©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Creative types used to be the top dogs at ad agencies. No more. Now they have to share the spotlight with the quants, the people who can massage massive amounts of data to help make on-the-fly decisions that will deliver the right ad to the right consumer at the most opportune moment.
Every big agency now has a trading desk for buying online space or is doing deals with ad networks and platforms. The goal: to parse online behavior, within milliseconds, into finer and finer slices that allow for more precise targeting.