How much of your ‘working media’ is actually working?
The “working media” debate, i.e. what percentage of advertiser programmatic budgets get spent on pure media (and what this percentage should be), has been raging for some time now.
It’s a contentious topic, fueled by a historic lack of transparency, but one that, I feel, has a simple solution:
1. Work with partners who can give you full transparency of the programmatic value...