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NEW YORK The march into the digital age is bound to challenge agencies to direct relevant ads to appropriate customers in a fragmented media landscape, Carat North America CEO David Verklin said.
Speaking at the OMMA Conference East in New York, Verklin said media’s increasing digitalization, which will give consumers more control, presents agencies with the need to target marketing messages to consumers scattered across hundreds of different media channels.
“We’re struggling with more information than we know what to do with,” Verklin said.
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