To adapt to the new world of self-defined media exposure, Interpublic exec Bant Breen says agencies need to focus on hyper-personalized media, according to MediaPost.
Breen's comments came during a session at the OMMA conference in Hollywood. Agencies, he suggested, need to exercise a louder voice in the conversation that's helping to define the new media environment, since their fate is directly tied to how that world comes into being. To do that they need to think in terms of not only what will be coming in the future but also what's happening now, he said.

Breen cautioned that while personalized media is happening on some levels now, the landscape is more of a hybrid of new and traditional media.

Measurement of new media outlets and technologies remains a major sticking point in agency planning. When that is more definable and new technology is more scalable, then the tipping point in terms of user and agency adoption of those technologies will be crossed, Breen said.