The results from The Myers Report 2025 Survey of Advertising Professionals are unambiguous: the attributes most likely to win RFPs and renewals are Flexibility (52.6%), Outcome-based pricing (51.9%), Transparency (45.4%), Relevant programming environments (44.8%), and Brand-safe environments (41.2%). In other words, buyers are signaling: help me adapt quickly, pay you for results, see exactly what I get, run in the right contexts, and guarantee safety. This aligns tightly with broader market currents in video and programmatic.
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