Don't Let Platform-Based Buying Scare You

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

ClickZ, 1/31/11

I think the rise of platform-based buying spooks a lot of media people because at first glance it seems to devalue their skills and contributions.

The truth is more nuanced, and also more hopeful: it devalues a certain set of skills that were heavily used in the past, but also provides a very clear path to becoming more indispensable than ever before.

Let’s start with the core challenge. I’ve made the point before that platform-based media fundamentally changes the buyer’s job.

The focus of the job used to be about planning. In other words, about making the best possible choices in advance, before a campaign goes to market. With platform-based media the job is really about responding to what happens after a campaign launches.

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