Each media system improves its own performance signal, but none of them is measuring the same end outcome, writes 2PointZero’s Head of Media and Communications Vertical, Jawad Hassan.
Across the industry, the language of progress has become predictable. AI will transform planning. Omnichannel will unify the customer journey. Programmatic will unlock efficiency across formats. None of this is wrong. But it overlooks a more pressing issue. The constraint on impact is no longer access to technology. It is the ability to govern how that technology is used.
Most media ecosystems are not underperforming because of insufficien
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