The role of the media supplier will change as ad sales is predominantly automated, says Mark De Rijke.
Every year new solutions and formats are introduced to the digital world. New fancy terms are being used in the industry almost every day. Everyone is talking about the connected consumer, that content is king and we have to think digital first. I won’t even mention the year of the mobile.
The reality however is that these are nothing but buzzwords, but do highlight the key issue facing agencies and brands which is how to drive standout and relevant communication to an audience that unconsciously moves across multiple, overlapping platforms and show a tangible ROI.
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