The professional media market is changing:
Media brands are becoming more international. Media agencies have the possibility to easily roll out their national services world wide. Accountability of media is progressing fast; CPM is replaced for real key performing indicators for businesses.
World wide media prices are too high!
Media-buying for advertisers is dominated by a few international media buying companies. They use different labels for competitive business and, in each market, together represent at least 60% of that market. In the last years their importance has grown. These companies depend heavily on kick backs and payment from the supply side of the market and because of this, world wide media prices are too high for advertisers.