Technology alone cannot deliver efficiencies

It is great to see the fast proliferation of new trading platforms that drive more accountable and efficient media buying, but also help the digital industry prise more ad spend away from less measurable media routes.

However, the rapid growth of these new platforms has meant that many of the online media buying agencies investing in these technologies need to identify and recruit people with the skills to use them effectively.

Technology on its own cannot deliver efficiencies and more targeted campaigns. This requires new skills, with greater emphasis placed on tech-savvy people with data analytics and statistical backgrounds who can make best use of exchanges and trading platforms. Agencies need to look at both areas if they really want to take advantage of the new trading models and targeting techniques.

Roger Williams, Director International marketing, Right Media

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