The trading model much of the media industry still uses today was conceived and built for fmcg advertisers in the last century, working with media owners who could deliver mass audiences.
Advertising campaigns were planned with long lead times and based on a repeatable model using big budget, single-channel campaigns.
Media owners enjoyed substantial demand for their inventory and were able to shape commercial terms in their favour. TV companies were particularly strong and could dictate terms to their customers.
The modern media landscape could not be more different. It demands a completely different approach by media agencies.
The benefit is that we can challenge the status quo and build our own trading model for clients, especially since we are free to operate outside the constraints of the agency deal system.