That's what MDC digital chief Brandon Berger seemed to be suggesting when he did a recap of just how much the media marketplace has changed.
"It used to be a great business," Berger stated, as
his Powerpoint flashed to an image of an eagle-eyed GroupM global chief Irwin Gotlieb (aka the most powerful man in media) peering down from a Manhattan window sill.
That was the old world,
Berger seemed to imply, noting that the marketplace has shifted from buying media to "buying audiences."
"The problem is reach is easy for us to get," he said noting that all the demand side
platforms that ahave emerged have made it easy for agencies to acquire the audiences they used to get only by buying media via the kind of big agency behemoths that Gotlieb is known to run.
Gotlieb (Courtesy of Bloomberg/BusinessWeek)