WHAT HAPPENED TO POOL AUDITING? #MediaSnack Ep. 214

A one-two PUNCH of performance-based remuneration and new complexities in digital media has made traditional audit pools of media pricing less relevant. How are progressive advertisers starting to do things differently?Pool-based auditing of an advertiser's media prices was popular in the 20th century as a way for marketers to benchmark costs and feel their buying rates were competitive.But these days as the pools have shrunk, have advertisers found more effective measures? Especially as more media investment is traded in biddable media, what's the right solution?RELEVANCE and CONTROL are key to generating the optimal outcomes.#MediaForGrowth#MediaSnack is brought to you by ID Comms, the award-winning growth consultancy specializing in media and advertising. Advisors to the world's most ambitious brands.