In this session...
Consumers’ attitudes towards advertising continue to evolve rapidly with new requirements gaining traction such as a “mobile first” mindset, contextual awareness, advanced segmentation made possible by advanced analytics. Increasingly, for media companies to compete they are complimenting their portfolios with native and programmatic inventory.
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Native and programmatic advertising, two forces -- along with the explosion of mobile and video -- form part of the evolving mix of advertising options and revenue streams; but with these opportunities come challenges. These forms of advertising demand very different operational skillsets – creating a challenge in managing the portfolio in a coordinated fashion without losing the diverse set of skills and experience unique to each.
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