Telekom Media Chief: Market's Biggest Weakness is Silos

In an interview with MEEDIA, Daniel Jäger, Head of Group Media at Deutsche Telekom, discusses the weaknesses of the advertising market. He criticizes the silo mentality where each channel is measured and optimized independently, which prevents advertisers from having control over their investments. Jäger advocates for a cross-channel approach that plans and controls reach and impact across all channels together. He praises initiatives like the AGF's unbiased cross-channel measurement approach and the ability to measure attention at the campaign level. His vision for the future includes a cross-channel cockpit that shows who is reached, how often, and the impact achieved, helping to allocate the next euro most effectively. He emphasizes that the ideal campaign is human-centric, orchestrating contacts across channels to create a combined impact, and that advertisers need transparency and comparability, not more data silos.