TLDR: Dmexco drowns in its own success and falls back into the online ghetto in the process. Online marketing relies on automation, the black box is getting bigger.
#Tech, CommTech, AdTech
companion strategy for data: Tech and AdTech blog posts
Interview: Taking media strategy into your own hands
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 like [...]