How to spot the pitfalls in the murky world of online media buying
Buying online media can be a shady business. Recently, I was asked for an overview of the potential pitfalls. I thought this would be useful to share:
Chain buying
This is the biggest issue in media buying: suppliers buy off each other and charge margin at each step in the chain. Some suppliers add value with their services, such as optimisation algorithms, or scale economies, which can be worth the extra cost. Although with some charging 40-60 per cent, I struggle to believe that it’s worth it.
Where the scam really begins is when agencies put their own networks on the media plan. Read full story ›
Source: The Drum
