"Alternative currency is not just a question of research and methodology. It's about operationalizing it."
Managing campaigns now takes an average of nine types of software or digital platforms.
Many marketing professionals said external regulation is necessary to make the advertising marketplace more open to scrutiny.
As far as industrial roadways go, Madison Avenue has lost its luster on Wall Street. That is more or less what the subject line of an email dispatch from "Campaign" magazine suggested this morning,
teasing: "Are Holding Companies Undervalued?"
In an effort to remove some of the noise and friction in the digital out-of-home advertising industry, a group of leading suppliers have joined to create a new, simplified standardization of the major
digital out-of-home advertising formats. The initiative, which includes both "demand-side" and "supply-side" platforms that enable advertisers and agencies to buy digital out-of-home advertising
programmatically, reduces the naming conventions of various biddable advertising formats by about two-thirds.
Four years ago, HP started the journey by owning its own data. "Getting through legal and procurement took a full year." Then it took on email, "and pulled that one off; now we're pulling in most of
the digital media activation: DSPs, paid social, and paid search."
Programmatic continues to be one of several emerging technologies that are reshaping marketing and media-buying into the near future, according to a new report.