The Media Leader UK’s Post

Omar Oakes Interesting news this morning and another milestone on the journey for independent media consulting. It has been clear for a long time now that the existing 'audit' business is expiring. It was relevant in a world of limited media supply when advertisers were buying the same media, but not so much now. And especially with biddable media. Not to mention the fact that the media agencies are very good at gaming the system. The plethora of channels and closed-loop measurement systems (cf Retail Media) calls for a different kind of independent advisory service, one that helps advertisers make better content and channel decisions before execution rather than turning up later to look at media costs. Effectiveness data analytics should be the lodestone. The independence of this advice is key where standardised measurement is lacking, choice is unlimited and accountability and transparency are mandatory (unlike now). And where the media agencies are increasingly unreliable. And, yes, it should include taking a view on the combination of creative assets and channel choices. Needless to say this is especially necessary in digital channels in order to optimise a sprawling, un-managed market with thousands of supply-chains.

Excellent analysis - as always

The seeds of this disposal were cast in PWC's failure in their role in the ANA latest programmatic transparency study. The conflict of interest is too great.