Stepping over into media

Buy-side, programmatic, reach and frequency, archetypes, media allocation by touch point, DPS, attribution.. these are some of the new words that have emerged into my vocabulary over the last month. After spending the last 10+ years working in creative advertising as a planner/strategist, I am glad to have a few new terms I can toss around.. beyond engaging, emerging, user-centric... etc. etc (check this site out for the best use of buzz terms: http://thedigitalexecutioner.com)Yet, more interesting than buzz terms, is that advertising and media actually utilize many of the same words, many of the same strategic processes, and propose many of the same creative ideas. Ten years ago, I would not have considered working in media because I thought it was all numbers crunching and sales deals, however the world of media today seems a lot more interesting - in fact, it's not media - it's communications planning. I think the opportunity for media agencies is to not only bring the quantifiable, ROI and precision to marketing ideas, but also to bring forth comprehensive planning solutions that include creative and media innovation. Ideally, going forth these two worlds will be integrated. After all, most people who do not work in the industry, assume media and advertising are the same, except internally we create the confusion.