Digital Advertising

IT Digest Q&A with Tom Cheli, CEO at Frequence Inc.

In this exclusive interview with IT Digest, Tom Cheli, CEO and Co-Founder at Frequence, discusses the top digital trends in B2B advertising sales and media seller relationships.

Tom, what are some top (global) trends you are seeing in advertising sales as well as tools from around the world that are changing the game for this space?  

Technology has enabled massive amounts of new media creation. This has made it more complex for local advertisers to reach their target audience across channels like search, social, programmatic, linear and addressable video. Technology can help support the relationship between media sellers and local businesses, allowing media companies to profit by selling more and better advertising.

What are a few of the biggest challenges you still see leaders in marketing and advertising make when it comes to planning and executing omnichannel media strategies?

A lot of people would say attribution is a growing challenge. Two others are Forecasting and Automation: How do I get the very best of each tactic at the local level with a consistent message reaching my target audience? You need technology that allows you to forecast, deliver, optimize, and measure across each channel.

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