Christmas read for all you data junkies.
The Big Data era and the rise of programmatic buying across multiple platforms has created a Catch 22 for agencies. After pushing brands towards programmatic buying agencies find themselves at risk of being cut out of the equation altogether.
According to Peter Friedman, CEO of LiveWorld, a NYC-based social content marketing company whose clients include leading CPG and retail brands, the programmatic age has caused brands to look beyond surface metrics. Now brands are turning again to an emphasis on efficiency and high impact. “All of our Fortune 100 companies are increasing their social media spend- they are saying let’s spend more money, more intelligently.”