Instead of exchanging purchasing power for data power, media agencies need to see themselves again as service providers, who can live with 10-15% margins. Conversely, advertisers need to wrest control over data and technology and invest hugely in internal know-how.
Over 100 start-ups applied for the Deutsche Telekom Start-up Pitch at NEXT Berlin 2012. Twelve of these had the chance to pitch live at the conference, but just one could win. A top-class jury decided on the winner: Squadmail!