"It's a low margin thing, not something we are interested in." Thus spoke Brian Whipple, CEO of Accenture Interactive, on the day the Wall Street Journal reported the launch of his company's Programmatic Services division. His dismissal of all other media was interesting; he did not say they were unimportant or of little value, just low margin. Advertisers will be reassured that Accenture believes that high margins can be made in programmatic planning and execution.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.