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