How Agencies Are Adapting as Data Becomes More Important for Brands

Having a modern planning and reconciliation platform is a must

an eye with a magnifying glass held up to the pupil on a blue background
Brands have more access to data than they did before, making in-housing more of an option. Getty Images

Terms like campaign planning, optimization and reconciliation weren’t in vogue back in the Mad Men days of advertising. But today, skills in these areas are what set media agencies apart.

This story first appeared in the Oct. 26, 2020, issue of Adweek magazine. Click here to subscribe.
@andrewblustein andrew.blustein@adweek.com Andrew Blustein is a programmatic reporter at Adweek.