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MEGAN PAGLIUCA: CHIEF DATA OFFICER HEARTS & SCIENCE.

As the chief data officer of Hearts & Science, Megan Pagliuca has implemented bold consumer strategies that have pushed the agency into a more "programmatic first" direction--a concept that wasn't always a priority within the industry.

"Programmatic and real-time bidding has been around for a while, but it's always been kind of the minority," Pagliuca explains. "Hearts, as a datadriven agency, has done several things to ensure that we are at 80% to 90% of our spend in digital being programmatic, so it's no longer a... remnant thing. So [we have] really kind of transitioned and made, I think, the North Star that was a dream for the last 10 years a reality."

Why is the widespread adoption of programmatic buying such a big deal? Because for years it has been touted as the future of advertising, automating the buying and selling of ad inventory while providing real-time, specific target-market analytics for a more informed client experience. The information gleaned from such analysis can also result in reduced frequency waste--or how often a consumer repeatedly encounters a particular ad. Pagliuca's incentive and savings model, for example, has decreased the company's frequency waste by 15%.

"Megan was literally the 'heart' of an agency-level redesign of our digital go-to market approach," says Scott Hagedorn, CEO of Omnicom Media Group North America and former CEO of Hearts & Science.

"You're either driving change, or you're trying to hold on to the old world," says Pagliuca. "You will be more successful if you are a change driver."

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Title Annotation:MEDIA ALL*STARS
Author:Miller, Sannon
Publication:ADWEEK
Article Type:Brief article
Geographic Code:1USA
Date:May 13, 2019
Words:262
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