Brands and agencies are working overtime to establish a cost-effective model that maximizes the impact of both paid media and creative in a highly disrupted marketplace. This is evidenced by a recent increase in agency reviews, in-housing and hiring transformation experts.
While the explosion of inventory that is available to be purchased programmatically has been a virtual godsend for media buyers seeking control and efficiency, it has certainly posed some creative challenges. And that is putting it lightly.
