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It’s time to re-think the digital planning process
By Venessa Hunt, General Manager at ThinkPremiumDigital, Published AdNews
In the past 10 years, our relationship with digital has changed dramatically – as consumers and as media buyers. Yet the way digital media is planned hasn’t fully caught up. Venessa Hunt outlines the shift required.
In recent months, the industry has been preoccupied with the phasing out of cookies, changes in privacy and the rise of alternate identifiers. No doubt we will continue to hear about these topics as digital marketers adapt to the change that is coming and coming fast.
However, there’s a conversation that should have been had well before all this change started to come down the pipe: we need to talk about over-investment in low-attention media and the absence of basic logic in the digital planning process.
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