By Angela Haggerty

Challenges with measurement and the necessary transition at management level are among concerns preventing broader uptake of merged buying and planning structures, according to research from Forrester.

The research, unveiled at Dmexco and commission by video advertising platform Videology, found that in a survey of 500 advertisers, agencies and media companies 70 per cent agreed it was “important” or “very important” that they are able to buy audiences in a cross screen, holistic way within the next three years. However, while 63 per cent of agencies said they expect to merge tradition and online video buying groups, more than half (51 Read full story ›

Source: The Drum