Media’s Third Wave: Buying More Creatively

The process of media buying has changed enormously over time, moving from a simple demographic approach to today’s data-rich, AI-infused programmatic buying. As agencies and brands have gained a deeper understanding of how to use data, their ability to deliver more relevant, more personalised messaging has improved dramatically; and a key driver of that improvement has been the forward evolution of media buying. Writing exclusively for ExchangeWire, Mark Grether, CEO, Sizmek, explains why the third wave of media buying centres […]

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.