Today we received news that true[x] media, an L.A./New York-based “engagement advertising platform” company, had signed former Microsoft global media director Meredith Brace as its new director of sales for the Northwest region. Brace, with more than 15 years experience at Microsoft and HP, will run the company’s new Seattle office.
We were interested in learning more about why Brace made the move, so we got her thoughts regarding trends on the media side of the industry.
“I have spent many years on the client side looking at solutions to major global marketing challenges.
In my experience, media buying is getting polarized.
One end of the spectrum is going towards volume based, efficiency and programmatic, and the other end is focused on highly customized, quality engagements.
For media strategists, the custom and quality side of things take time and attention, and we leverage our agency partners to deliver great solutions on the volume end.
However, the news and revelations around waste and ad fraud on the volume buys are concerning for advertisers and agencies alike.
The move to true[X] presents me with a new opportunity in a high growth, extremely innovative environment that allows me to leverage my background as a client to bring value to a rapidly accelerating advertising technology.”
The idea, then, is that such engagement services minimize the risks of fraud for the buyer.
Sound about right?