Getting that big advertising deal is fast becoming an all-or-nothing proposition.
For starters, the RFP, which invites a big crowd of competitors, appears to be going away. Fully 54% of advertisers using RFPs say so, and together, they predict it will happen in 2.1 years.
Already, RFPs apply in …
Reminder: You are seeing this premium content because you are a subscriber to MediaPost's Research Intelligencer and/or a member of the Center for Marketing & Media Research. This content cannot be viewed by non-subscribers/non-members.