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The end of the agency: Media planning and buying will soon become fully automated, says C1X’s Rammohan Sundaram

Rammohan Sundaram, senior vice-president and managing director of C1X Asia Pacific, Middle East and Africa
Having been in the business for about 20 years, I have seen all aspects of media changing. Way back in 1999 I knew that eventually the internet would be the only medium that will survive the test of time. Modes of access will be different, so you could consume movies on your television but the platform will be internet. This is how Netflix works. You could consume videos that are device agnostic but the route will be through the internet. Communication will change and you will use apps as your destinations for everything.


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