Media Buying Briefing: Mediaplus carves a personal, data-driven niche among boutique shops

In an era of programmatic investment and complex media marketplaces made more byzantine thanks to the crush of ad-tech and mar-tech firms offering their brand of “unique” or “proprietary” solutions, does a personal touch or the offer of being a “partner” media agency matter anymore? 

The agency holding companies embrace that complexity and offer their road maps to massive multinational corporations to help wend their way across the landscape, but it’s hard to say they’re a “partner” to anyone but their own sibling companies — at least that’s the criticism of them and their size and breadth. 

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.