The changing media environment has raised client expectations of agency technology capability to a level that is unrecognizable from a decade ago. Yet (perhaps unsurprisingly) nowhere in the ANA US Transparency Report, nor likely in the upcoming guidelines, is a positive reference made to either the increasing complexity of the US media market or the investments in technology, data and human expertise made by media services companies and their parent companies in response.
Rob Norman: The ANA Report -- Addressing Complexity Is a Complex Issue
