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»Agencies

SPO unintended consequences
Doing SPO? Be Aware Of These Unintended Consequences

Supply-path optimization (SPO) has become a selling point for agencies looking to bring value and savings to clients in programmatic. An SPO strategy allows buyers to cut out players in the programmatic supply chain that don’t add value, such as resellers or exchanges that sell only duplicative inventory, while simultaneously funneling more spend toward exchanges... Continue reading »
by Alison Weissbrot // June 30th, 2020 //
»
IPG Mediabrands Launches A Framework For Buying ‘Responsible’ Media

The past week has seen a reckoning begin over the content policies – or lack thereof – governing the big media platforms. Major marketers, including Coca-Cola, Unilever and Diageo, are halting spend on social media at least through July. But there’s always the danger than these efforts end up being an exercise in virtue signaling once they’re... Continue reading »
by Alison Weissbrot // June 29th, 2020 //
»
MDC-Stagwell Merger Could Be A Canary In The Coalmine For Agency Consolidation

  The holding company MDC Partners was already struggling before COVID-19 decimated the US economy. But a proposed merger by Stagwell Group, first reported by AdAge late Thursday, demonstrates how the pandemic likely accelerated the end of MDC’s run as an independent public company. MDC Partners and Stagwell Group did not respond to requests for... Continue reading »
by Alison Weissbrot // June 26th, 2020 //
»
groupm global forecast
GroupM: United States Will Recover More Slowly Than Other Ad Markets

  The ad market will pay for the United States government’s late lockdown in response to the coronavirus pandemic, according to GroupM’s midyear global ad spend forecast. The US advertising market will shrink 9.9% this year to $207.3 billion, excluding political ad spend, which will buoy the market by $15 billion in 2020, according to... Continue reading »
by Alison Weissbrot // June 24th, 2020 //
»
GroupM Reevaluates Brand Safety In The Age Of Privacy And COVID-19

Brand safety is not a static concept. COVID-19 has surfaced how using brand safety as a blunt instrument can de-monetize news publishers during times when information is needed most. And as the pandemic accelerates the adoption of connected TV, digital out of home (DOOH), digital audio and gaming, brands must have a nuanced approach to... Continue reading »
by Alison Weissbrot // June 10th, 2020 //
»
marketer recovery
Dentsu: On The Road To Recovery, Marketers Look For Agility

Ninety-five percent of marketers have changed their 2020 marketing plans since March, according to a Dentsu Aegis Network survey, reflecting just how acutely the pandemic has heightened the need for flexibility. “It’s either been an optimization, a budget cut, a budget increase or shifting money throughout the year to better match new consumer behaviors,” said... Continue reading »
by Alison Weissbrot // June 8th, 2020 //
»
Forrester: US Agencies Will Shed More Than 50,000 Jobs By 2021

  The US agency sector will lay off about 52,000 jobs over the next two years as media spend declines 23%, Forrester predicts. Agencies are projected to cut 35,167 jobs in 2020 and 16,578 in 2021. The global picture is even starker, with the big six agency holding companies poised to eliminate an additional 49,695... Continue reading »
by Alison Weissbrot // June 3rd, 2020 //
»
marketers reopening
Brands Hesitantly Return With New Marketing Strategies As The Country Reopens

For better or for worse, the country is starting to reopen. But that doesn’t mean advertisers are simply flipping their media plans back on. As advertisers return to the market, they’re thinking critically about how consumer media and shopping habits have changed, and how strategies that worked in the past won’t necessarily work in the... Continue reading »
by Alison Weissbrot // May 29th, 2020 //
»
IPG’s UM Leads Forrester’s Media Agency Wave

Forrester’s Media Agency Wave, released Tuesday, gave the highest ratings to the agencies that used data platforms to improve both media execution and ad creatives and created a more centralized, integrated experience for their clients. IPG media agency UM led the 10 media agencies evaluated for the report. To qualify, each agency needed $10 billion... Continue reading »
by Sarah Sluis // May 26th, 2020 //
»
S4’s MightyHive Expands Latin American Presence With Digodat

MightyHive, the programmatic and data arm under S4 Capital, said Tuesday it has merged with data and analytics firm Digodat in Latin America. Terms of the deal were not disclosed. Digodat has more than 40 employees and offices in Argentina, Mexico, Chile and Colombia. The firm expands MightyHive’s Latin American presence beyond Brazil, where it... Continue reading »
by Alison Weissbrot // May 26th, 2020 //
»
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