Digiday+ Member Article

A common complaint from ad buyers is what they dub “knee-jerk” reactions from CMOs. One of the most interesting ones is how the stock market determines spending decisions.

It’s been much more common in the last few months, as big ad platforms like Google, Facebook and Amazon all have experienced a high level of stock market volatility. Two weeks ago, when the tech sector, led by the duopoly as well as Apple and Netflix, led an overall market downturn, I asked a top ad buyer at a major independent agency if he cared at all. “I don’t, but my clients do.”

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