How programmatic is putting planners and buyers on the same page

by Walt Horstman, President, AudienceXpress At most media agencies, traditional TV planning and buying are separate and distinct functions. This is largely due to the long-term planned nature of TV. Planners look out over the long-term horizon and bridge the marketing strategy with all the research information available to make key decisions on media channels, media mix, flighting, and the like.Read the full article