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November 23rd 2021: d3con Advertisers‘ Day

Der d3con Advertisers‘ Day ist für Werbetreibende und Agenturen, die ihr Digitalmarketing auf das nächste Level bringen wollen.

zum Programm des d3con Advertisers‘ Day

November 24th 2021: d3con conference

Die Hauptveranstaltung der d3con seit 2011. Hier treffen sich die führenden Technologieanbieter, Advertiser, Publisher und Agenturen zum Netzwerken und Diskutieren auf höchstem Niveau.

zum Programm der d3con Konferenz

November 23rd 2021 d3con Advertisers‘ Day

Main Stage Masterclasses I Roundtables
09:00

Free English live translation available

Teilnahme nur nach bestätigter Anmeldung

09:30

09:40

10:00

Teilnahme nur nach bestätigter Anmeldung

10:30

11:00

Coffee Break

Coffee Break

Coffee Break

Speed Dating: Advertiser meets Advertiser

Kostenlose Teilnahme in unserer Speed Dating Area

Teilnahme nur nach bestätigter Anmeldung

11:30

Teilnahme nur nach bestätigter Anmeldung

12:15

13:00

Lunch Break

14:00

Presentation:

Raoul Fischer Raoul Fischer W&V

Presentation:

Emily Roberts Emily Roberts BBC

Teilnahme nur nach bestätigter Anmeldung

14:45

Teilnahme nur nach bestätigter Anmeldung

15:30

Free English live translation available

Teilnahme nur nach bestätigter Anmeldung

16:00

Teilnahme nur nach bestätigter Anmeldung

16:20

17:00

Teilnahme nur nach bestätigter Anmeldung

17:30

17:45

Networking & Drinks

November 23rd 2021 d3con Advertisers‘ Day

09:00 Advertisers‘ Day Main Stage:

Free English live translation available

09:00 Advertisers‘ Day Masterclasses I:

09:00 Advertisers‘ Day Roundtables:

Teilnahme nur nach bestätigter Anmeldung

09:30 Advertisers‘ Day Main Stage:

09:40 Advertisers‘ Day Main Stage:

10:00 Advertisers‘ Day Main Stage:

10:00 Advertisers‘ Day Masterclasses I:

10:00 Advertisers‘ Day Roundtables:

Teilnahme nur nach bestätigter Anmeldung

10:30 Advertisers‘ Day Main Stage:

10:30 Advertisers‘ Day Masterclasses I:

11:00 Advertisers‘ Day Main Stage:

Coffee Break

11:00 Advertisers‘ Day Roundtables:

Coffee Break

11:15 Advertisers‘ Day Masterclasses I:

Coffee Break

Speed Dating: Advertiser meets Advertiser

Kostenlose Teilnahme in unserer Speed Dating Area

Teilnahme nur nach bestätigter Anmeldung

11:30 Advertisers‘ Day Main Stage:

11:30 Advertisers‘ Day Masterclasses I:

11:30 Advertisers‘ Day Roundtables:

Teilnahme nur nach bestätigter Anmeldung

12:15 Advertisers‘ Day Main Stage:

12:15 Advertisers‘ Day Masterclasses I:

13:00

Lunch Break

14:00 Advertisers‘ Day Main Stage:

Presentation:

Raoul Fischer Raoul Fischer W&V
14:00 Advertisers‘ Day Masterclasses I:

14:00 Advertisers‘ Day Roundtables:

Presentation:

Emily Roberts Emily Roberts BBC

Teilnahme nur nach bestätigter Anmeldung

14:45 Advertisers‘ Day Main Stage:

14:45 Advertisers‘ Day Masterclasses I:

15:00 Advertisers‘ Day Roundtables:

Teilnahme nur nach bestätigter Anmeldung

15:30 Advertisers‘ Day Main Stage:

Free English live translation available

15:30 Advertisers‘ Day Masterclasses I:

15:30 Advertisers‘ Day Roundtables:

Teilnahme nur nach bestätigter Anmeldung

16:00 Advertisers‘ Day Main Stage:

16:00 Advertisers‘ Day Masterclasses I:

16:15 Advertisers‘ Day Masterclasses I:

16:15 Advertisers‘ Day Roundtables:

Teilnahme nur nach bestätigter Anmeldung

16:20 Advertisers‘ Day Main Stage:

16:45 Advertisers‘ Day Masterclasses I:

17:00 Advertisers‘ Day Main Stage:

17:00 Advertisers‘ Day Roundtables:

Teilnahme nur nach bestätigter Anmeldung

17:30 Advertisers‘ Day Main Stage:

17:45

Networking & Drinks

November 24th 2021 d3con conference

Main Stage Stage II Masterclasses I Masterclasses II
09:00

Welcome

The doors open at 9 am - so you can start networking over your first coffee or find yourself a good seat.
09:25

10 years of d3con Free English live translation available

Opening with an organizer's review of the last 10 years.

