Active International

Principal-based buying isn’t inherently bad. When incentives are aligned, clients get more precision and speed than traditional agency models often allow. The issue isn’t the mechanism; it’s the incentives.

“Data-Driven Thinking“ is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alan Izenman, chief digital officer at Active International. The programmatic revolution has created a new class of advertiser. They develop strategies based on analyses of large amounts of customer data, […]