SAN JUAN, PR — These days, ad agency holding companies don’t only build media plans and buy.
Many have also become full-fledged data operators, offering their brands measurement, audience profiling and more.
In this discussion at Beet Retreat San Juan, Laura McElhinney, Chief Data Officer, Horizon Media, explained how that is changing her agency.
“We’ve invested a lot of money over the past few years in technology, that’s in our own internal tech stack,” she said.
“It does get very expensive. You now have operational expenses on top of that for the long term. I not just, ‘hey, this is going cost me $10 million to build’.
Horizon Media is the largest privately-held agency in the US with clients like A-B InBev and Geico.
It has its own data platform for creating people-based audience identifiers, Blue, built using TransUnion’s own identity graph.
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