The future of ad agencies has never been more in doubt [The Business Insider]
THE PRICELINE GROUP INC COMMON (PCLN)
US:NASDAQ Investor Relations:
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Source: The Business Insider
The future of ad agencies has never been more in doubt Advertisers like Booking.com are relying less on agencies, and that should scare the ad business. iSpot.tv A few years ago, Booking.com , a hotel e-commerce site owned by Priceline, worked closely with a media-buying agency to figure out where to allocate its ad budgets. "We’d have meetings where we’d sit down and say, 'We should put this much on YouTube, this much on other sites,' et cetera," Pepijn Rijvers, Booking.com's chief marketing officer, told Business Insider. "And then three months later we’d ask, 'How’d we do?'" But Booking.com is about to cut out that middleman, and it could have big implications for the advertising industry. This week, thousands of top executives from the media, advertising, and marketing industries will touch down in France for the annual Cannes ad festival. There, these bigwigs will receive awards and look to ink major ad deals. Yet hovering over the proceedings are questions about the futur
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