news news, Opinion | May 22, 2017

Forget the algorithm: Why media planning is more important than ever

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by Joe Kowan, EVP strategy and product, Media iQ

Read the complete article here

Media planners were once the heart of the creative agency. They negotiated prime real estate, crafted brilliant strategies, and could make or break a campaign with the right reach, exposure and targeting savvy. But this is the age of the algorithm, and the programmatic revolution has transformed how ads–at least online –find their way in front of consumers.

But woe to the advertiser who leaves it all to machine learning. The fact is, the human side of media planning is just as vital as ever to the success of a campaign – it just demands a completely different toolbox and timeframe than in the past.

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