What's the future for publishers and content in a world where media agencies are ascendant in terms of technology, resources and power?
Come join Kevin Tan of Eyeota and Wendy Hogan, Chairperson Emeritus of the IAB Southeast Asia (and former head of CBSi APAC) for a discussion on finding equilibrium in the media ecosystem and find a way for supply and demand to live in harmony.
Media agencies have been relatively quick to deploy new buying and audience technologies in their media buying. Publishers have been somewhat more conservative in shifting over to a world of real time bidding and audience targeting. This has resulted in a situation where Media Agencies have significantly more information and intel on inventory and audiences and publishers are often flying blind. As publisher inventory is increasingly commoditized and revenues decrease, it is becoming harder for publishers to fund the development of content and retain audiences (and the resulting environment for advertising).
How can the industry find balance and sustainability?