Summary
Omnichannel digital media buying requires marketers to embrace new processes, partnerships, and staffing. This report helps B2C marketers plan and clearly define internal and external roles and responsibilities to deliver specific business outcomes with digital media buying. Read this report and use its stakeholder map as a template for aligning digital responsibility effectively across your own media buying practice. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
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