How do you measure value in today’s ever-changing landscape? In truth, everyone will have a different take on this, based on their own bottom line or business objectives. But as budgets continue to tighten and ad tech moves further out of the shadows and into the limelight, this is a question that will keep coming up.
And rightly so. In times of disruption, organisations tend to revert to safety mode, optimising within their limits, negating risk with very small investments and cutting back on key hires in order to break even. Seems almost counterproductive, doesn’t it? Caution is always advisable, but so too is stepping out of your comfort zone to go beyond your traditional service a
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