Three tips for transforming your agency for today’s technology
In this article, Megan Pagliuca, Senior Director of Professional Services of Yahoo!’s Right Media, writes about how agencies need to get with a data-driven technology program in order to compete in the days ahead.
Data-driven buying should be an integral component of every agency’s media plan, but using a technology platform as a central media trading arm is only the first step in designing a data-driven strategy. It is important to take a holistic approach and leverage all of the components of a technology platform, such as real-time analytics, buying, and market feedback. There are three core areas where innovation is essential for any agency to be successful: the development of new skill sets, the evolution of existing processes and the evolution of organizational silos.
To read the rest of the article, click over to AdExchanger.com.