Data-Driven TV Buying: Don't Overpromise

“There is a great danger in overpromising at this point,” stressed Janice Finkel-Greene, EVP of buying analytics at Magna Global.

What does she fear some in the industry are overpromising on? The current state of data-driven, or “programmatic,” TV ad-buying.

“The biggest reason I fear [overpromising] is that when we finally accomplish it, they’ll say: ‘Haven’t you been doing that for five years? That’s what I’ve been paying you for.’”

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