09:45

Survivor’s Guide to the Adpocalypse

"I try not to look at advertising [anymore] because I think by and large it’s quite boring” - Sir John Hegarty For years now, critics of all kinds have been propheticizing the death of advertising. Whether brought by the VHS, TiVo, Social Media, Ad Blockers, Netflix, AR, AI, the Russians or the demonetization of YouTube videos, the Adpocalypse is coming - and yes, just like the night, it is dark and full of terrors.
Fernando Machado (Global CMO @ Burger King) will go beyond advertising to talk about how brands continue to reinvent itself through technology (wrapped up on what really matters: Creativity).

Excavating Tomorrow:
What algorithms tell us about the future of advertising Free English live translation available

Since the advent of programmatic, digital advertising is powered by an algorithmic infrastructure. But control and understanding of these algorithms is scarce. This presentation encourages to take a step back from daily practice and looks at what we as advertising professionals should know about the algorithmic economy.

The winners and the losers among the advertisers

Using concrete examples and outside analyses, Erik Siekmann presents the best and worst cases. He shows what differentiates the successes from the losers and what mistakes you absolutely have to avoid, or rather, what initiatives lead to success.

Human Data "Human data for data people"

The flood of data is constantly increasing, but what does this mean for our work as strategists and media planners? How many people are involved in data? How well can machines explain people to us? And how much does that help people to inspire people? A masterclass full of insights, eye openers, cases and food for thought.
10:15

The journey to in-house the Programmatic media value chain:
challenges and opportunities

The digital advertising industry is changing with most companys building in-house and direct relationships with the main digital media players to optimize their media buying value chain.
The starting point is usually the technology, which triggers significant changes in the organisational set up and in the relationships with media partners.
Learn how to navigate these changes and embrace the opportunity to gain back the control on your digital media activities.

Coffee Break

In-housing for advertisers revisited:
A retrospective & forecast

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.

Coffee Break

10:45

Coffee Break

11:00

Experts' Panel:
Programmatic 2021 Free English live translation available

Leading experts in the industry discuss the challenges and trends.

in preparation

Digital superheroes:
Native experiences meet the strengths of programmatic

More than 80 percent of digital advertising spending will be programmatic in 2021, as it has become a preferred method of purchasing. While on the one hand native advertising forms are receiving an ever-increasing budget, the native share of programmatic advertising expenditure is only 3 percent. In their masterclass, Reza Najib and Tom Kattermann will present reasons for the current native boom and also explain how advertisers can use the harmonious effects of native and programmatic to take their digital campaigns to a new level.

DoubleVerify masterclass

11:45

Leading Advertisers' Strategy Free English live translation available

Leading advertisers report about their strategies and successes.

E-privacy, cookieless browsers and other challenges for business models in digital marketing Free English live translation available

How do different regulatory threats affect business and how can we deal with it?

First-party data as the new currency in publishing

Browsers and regulators have moved privacy to the forefront, making publishers rethink their data strategies. The death of the third-party cookie is as a massive opportunity for the publishing industry. Come along to our masterclass to hear firsthand how BurdaForward unlocked audiences they couldn't activate before.

Adverity masterclass

12:30

Lunch Break

13:30

Brands and platforms panel Free English live translation available

Is it all about Google and Facebook? On which platforms do advertisers need to be present these days?

How technology is changing the publishing landscape Free English live translation available

Sales houses and agencies bundled supply and demand in the market. Publishers and advertisers had no direct link to one another. Programmatic advertising is shaking up this market, and controlling both size and tools will be decisive in the future. Publishers, tech providers and sales houses discuss which technologies are important and who can use them.

Building an Authentication Strategy in a Cookieless World

As we move to a post-cookie internet, it is getting harder for publishers to identify visitors and effectively monetize their sites programmatically. Learn how publishers can increase their revenue from first-party data with a privacy-first cookieless solution and how brands will benefit from this new solution for targeting and attribution.

