When it comes to media buying, it's a jungle out there. The increasingly fragmented media landscape is fraught with both enormous challenges and unique opportunities for ad buyers. As in the animal kingdom, the difference between living to see another day and being eaten alive may come down to how well you can see.
Fragmentation has resulted in a media world that’s more multifaceted and complex than ever before. At the same time, savvy buyers have an unprecedented ability to target potential customers with highly customized—and effective—messaging. The key is to know where to look. And there are lots of places to look these days.