Digital platforms and TV networks often appear to be “must-buy” solutions for marketers.
But, as Group M Global President of Business Intelligence Brian Wieser notes, “In the face of a difficult negotiation or displeasure with the actions taken by a commercial partner, one party may feel they have no alternative but to proceed with a transaction.”
This should occur far less often than it does in reality, but Wieser says he sees this play out in media much as it does in other fields of business, especially with large digital platforms and television network owners.
