Buyers and sellers of advertising  face challenges as digital media evolve.

Things such as speed of change, time pressures, new competitors, as well as evolving organisational structures within agencies and media companies, along with inconsistent knowledge and experience levels, affect both sides of the equation.

The digital agency and supplier landscape is overly complicated, with an abundance of media and ad format choices, with no standard practice as to how either buying or selling organisations are structured.  Agency structures vary from those where the digital planning and buying is done by the same teams that plan and buy other media to digital agencies where only interactive media is planned and bought, and everything in between.

It’s the “everything in between” which causes the most angst on the part of sellers. For those who sell digital media only, it’s fairly straightforward - find the planner/buyers within the agency who speak your language. It gets more complicated for the sellers who are pitching cross-platform solutions - they need to sort through who to call on – the “traditional” planner/buyers or the digital guys, or both, or someone higher on the foodchain within the agency, or should they call on the client direct? Unfortunately there isn’t one right answer.

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