Mediaplus UK uses AI to link media planning with buying — integrated workflow gains traction

Context

Mediaplus UK says AI is letting the agency connect media planning and buying in ways it could not previously manage, according to Nick Tong, Managing Partner, Media & Data. The agency reports meaningful benefits, though the source excerpt is truncated and the specific metrics are not visible here. Agency and trading leads looking at whether planning-to-buying integration is worth prioritising should read the original piece.