Increasingly, brand managers and marketers are getting involved in media planning, especially since next generation creative management platforms like Ad-Lib.io can provide transparency into media plans and targeting strategies. Media agencies will remain an important part of the plan according to Oli, but desire to control strategy, encouragement from leadership, and eagerness to test drive brand marketers to spearhead DCO efforts.
Read the full article from eMarketing Association accompanying the video here or watch Oli's full interview on their YouTube channel.
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