When planning a TV or radio advertising purchase, you may receive an SCX or XML file from your ad sales rep when you request a proposal or list of available inventory.
As a follow up to the 9 ways the RFP fails in digital media buying, this article shows how today’s digital media landscape has rendered the RFP obsolete. The RFP process has been used in the advertising business since the beginning. But the dynamics of the media landscape has changed [...]
“The RFP is broken” is often heard among digital media planning/buying and digital ad sales teams (called “buyer” and “seller” in this article). However, the RFP – or Request for Proposal – has remained an ingrained part of the digital media buying process for guaranteed inventory. This article explores the [...]