How to take a new approach to media, fit for the digital age:

Advertisers are having to rethink the way they invest in paid media and take greater responsibility for their investments rather than outsourcing the task to agencies, an industry figure has argued.

In a Best Practice paper, Media Transformation: How to take a new approach to media, fit for the digital age, Tom Denford, co-founder of the management consultancy ID Comms, explains that the need for Media Transformation has been driven by issues around transparency and safety in the digital media supply chain.