When media agencies create their own ad networks they are creating their own markets. Is that fair?
Joe Mandese, editor in chief of MediaPost Communications, wondered whether media agencies
are pitting clients against with each other when they form their own marketplace.
“We see it as a way to leverage data,†says Brendan Moorcroft, senior vp and director of global
digital strategy for Universal McCann. “Everyone is going to have a different value.â€
"It is about data ownership more than anything else,†says Nathan Woodman, managing
director fo Adnetik. “Advertiser will be seeking consumers for different reasons."