by Wayne Friedman on Sep 28, 12:21 PM
Speaking at OMMA Video, Tony Pace, chairman of the Association of National Advertisers, says marketers still have major questions over what they are getting from media -- especially when it comes to what big data brings and new ad permutations in the digital media space. “Big data is an easy phrase that everyone throws out there; the presumption being bigger data is better than lessor data. Data is a good thing but not every piece of data is worth the incremental money or download time it is taking in the supply chain.” Pace adds: “Who’s fault is …
by Wayne Friedman on Sep 27, 4:02 PM
Speaking at OMMA Programmatic event, George Musi, senior vp and head of analytics & insight of Optimedia, says future programmatic deals need a lot more effort -- especially when it comes to determining value in key areas.Musi says it starts with the media agency as a “trusted advisor”. “The agencies have to go down this path and evaluate everything unbiasedly and then provide counsel,” he says. “When integrated with multi-touch algorithm attribution, it will create this value in the middle. It will value the message, the medium, the channel, the consumer and the environment.