TLDR: In an interview with HORIZONT, Willibald Müller advises advertisers to take back their planning and purchasing sovereignty. Ad server technology lowers the hurdles for strategy changes. More flexibility through own technical infrastructure.
Horizon: .companion advises customers to review their media strategy.
"The discussion about the role of media agencies has been reignited.
.companion partner Willibald Müller sees their future as anything but rosy: Since targeting is not working as promised, customers should take purchasing back into their own hands. He also no longer sees the agencies in the role of consultants "because they have neglected their planning competence.
Technology provides the key to more flexibility and realigned media strategies. Advertisers can become more independent.
Download the interview as PDF.
