Imagine a world where TV ads are bought in the same way investors buy stocks on the financial markets. Every day, billions of dollars in stocks are bought and sold using data and methodologies unique to each institution, investor and even platform. If we apply that same approach to TV advertising, it becomes obvious that the standard "currency" used -- whether it's the GRP or CPM -- is the least meaningful element. Most important is the flexibility that provides buyers with a seamless method to bring in their own data and use it to transact within the market.
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.