Deutsche Telekom is two years into a massive digital transformation project. The goal: to take control of its media-buying practice and ensure it’s getting the transparency it wants on digital-media trading, a strategy driven by the continuing process of arbitrage. That’s fundamentally changed how it works with its agencies. DT has built an in-house ad tech stack, chooses its own tech providers, and controls its data.

Gerhard Louw, DT’s head of international media, was on hand at Dmexco in Cologne this week. Digiday caught up with him to hear how things are progressing and what effect the bombshell ANA report on rebates in the U.S. has had across Europe, where attitudes toward rebates are more relaxed.

Read the full Digiday UK article here.