Nunatak helps numerous advertisers push ahead with the concept of in-housing. In addition to selecting the appropriate tech stack, their focus is on the questions surrounding which process steps advertisers should permanently implement in media buying and which expertise they should develop to do this. In our retrospective, we look back on what worked well and give an outlook on future developments.

Via Connected TV and OTT to addressable advertising – thanks to the growing number of different devices used for the consumption of moving images in the present, new and diverse opportunities for data-driven TV advertising are currently in the process of being created. In their presentation, Hannes Wittern and Maximilian Nolte from Xandr speak about the accelerating shaping of the market for Connected TV in Germany and thereby raise the not too insignificant question: to whom does the future of the programmatic CTV marketplace belong – the agencies, the marketers or possibly the walled gardens?

Global privacy laws like the GDPR and impending ePrivacy Regulation are creating new challenges for marketers. New consent rules require marketers to rethink the way they interact with users. How can you deliver on-brand privacy notices? What are innovative ways to approach cookies and consent to increase opt-in rates? In this session, we’ll answer these questions, review marketing compliance requirements around legitimate interest, consent, cookies and ad tech and provide thought-provoking examples of new ways to think about compliance to maximise user opt-in in the GDPR era.

• Understand legitimate interest vs. consent for marketing purposes
• Learn best practices for maximizing opt-in and consent
• Guidance to build an effective and GDPR-compliant marketing strategy

How can you optimize your programmatic setup? What technologies yield the best results? What are the decisive factors in viewability and ad verification? Experts from publishers have asked these questions and will explain their current solutions. Participants are invited to ask questions and talk about their own experiences. Only publishers and marketers can participate.

In recent years, numerous approaches have been developed for analyzing and using user journey (UJ) data to optimize display advertising, in particular, recurrent neural networks (RNNs). The talk covers the basics of RNNs and explains why they are ideal for UJ analysis.