Research Resources

The Evolving Landscape of Martech and Advertising

With media convergence, consumption of information across multiple platforms and devices, increased viewer information and targeting capabilities, and rapid changes in the markets for advertising, the rules of media buying and customer analytics are being completely rewritten. Owing to the massive expense allocated to advertising, this is a major priority.

2.1. Defining the Communication Message

2.2. Optimizing Media Strategy

2.3. Setting the Advertising Budget

2.4. Measuring Media Efficacy

“Is there such a thing as too much targeting? If so, where is that point?”

“What is the role of creative in a digital world?”

“Media buy has been a black box to us.”

“What effect do cord cutting, walled gardens, and ad blocking have on future media reach, effectiveness, and ROI?”


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