“The classic function of media agencies, bundling purchasing volumes and passing them on to large advertisers in an opaque pricing model, is losing importance in a programmatic world. The times when sales are commission-based and not customer-oriented are not only unsuitable in the financial sector. Therefore, media agencies need new business models in order not to become superfluous. No one can tell me that services such as consulting or creation cannot be monetized in view of the complexity described above – provided customer orientation and good quality.”
– Dörner, K. and Heinemann, F. in an interview with Schütz, V.: “Opaque pricing models are mega out”, in: HORIZONT (No. 27/2016, 07.07.2016), p. 34.