In this week's #TraderTalkTV Crimtan's Rob Webster discusses the evolution of the media plan. In a deep dive into how the media plan (or schedule) currently looks, he highlights the over emphasis on the retargeting piece, and how third party buyers can continue to add real value to both agency and its client by delivering a prospecting solution that helps advertisers drive actual new customers down the "purchase funnel" to conversion.
Webster, a veteran of the agency world, ultimately sees retargeting being consolidated by the agency trading desk and retargeting solutions like Criteo/Struq, with much of the prospecting being allocated to specialist third party traders on a managed basis.