Media Help Magna Build New TV Buying System

摘要

On Mad Men, Sterling Cooper staffers worried when a computer moved into their offices. Now, in 2015, media agency Magna Global has installed a new automated system specifically for television buying at a time when data and programmatic are the industry's overwhelming concerns. "When you think about how the TV process works, it hasn't really changed much in 20 years," says Todd Gordon, executive VP, director, U.S., at Magna Global, one of the biggest media buyers and one that has been aggressively pushing automation.