The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the:

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The need for accountability for advertising results and creating a return on investment has led to an increase in power for the media planning and buying side of the agency. They are responsible for choosing the most effective channels to reach the target audience and ensuring that the advertising dollars are being invested in the right places to generate results. Additionally, advancements in data analytics and technology have made it easier for media planners and buyers to measure the effectiveness of advertising campaigns and adjust them accordingly.

The Issue of Accountability for Advertising Results Combined with the Need