The traditional marketing funnel is breaking down due to privacy changes and automation, shifting the landscape for media buyers who must adapt to new data limits.
Liam Wade, director of performance at Impression, suggests this is a 'really exciting time' for media buying, with challenges prompting buyers to innovate beyond competitor strategies.
Mary O'Brien from PMG expresses concern about the rise of universal campaign types that could lead to auto-optimization, potentially disrupting how budgets are managed.
The conversation hints at a potential renaissance in creativity within media buying, as automation and AI open new avenues, changing the role of media buyers.
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