Data Killed the Media Planner
Data allows for far better targeting of ads and personalisation of content than traditional media planning. Some say it is only a matter of time until “data kills the media planner.”
Yet, the world of data is fraught with issues such as a lack of standards including missing measurement and brand safety standards, even fraud. The constantly changing ecosystem is difficult to navigate due to rapid technological change and a wide variety of players with different business models. The so-called “Walled Gardens” promise a trusted environment but this comes with a loss of control.
How will this all play out exactly and which players will benefit from the transformation to a world of data? In this panel broadcast and agency executives, a senior consultant as well as technology leaders will discuss technological and business model changes and the way content is discovered and ads are bought and sold.