A recent article on Quartz, Thanks to audit firms, Math Men are taking over Madison Avenue, points the spotlight at new entrants into the advertising business. Consultants are incurring on advertising agency territory with acquisitions of nimble creative, digital and traditional media shops.
In a recent post on AdExchanger titled GRP Integration Is A Waste Of Time Joe Mandel, President of PrecisionDemand argues the merits of pushing past GRP / TRP digital video buying in today’s landscape. One key point is that GRP as measurement, simply reach vs frequency, is a way of delivering campaigns without the benefit of vivid metrics relating to length of exposure, lifts in interest and ad interactivity. Agreed.
Agency powerhouse Magna Global and research giant eMarketer released updated forecasts for the programmatic marketplace. The report is aptly titled: Programmatic Ad Spend Set to Soar.