Here’s the companion podcast to The Ad Stack edition 94 “The Arbitrage of Dependency.” We do a 20 minute look at The 2016 ANA transparency report and the lost of trust in media buying. We all understood that breaking this practice off of the main agency made media a cash cow with creative moving from the advertising engine to the cost paid to sell media.
I recall making many static digital banners to match specific bonus “free” placements that weren’t in the original plan. Media seemed to call the shots more and more with creative going with the flow.
