That's the subtext I've been picking up on at OMMA Ad Nets in Los Angeles.
It was said during the agency panel earlier today. It was echoed during the "Ad Net Survival" panel a bit later. And
it was emphasized by Initiative Managing Director Michael Hayes during his afternoon keynote.
"It's not about audiences," Hayes said about the shift taking place on Madison Avenue. "It's about
individuals."
That's interesting, because parent Interpublic's Mediabrands has made a lot of noise about repositioning its media shops, and trading system Cadreon, around the notion that they
are no longer buying media, but are now buying audiences.
Hayes' point is it's not good enough to buy audiences. You have to buy the right audiences for a brand, and that means systems and
processes that aggregate large, "scalable" audiences of individuals.
