Greg Sobiech
May 7, 2018
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Lines are blurring. Once the skill sets of media buyers and analysts were entirely separate, with each team working independently of each other. Sometimes information would be shared across the divide but that was as far as the collaboration went. Media buyers leveraged relationships and industry know-how to develop campaigns and choose the best placement for those campaigns. Down the line, analysts took in data, crunched numbers and eventually returned insights on how those campaigns had performed.