Buying media from an unwired network was similar to a game of pin the tail on the donkey. It was labor-intensive (local invoices for days), hitting your target was never guaranteed and all parties were left with a dizzying feeling. Thanks to upgrades in technology -- think machine learning -- those days are gone.
Amy Corr is managing editor of MediaVillage. Previously, she spent 17 years at MediaPost as managing editor of online newsletters, where she also penned the weekly creative column, “Out to Launch.” She has also written for Adweek, Medical...