Why Read This
Efficient and effective digital media buying requires a commitment to the right partnerships, staffing, and organizational structure. This organization report of the digital media buying playbook will help marketing leaders plan and assign roles and responsibilities to achieve multiple digital media goals and match them with the most relevant organizational model. This report will also look at how best to define varying levels of responsibility — both internally and with agencies and other partners — to drive your digital media buying initiatives. Read this report and use its stakeholder map as a template for aligning digital media responsibility effectively across your own media buying practice. This report was originally published on October 18, 2012; Forrester reviews and updates it periodically for continued relevance and accuracy.