The Percentage of Media Model Simply Doesn’t Work Anymore says Beeswax’s Jones


The infrastructure around how video inventory is programmatically bought and sold was developed in the early days of programmatic trading says Beeswax’s commercial director for Europe Cadi Jones, but it isn’t fit now for expensive, premium media. In this interview, Jones argues that the ‘percentage of media’ trading model no longer works, and also looks at the forces driving brands to bring programmatic media buying in-house. Filmed at TV Rise 2019 in San Sebastian.


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