B&T Media had a story yesterday on how Algorithm based targeting will replace traditional media planning.....who would have thought Advertising and Algorithm would share the same sentence...?

Media agencies are under the pump dealing with the array of new online and digital TV channels; most are reporting 40-50% increases in the number of TV spots they have to buy to reach the same number of viewers as three years ago.

And so media buying in its own right is becoming data-rich and complex. This will inevitably promote a higher dependency on a data-driven strategies for media buying to not only provide better marketing effectiveness but also efficiencies too.