Agencies, not advertisers, usually own the relationship with verification companies, though this is changing as more advertisers exert greater control over how their money is spent. Philips is increasingly bypassing media agencies and going directly to Amazon, Facebook and Google with its advertising needs. The Dutch firm is investing in technology that allows its marketers to maximise their media budgets by generating data on what adverts work best in which market. In the UK, where it has a market share of around 20%, Philips will be able to target ads at consumers who are most likely to buy products from Philips.
Philips is increasingly bypassing media agencies and going directly to Amazon, Facebook and Google with its advertising needs. The Dutch firm is investing in technology that allows its marketers to maximise their media budgets by generating data on what adverts work best in which market. In the UK, where it has a market share of around 20%, Philips will be able to target ads at consumers who are most likely to buy products from Philips.