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Posted by David Cooperstein on July 21, 2009
Last week I was treated to sit in on a major agency pow-wow hosted by The Advertising Club and sponsored by ad exchange ADSDAQ, to address the latest trend in media buying science: Agency Demand Platforms. Each of the four major holding companies, represented by WPP's MediaCom, Omnicom Digital, Publicis' VivaKi and IPG's Cadreon – sent a senior representative from their media business to talk about the move into managing online buys through the construction of demand management platforms to manage online display inventory. The panel was hosted by none other than “the Wenda” who examined the issue of Art vs. Science when buying media at the IAB’s annual conference back in February. As always, she poked and prodded and uncovered the following:
For online media to grow from pseudo-science to art and science, these topics must be pounded out. For a call on Agency Buying Platforms, stay tuned to research from Emily Riley and Michael Greene in August. From a marketers perspective, how do you feel about an automated media placement process? Are attractive CPMs a motivator, or should your media be handled with kid gloves?