How Forrester Reframed Principal Media for Marketers
Forrester's Jay Pattisall explained why principal media is gaining marketer interest as budgets tighten, agency economics shift, and transparency expectations rise
Principal media buying is moving from a whispered agency practice to a deliberate governance strategy as marketer adoption surges. Forrester VP and Principal Analyst Jay Pattisall says tighter contracts, spending caps, and consistent measurement could determine whether the model delivers savings without sacrificing accountability.
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