Mitch Oscar has been in the advertising business for over 40 years, having worked at Universal McCann, Carat, and Havas MPG. He is currently the advanced TV strategist at U.S. International Media (USIM).
However, Oscar is perhaps best known for his work forming think
tanks—such as the Collaborative Alliance and Secret Society—which have
focused on automated TV buying trends like big data, audience-based
advertising, programmatic, and advanced TV. “We meet to share ideas.
We’re probably one of the last democratic institutions left in the
United States,” Oscar deadpans.
“There’s a lot of competition by sector, whether addressable of
local programmatic, over-the-top groups, data companies, even mixture
companies,” Oscar says. “It’s a crowded playing field.” As a result,
agencies are having a tough time.
“When I first started in 1975, there was a 15 percent commission...
Read the full article on the Videa blog.