Current economic times require strong leadership, innovation and new ideas. Taking risks and trying new territories is vital to stay ahead of the curve. Maria will show insights into the digital roadmap from Marketing POV; which topics should make it on to your agenda right now, which efforts bring a positive ROI in Marketing and how can AI support this approach as well?

Stay tuned for the opening keynote which will lay out the current State of Marketing from her current and past work experiences and how to move forward successfully.

How can successful marketing be achieved in times of data overload, growing competitive pressure and rising customer expectations? Leading advertisers provide insights into their strategies and solutions: Which technologies make the difference for them? How do they use analysis and automation in practice? And which campaigns deliver proven results?

Media mix modeling (MMM) is experiencing a renaissance in times of data protection regulations, cookie deprecation and growing performance pressure. But where will the discipline be in 2026? This panel brings together leading experts to shed light on current developments in MMM. How far has the market really come? Where are the limits? And what best practices are emerging?

Digital out-of-home (DOOH) is growing rapidly worldwide - but what can we learn from successful international models? In this panel, experts from various markets will shed light on successful DOOH strategies, creative use cases and technological innovations. We will discuss which approaches have proven successful globally, how cultural differences influence campaigns and which trends are shaping the international DOOH business.

AI has arrived in digital marketing - from content creation to personalization. But not everything works smoothly. This panel shows where AI offers real added value today, where its limits lie and what pitfalls marketing experts should be aware of. With practical insights and honest assessments from everyday life.

Retail and customer transaction data is far more than just a reporting tool - it is the key to real competitive advantage along the entire customer journey. In this panel, we will discuss how marketers can not only use this data to gain valuable insights, but also use it specifically for target group activation and success measurement. At the same time, we will address the exciting question of whether the use of data ends there, or whether the data can also be used for campaign creation and AI.

In a world full of advertising promises, one thing counts more than ever: credibility. How do brands manage to communicate authentically, sustainably and ethically - without greenwashing or empty promises? This panel will provide inspiring insights, real success strategies and exciting discussions with experts who will show how responsible marketing is not only done right, but also really successful!

In times of rising acquisition costs, long-term customer value is increasingly becoming the focus of digital advertising strategies. in this panel, experts will shed light on how customer lifetime value can be meaningfully placed at the center of campaigns - and whether loyalty is really becoming the decisive currency. 

Connected TV and on-demand content open up new opportunities for programmatic advertising. But how can target groups be reached efficiently in fragmented environments? What data really counts - and how do you manage the balancing act between reach, relevance and user experience? This panel will shed light on the most important trends, technologies and success factors.

Programmatic advertising has long since arrived in digital marketing - but in the dynamic environment of live sport, the potential is still in the starting blocks. This session will shed light on how automated advertising technologies can make the leap into real-time communication during live broadcasts. What challenges need to be overcome? What use cases already exist? And what could the future look like when data-driven advertising meets the emotionality of sport in real time?