Third-party Digital Risk – State of the Programmatic Nation

In the German media & advertising landscape, we are increasingly confronted with the risks of malvertising, redirects and 3rd party codes. Industry experts across the digital entire supply chain discuss solutions to ensure quality, security and a positive user experience in the future.
14:15

Publisher's business model for the '20s Free English live translation available

What business models can publishers employ today to help them remain relevant and successful this decade?

From linear TV to the digital moving image Free English live translation available

Leading advertisers and platform operators report on how they are dealing with the transition from classic TV to digital video advertising.

Connected TV:
A Real Opportunity for Data-Driven Buyers

From CTV to OTT and Addressable Advertising, the growing number of content delivery models has introduced new opportunities for data-driven TV advertising. The programmatic selling of ad impressions has already transformed online display, mobile and video advertising. Now, it’s TV’s time. Though still in the early stages, this session will explore the maturation of programmatic TV throughout Europe and how we can drive the growth of ad-funded Advanced TV in the future.

Outbrain Masterclass

15:00

Coffee Break

Coffee Break

The Hunt for 3ve:
Taking down a major ad fraud operation through industry collaboration

Taking down 3ve, one of the largest botnet operations, was no small feat for the team at HUMAN and their partners. Dan discusses the impact of the takedown on our industry and why it sets a precedent for future collaboration efforts.

Coffee Break

15:15

International Experts' Panel

Leading experts from international markets discuss the latest trends in programmatic. What can the German market learn from the colleagues in the US and UK?

Data Best Practice Free English live translation available

Alongside a customer each, leading agencies present a case for how you can successfully implement external targeting data for campaigns.

Don't Let the GDPR Kill Your Marketing Strategy:
Maximizing Opt-In and Building a Compliant Marketing Program

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

RMS masterclass

16:00

in preparation

Supply path optimization instead of all-powerful algorithms? Free English live translation available

In cooperation with

How deep analysis processes create a more transparent programmatic retail chain and redesign algorithms to work in the company's own interests.

Publishing experts fire-side chat

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 preparation

16:35

Programmatic Advertising with the Amazon DSP

Frazer Locke, Head of EU Ad Tech Sales at Amazon Advertising, will share his insights into the changing dynamics of the advertising industry and role of the CMO, how the Amazon DSP is adapting to these changes and which core areas they will be focusing on developing in the future to support their customers.

Display advertising market in Germany - quo vadis? Free English live translation available

Judging and quantifying the display advertising market has become significantly more difficult thanks to the arrival of new competitors and advertising formats. Peter Kautz gives us an insight into various models and explains the opportunities for evaluating them.
16:55

Innovation Track Free English live translation available

Here you will see the most exciting innovations of the industry briefly demonstrated.

Presentation:

Raoul Fischer Raoul Fischer W&V

10 Years On - User Journey Analysis Status Quo

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.

IAB Tech Lab – Standards Agenda 2021

We will take an in-depth look at the most relevant topics and priorities being worked on by IAB Tech Lab and its 750+ member companies globally. This will include discussion about Project “Rearc”, which is dedicated to re-architecting the digital advertising ecosystem beyond the cookie. We want to answer questions and understand local and regional concerns and priorities. Target audience is technically-inclined professionals from all parts of the advertising value chain – publishers, to vendors, to advertisers.

Live-Podcast

The d3con Podcast is the largest German language podcast that deals with programmatic advertising.
17:45

d3con Award Ceremony Free English live translation available

November 24th 2021 d3con conference

09:00

Welcome

The doors open at 9 am - so you can start networking over your first coffee or find yourself a good seat.
09:25 d3con Main Stage:

10 years of d3con Free English live translation available

Opening with an organizer's review of the last 10 years.
09:45 d3con Main Stage:

Survivor’s Guide to the Adpocalypse

"I try not to look at advertising [anymore] because I think by and large it’s quite boring” - Sir John Hegarty For years now, critics of all kinds have been propheticizing the death of advertising. Whether brought by the VHS, TiVo, Social Media, Ad Blockers, Netflix, AR, AI, the Russians or the demonetization of YouTube videos, the Adpocalypse is coming - and yes, just like the night, it is dark and full of terrors.
Fernando Machado (Global CMO @ Burger King) will go beyond advertising to talk about how brands continue to reinvent itself through technology (wrapped up on what really matters: Creativity).
10:00 d3con Stage II:

Excavating Tomorrow:
What algorithms tell us about the future of advertising Free English live translation available

