End of an Era: Media Buyers are Ditching the Much-hated RFP


Despite all the automation that’s come to media, the request for proposal has hung around like a bad retargeted ad. Sellers chase RFPs but only begrudgingly. They complain they put a lot of effort into responding to them but rarely get feedback from the agency. They can even be the instrument of abuse, as when a vendor offered to send agencies lobster rolls in exchange for RFPs.

And many agencies, believe it or not, agree. Buyers say RFPs often feel dashed off. Now some are determined to if not eliminate, scale back their use.

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