Once a quiet corner of the ad world, the discipline has become the darling of the business.
Agencies, like never before, recognize the value of clout and find themselves spinning out their media departments as separately branded companies to compete against entrenched independents. At the same time, advertisers routinely keep an agency for creative, but conduct media-only reviews by the boatload, saving millions in the process.
And the Internet has added even more confusion to what was already a chaotic scene. In this section, Ad Age explores where the media world is heading and how to catch the wave of enthusiasm surrounding it.