The Evolution of Media Buying and Technology: A Contracting Dilemma

Byron Hing, Manager, Senior Legal Counsel , Adobe Inc.
Pamela Watts, Director, Associate General Counsel, Adobe Inc.
Gayle Taylor, Manager, Senior Legal Counsel, Adobe Inc.

Advertisers were once able to target sixty percent of all U.S. households by running an advertisement (‘advert’) during the Tonight Show with Johnny Carson. With the increase of media channels available to consumers, driven primarily by the growth of cable television beginning in the 1970s and the mass adoption of the internet that occurred in the 1990s through today, audiences have become increasingly fragmented, making it significantly more challenging for advertisers to find their target audiences. As consumers have moved to a digital world, the rest of the advertising industry has had to do the same. No longer are adverts limited to newspapers, television and magazines. No longer is it a matter of advertisers blindly turning over advertising budgets to agencies to increase brand awareness. And no longer are advertisers unable to determine which half of their marketing budget is wasted. Advertising has moved into a complex digital world driven by technology and data, often operated by advertising agencies and technology providers on behalf of their clients. Online media channels are now an integral part of advertisers’ media plans and marketing campaigns that are necessary to capture target audiences.

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USA Contract IT September 2020 Vol.13, No. 52, Summer 2020

Byron Hing

Byron Hing is a Manager, Senior Legal Counsel at Adobe Inc. where he leads a team that supports partner sales transactions for the Adobe Digital Experience Cloud. Byron is a member of the Interactive Advertising Bureau (IAB) Legal Affairs Council, earned an L.L.M. in International Business Law from Central European University, a Juris Doctorate from University of Texas School of Law, and a Bachelor of Arts from Cornell University.

Pamela Watts

Pamela Watts is a Director and Associate General Counsel at Adobe Inc. She leads a team responsible for providing global legal support for Adobe’s channel and partner businesses as well as Adobe’s North American public sector business. Before joining Adobe, she was a Director at Oracle and a Group Director at Siebel Systems managing and providing legal support for a variety of commercial and public sector sales, strategic partner and operations teams. Ms. Watts earned a juris doctorate from George Mason University, Antonin Scalia Law School, and a bachelor’s degree from the College of William & Mary.

Gayle Taylor

Gayle Taylor is Lead Counsel of Adobe Advertising Cloud at Adobe Inc. She leads a team responsible for providing legal support for a technology platform that global advertisers and media agencies use to buy, manage, optimize and measure advertising. Gayle is a member of the Interactive Advertising Bureau (IAB) Legal Affairs Council and holds a Juris Doctorate from Boston College Law School, a Master of Business Administration from the Carroll Graduate School of Management at Boston College, and a Bachelor of Arts from Brown University.

Adobe Inc.

About Adobe Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

USA Contract IT September 2020 Vol.13, No. 52, Summer 2020