As a digitally native business, we’ve built an audience-first strategy from the ground up and have been waiting for the industry to pivot towards it. Size is becoming increasingly irrelevant in the media planning and buying industry , as the sector shifts from " scale to strategic planning " , according to Daryl Lee , CEO of IPG Media . Lee believes technology , marketing and analytics have put nimbler , smaller firms on a level playing field with some of the sector 's biggest players . His comments come amid several acquisitions that demonstrate the trend , including S4 Capital 's purchase of Bloomberg .
Size is becoming increasingly irrelevant in the media planning and buying industry , as the sector shifts from " scale to strategic planning " , according to Daryl Lee , CEO of IPG Media . Lee believes technology , marketing and analytics have put nimbler , smaller firms on a level playing field with some of the sector 's biggest players . His comments come amid several acquisitions that demonstrate the trend , including S4 Capital 's purchase of Bloomberg .