Ad planning and buying is about to get a lot quicker, because the many digital media advertisers are working with give of cues that can be used to speedily refine, recalibrate and retarget ad spots, says one ad exec.

It’s the view of David Parker, the global content technology lead for paper products company Kimberly-Clark.

“Because you’ve got more rich data coming back from the content you’re providing to the consumer, we’re going to move to a more agile environment,” he tells Beet.TV in this video interview.

The days of planning and optimizing budget will migrate to a more agile planning environment – you’ll put aside investment on bands, know the data point and to be able to react a lot quicker in your media buy.”

We spoke with him last week at event hosted by Mediaocean on the topic of Social TV

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