In a September 2016 interview with MediaVillage, Erica Schmidt, Executive Vice President, Managing Director of Cadreon North America, commented: “In a world where audiences are ahead of the advertising expenditure in terms of time spent and dynamism, an evolution of planning and buying media is gaining momentum and will continue to do so.” A year later, Schmidt reinforces her message: “Clients are continuing to get smarter around data and as the data ecosystem transforms, we need to be further out in front to meet our clients’ needs.” A priority she points to is an ongoing transformation in the way digital advertising is activated and how digital models are integrated into linear TV optimization. “As we gain more insight through advanced data and are able to integrate that data into media decisions,” Schmidt explains, “we’re managing client digital activation under the Cadreon umbrella to deliver channel agnostic inventory -- managing frequency, duplication and performance, whether it is acquisition or attribution, to define the best value. We’re doubling down on what we have done and responding to a maturing data ecosystem.”
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.