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

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here