• by Gavin O'Malley , Staff Writer @mp_gavin, August 23, 2016

In their pursuit of an increasingly audience-centric approach, what sort of hurdles are agencies facing? It’s a long list, according to the experts at MediaPost’s Programmatic Insider Summit on Tuesday.

For starters, “consolidation of media, and getting a better handle on all the data,” according to Liz Wood, media supervisor at H&L Partners.

The question is: “Do we consolidate all of our media … or parse it out to multiple partners?”  

These days, “a lot more clients are wanting to consolidate into one agency,” said Vincent Rinaldi, director of programmatica at iProspect.

There is also the matter of measurement, Wood said. “How do we know it’s effective?” Another question that comes up is “are we looking at the data the right way, or do we need to bring someone else in to look at it?”

Rather than just throwing money around, Emmy Spahr, director of programmatic at Razorfish, said part of the solution is properly anticipating all the “technical parts” of an upcoming campaign.