The COVID-19 crisis and the tough economic conditions halfway through 2020 are forcing most marketers to re-evaluate their digital ad spend, the vendors they use, and the effectiveness of their digital marketing efforts. Well documented examples in recent memory include P&G finding $750 million in cost savings by cutting the number of agencies they used by half, and an additional $400 million by simplifying and shortening the digital advertising supply chain. They also slashed their digital ad spending by $200 million and saw no change in business outcomes.
I wrote previously that 1) targeting in ad...