How exactly does the media world work, where do advertising budgets go, and why are compensation models so complicated? What role do media agencies play within the complex economic triangle, what gray areas exist, and why have traditional media become powerless? In this book, those responsible for advertising budgets will find answers to questions that no one openly asks. This book is a wake-up call, a loud plea from authors who want to shake things up, hoping that all parties involved will rediscover their values and competencies and apply them in the new digital world. Additionally, it offers practical recommendations and insights into new technologies, fragmented target groups, and data-driven intelligence. In short, the authors succinctly explain what advertisers should consider in their routine daily operations and in collaboration with media and media agencies.