Publicis Groupe's MediaVest, which buys for Proctor & Gamble, has announced that it has named its TV-buying teams "video investigation and activation units," putting digital experts alongside traditional broadcast buyers, AdAge writes (via MediaBuyerPlanner), pointing out that it's yet another sign that TV buying is morphing into a notion of a more flexible, video-neutral practice.

"Whenever I hear the word 'broadcast,' I try to dump it," David Rolfe, SVP and director of branded production at Omnicom Group's DDB, Chicago, is quoted as saying. "It's a grotesque anachronism that implies the model where we're just feeding viewers whatever we want them to have."