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- Payment Terms Are The Hidden Wrench In Digital Advertising in
Marketing Insider on
3G capital, the investor behind many large CPG brands, started imposing 120-day payment terms with vendors in 2008. Today, many brands have adopted the same span between service provided and cash paid. All sorts of supply chain vendors have felt the pinch. For the digital advertising industry, the pain is particularly agonizing because it stops the flow of cash in the programmatic markets, which transact in real time, using minute detail and billions of data points.