“Marketing procurement has become an increasingly crucial aspect of the advertising industry,” says Groupm Global President of Business Intelligence Brian Wieser.
This should be unsurprising, he notes, given the scale of expenditures involved: for some companies, he says, advertising is the largest single budget line-item they manage.
“As a benchmark of its expanding importance, registration for the ANA’s annual marketing procurement-focused Advertising Financial Management conference more than doubled between 2008 and 2018, rising from 337 to 739 people over that time,” he notes.
