The pace of change in the industry – exacerbated by rapidly changing technology – poses unique challenges for marketers. In particular, the realities of viewability and brand safety in the age of programmatic is a topic that often gives marketers pause.
The upside is that marketers are relying on trusted partners more than ever to help them navigate the ever-evolving media ecosystem. According to Micek, “We’re relying on our agencies a lot to advise us on where are the places that make sense, making sure the measurement is there and again, sort of reaching the target that we think we’re reaching – and verifying that.” Watch more of Micek’s take on the role of big player media partners and agencies here.
In terms of environment, Dunham said, “We’ve always focused on content first.” Dunham shared his thoughts on walled gardens and the key to programmatic here.
Watch more of this insightful exchange here and view all the round table discussions with senior industry executives at www.LegendsLeaders.org.
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