Digitisation has far-reaching implications for our society. The complexity of products, processes and technologies is increasing rapidly, people are networking worldwide, there is a new spirit of optimism. At the same time, we are in permanent beta status. Just as we have mastered a software or interface, an update comes along and we have to relearn. It is rare for conditions to remain constant for more than a few years. The only constant is change. This has far-reaching consequences for our society, but also for media planning. Until recently, society was more structured, and socio-demographic target group descriptions were the simplest and most satisfactory way to describe clients.