Since the advent of programmatic, digital advertising is powered by an algorithmic infrastructure. But control and understanding of these algorithms is scarce. This presentation encourages to take a step back from daily practice and looks at what we as advertising professionals should know about the algorithmic economy.
10:00 d3con Masterclasses I:

The winners and the losers among the advertisers

Using concrete examples and outside analyses, Erik Siekmann presents the best and worst cases. He shows what differentiates the successes from the losers and what mistakes you absolutely have to avoid, or rather, what initiatives lead to success.
10:00 d3con Masterclasses II:

Human Data "Human data for data people"

The flood of data is constantly increasing, but what does this mean for our work as strategists and media planners? How many people are involved in data? How well can machines explain people to us? And how much does that help people to inspire people? A masterclass full of insights, eye openers, cases and food for thought.
10:15 d3con Main Stage:

The journey to in-house the Programmatic media value chain:
challenges and opportunities

The digital advertising industry is changing with most companys building in-house and direct relationships with the main digital media players to optimize their media buying value chain.
The starting point is usually the technology, which triggers significant changes in the organisational set up and in the relationships with media partners.
Learn how to navigate these changes and embrace the opportunity to gain back the control on your digital media activities.
10:30 d3con Stage II:

Coffee Break

10:30 d3con Masterclasses I:

In-housing for advertisers revisited:
A retrospective & forecast

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.
10:30 d3con Masterclasses II:

Coffee Break

10:45 d3con Main Stage:

Coffee Break

11:00 d3con Main Stage:

Experts' Panel:
Programmatic 2021 Free English live translation available

Leading experts in the industry discuss the challenges and trends.
11:00 d3con Stage II:

in preparation

11:00 d3con Masterclasses I:

Digital superheroes:
Native experiences meet the strengths of programmatic

More than 80 percent of digital advertising spending will be programmatic in 2021, as it has become a preferred method of purchasing. While on the one hand native advertising forms are receiving an ever-increasing budget, the native share of programmatic advertising expenditure is only 3 percent. In their masterclass, Reza Najib and Tom Kattermann will present reasons for the current native boom and also explain how advertisers can use the harmonious effects of native and programmatic to take their digital campaigns to a new level.
11:00 d3con Masterclasses II:

DoubleVerify masterclass

11:45 d3con Main Stage:

Leading Advertisers' Strategy Free English live translation available

Leading advertisers report about their strategies and successes.
11:45 d3con Stage II:

E-privacy, cookieless browsers and other challenges for business models in digital marketing Free English live translation available

How do different regulatory threats affect business and how can we deal with it?
11:45 d3con Masterclasses I:

First-party data as the new currency in publishing

Browsers and regulators have moved privacy to the forefront, making publishers rethink their data strategies. The death of the third-party cookie is as a massive opportunity for the publishing industry. Come along to our masterclass to hear firsthand how BurdaForward unlocked audiences they couldn't activate before.
11:45 d3con Masterclasses II:

Adverity masterclass

12:30

Lunch Break

13:30 d3con Main Stage:

Brands and platforms panel Free English live translation available

Is it all about Google and Facebook? On which platforms do advertisers need to be present these days?
13:30 d3con Stage II:

How technology is changing the publishing landscape Free English live translation available

Sales houses and agencies bundled supply and demand in the market. Publishers and advertisers had no direct link to one another. Programmatic advertising is shaking up this market, and controlling both size and tools will be decisive in the future. Publishers, tech providers and sales houses discuss which technologies are important and who can use them.
13:30 d3con Masterclasses I:

Building an Authentication Strategy in a Cookieless World

As we move to a post-cookie internet, it is getting harder for publishers to identify visitors and effectively monetize their sites programmatically. Learn how publishers can increase their revenue from first-party data with a privacy-first cookieless solution and how brands will benefit from this new solution for targeting and attribution.
13:30 d3con Masterclasses II:

Third-party Digital Risk – State of the Programmatic Nation

In the German media & advertising landscape, we are increasingly confronted with the risks of malvertising, redirects and 3rd party codes. Industry experts across the digital entire supply chain discuss solutions to ensure quality, security and a positive user experience in the future.
14:15 d3con Main Stage:

Publisher's business model for the '20s Free English live translation available

What business models can publishers employ today to help them remain relevant and successful this decade?
14:15 d3con Stage II:

From linear TV to the digital moving image Free English live translation available

