Does it ever feel like your new digital super powers actually make your life more complicated?
A growing number of marketers are coming to that conclusion.
In Beet.tv’s Responsible Media Global Forum with GroupM and the 4As, plus with IBM Watson Advertising, MediaMath, Nielsen and Pubmatic, a series of guest speakers wrestled with balancing the new capabilities with a drive for simplicity.
ANA CEO Bob Liodice said a major problem is “information asymmetry”, the “increasing level of opacity” over advertising data.
“This is very different from where we were 10 years ago, when we had such a relatively simple landscape,” he said.
“Marketers are receiving relatively less and less information for which to be able to make responsible media investment decisions. We have less to make those calls and less to be able to analyse the impact of those results.”
4A’s EVP for government relations Alison Peppersaid agencies are having to live with the new regulated environment – but they …