Why Precise Media Agency Contracts Are Essential

Back in 1992 the phrase "It's the economy, stupid!" became a slogan for Bill Clinton's successful presidential campaign against incumbent President George H.W. Bush. The advertising industry was in a simpler place in 1992; most advertisers paid their agencies by commission, the Internet was not yet mainstream, media unbundling was in its infancy, agency relationships were less complicated and terms like AI, programmatic and RMNs were not in everyday ad industry conversations.