Can TV Buyers Adapt to a Digital Model?

Can TV Buyers Adapt to a Digital Model? 

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Beyond just getting a seat at the table, digital buyers are suddenly finding themselves at its head—and the love of data, optimization and acronyms they’re bringing with them could seriously shake up traditional media buying where a steak and a handshake still rule.

Indeed, a growing number of agency media executives who grew up in digital are finding themselves overseeing the buying and planning of all media. Last month, veteran digital leader Amanda Richman was installed as Starcom USA’s president of investment and activation. She joins John Nitti, who rose through the interactive agency ranks to become president of activation at Zenith in late 2011, and David Cohen, formerly Universal McCann’s U.S.