Leading advertisers and platform operators report on how they are dealing with the transition from classic TV to digital video advertising.
14:15 d3con Masterclasses I:

Connected TV:
A Real Opportunity for Data-Driven Buyers

From CTV to OTT and Addressable Advertising, the growing number of content delivery models has introduced new opportunities for data-driven TV advertising. The programmatic selling of ad impressions has already transformed online display, mobile and video advertising. Now, it’s TV’s time. Though still in the early stages, this session will explore the maturation of programmatic TV throughout Europe and how we can drive the growth of ad-funded Advanced TV in the future.
14:15 d3con Masterclasses II:

Outbrain Masterclass

15:00 d3con Main Stage:

Coffee Break

15:00 d3con Stage II:

Coffee Break

15:00 d3con Masterclasses I:

The Hunt for 3ve:
Taking down a major ad fraud operation through industry collaboration

Taking down 3ve, one of the largest botnet operations, was no small feat for the team at HUMAN and their partners. Dan discusses the impact of the takedown on our industry and why it sets a precedent for future collaboration efforts.
15:00 d3con Masterclasses II:

Coffee Break

15:15 d3con Main Stage:

International Experts' Panel

Leading experts from international markets discuss the latest trends in programmatic. What can the German market learn from the colleagues in the US and UK?
15:15 d3con Stage II:

Data Best Practice Free English live translation available

Alongside a customer each, leading agencies present a case for how you can successfully implement external targeting data for campaigns.
15:30 d3con Masterclasses I:

Don't Let the GDPR Kill Your Marketing Strategy:
Maximizing Opt-In and Building a Compliant Marketing Program

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
15:30 d3con Masterclasses II:

RMS masterclass

16:00 d3con Main Stage:

in preparation

16:00 d3con Stage II:

Supply path optimization instead of all-powerful algorithms? Free English live translation available

In cooperation with

How deep analysis processes create a more transparent programmatic retail chain and redesign algorithms to work in the company's own interests.
16:15 d3con Masterclasses I:

Publishing experts fire-side chat

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.
16:15 d3con Masterclasses II:

in preparation

16:35 d3con Main Stage:

Programmatic Advertising with the Amazon DSP

Frazer Locke, Head of EU Ad Tech Sales at Amazon Advertising, will share his insights into the changing dynamics of the advertising industry and role of the CMO, how the Amazon DSP is adapting to these changes and which core areas they will be focusing on developing in the future to support their customers.
16:45 d3con Stage II:

Display advertising market in Germany - quo vadis? Free English live translation available

Judging and quantifying the display advertising market has become significantly more difficult thanks to the arrival of new competitors and advertising formats. Peter Kautz gives us an insight into various models and explains the opportunities for evaluating them.
16:55 d3con Main Stage:

Innovation Track Free English live translation available

Here you will see the most exciting innovations of the industry briefly demonstrated.

Presentation:

Raoul Fischer Raoul Fischer W&V
17:00 d3con Masterclasses I:

10 Years On - User Journey Analysis Status Quo

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.
17:00 d3con Masterclasses II:

IAB Tech Lab – Standards Agenda 2021

We will take an in-depth look at the most relevant topics and priorities being worked on by IAB Tech Lab and its 750+ member companies globally. This will include discussion about Project “Rearc”, which is dedicated to re-architecting the digital advertising ecosystem beyond the cookie. We want to answer questions and understand local and regional concerns and priorities. Target audience is technically-inclined professionals from all parts of the advertising value chain – publishers, to vendors, to advertisers.
17:05 d3con Stage II:

Live-Podcast

The d3con Podcast is the largest German language podcast that deals with programmatic advertising.
17:35 d3con Stage II:

Live-Podcast

The d3con Podcast is the largest German language podcast that deals with programmatic advertising.
17:45 d3con Main Stage:

d3con Award Ceremony Free English live translation available

17:45 d3con Masterclasses I:

10 Years On - User Journey Analysis Status Quo

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.
17:45 d3con Masterclasses II:

IAB Tech Lab – Standards Agenda 2021

We will take an in-depth look at the most relevant topics and priorities being worked on by IAB Tech Lab and its 750+ member companies globally. This will include discussion about Project “Rearc”, which is dedicated to re-architecting the digital advertising ecosystem beyond the cookie. We want to answer questions and understand local and regional concerns and priorities. Target audience is technically-inclined professionals from all parts of the advertising value chain – publishers, to vendors, to advertisers.