buying
ecosystem where
quality and cost are in question, the industry "needs to acknowledge that media has grown into a highly specialized discipline that requires training
and deep expertise.""Analytics, automation and other innovative technologies can provide needed insights, but relatively
few companies have been able to take full advantage of these capabilities," Patten says, adding that
four elements are needed to add value in buying: transparency,
content, attribution and tech.Read the whole story at Campaign »
