The Financial Times delves into their latest research paper - Bridging the Trust Gap - written in partnership with the IPA.  

In an environment where consumer confidence is fragile, regulatory scrutiny is intensifying, and competition for loyalty is fierce, trust has become one of the most valuable assets for brands.

But while marketing and communications leaders instinctively understand the importance of trust, proving its tangible business value to internal stakeholders remains a challenge.

Learn why trust matters, how to build trust and link it to core business outcomes, whilst at the same time understanding the best media channels to increase trust for your brand.

At this masterclass, we will discuss how to scale marketing strategies in an increasingly fragmented and privacy-first digital landscape. The session centers on the shift from tracking individual identifiers to utilizing Persona Intelligence and AI-driven "Personified Signals" to maintain strategic intent across various screens, including CTV, mobile, and web. By moving away from deterministic tracking and focusing on persona-led execution, marketers can reduce media waste, achieve better cross-device coherence, and ensure high-precision targeting that respects consumer privacy. Ultimately, the presentation frames AI as a "strategic safeguard" that allows brands to reach the right audience mindset with surgical precision, ensuring a unified narrative even as traditional identifiers continue to erode.

Programmatic DOOH has long evolved beyond simply being digitized OOH advertising, yet it is still often planned like traditional OOH. This masterclass explores why we must consistently think of pDOOH as a true digital channel: audience based rather than purely location-driven, data-informed rather than static, and performance-oriented rather than focused solely on reach. It’s about shifting the perspective from screens to audiences, leveraging data intelligently, and adopting a measurement framework that evaluates impact rather than just exposure.

The Big Screen has reached the peak of its revolution: According to a recent Bitkom survey, video streaming in Germany has overtaken linear TV in reach for the first time. But while viewers transition seamlessly between high-end studio productions and their favorite creators on YouTube on the BigScreen, advertisers are facing a massive fragmentation trap. This session demonstrates how Display & Video 360 breaks down these silos, allowing every ad dollar to work harder through intelligent, holistic inventory management on the Big Screen. Based on real-world cases from brands like Mars, Taxfix, and Polestar, we explore how to unify inventory diversity, cross-platform frequency management, and measurement into one highly efficient strategy.

Ever wondered how to make your programmatic campaigns smarter before the auction even begins? Discover how sell-side decisioning brings intelligence closer to the impression—unlocking greater efficiency, sharper targeting, and stronger outcomes for your media investments.

Media planning is no place for guesswork. Achieving genuine media efficiency demands validation. The answer lies in outcome-led planning. This approach adopts a ‘working backwards’ philosophy—starting with the business objective and tracing the path back to the data source. This session explores how to effectively translate KPIs into granular inventory strategies, using audience data to secure relevance rather than simply buying space. The result is a transparent supply chain with minimised wastage and media impact that truly stands up to scrutiny.

Podcasts are one of the most intimate and effective forms of brand communication: they speak directly into the listener’s ear. Those who understand this space and leverage it programmatically can build mental brand presence that truly sticks. In this masterclass, you’ll discover how podcast advertising embeds itself in the subconscious and the psychological mechanisms that turn listeners into loyal brand advocates. We’ll share exclusive, practical strategies on how to keep your brand top of mind through smart podcast advertising.

Agentic AI marks the next step in development after generative AI: moving away from simply “responding to prompts” toward systems that independently pursue predefined goals, make decisions, and execute tasks across multiple steps. This is highly relevant for advertisers from a strategic perspective, as it can fundamentally change the planning, control, and optimization of marketing measures, with direct implications for effectiveness, efficiency, governance, brand safety, and compliance. OWM and Accenture classify the key findings of the study and show how advertisers, publishers, agencies, and consumers currently assess agentic AI. Angela Kim and Patrick Swientek then discuss their own experiences and what expectations, questions, and needs are emerging.

How can brand building and sales be strategically combined in urban areas? In this masterclass, we take a look behind the scenes of a wide-reaching beauty campaign. Leonie Schneider (Shiseido) shares exclusive insights from the customer perspective, while Laura Hentschel (COO, It Works Group) provides insight into the programmatic logic used to activate out-of-home, programmatic DOOH, and mobile advertising across channels.

The gap between valuable target group analyses and their precise application in media planning is a well-known complexity. This masterclass is dedicated to the technological solution to this problem for connected TV campaigns. A core element is geofusion, a technique that merges our proprietary panel-based database with multi-layered target group insights with a geo-based data set to make the data addressable. This enables unprecedented activation at a granular geo level, allowing data to be used directly in campaign management without manual detours.

We bring telco data to the open web — for reach and precision at scale. App, TV, and motion data come together to create unique insights: what people are interested in, where they spend time, and how they move. Our integrated approach delivers more incremental reach, less waste, and more efficient audience targeting — with full control over the data. We’ll show you what that looks like in practice on site.

Geotargeting is currently under justified scrutiny. The offline/online bridges underlying the adality ID graph form the shared foundation for effective geotargeting as well as first-party data activation. Two case studies provide context for both use cases within campaigns.

Classic, static MMMs often feel like looking in the rearview mirror: the results arrive too late for day-to-day operations. Yet, in volatile markets and a world with fewer and fewer signals, agile solutions are essential. Discover how Fressnapf—in partnership with Google—is mastering this evolution: shifting from one-off analysis projects to dynamic, “Always-On” Marketing Mix Modeling. We will show how Fressnapf uses granular data and agile processes to close the “blind spot” between online and offline. Learn how to make incrementality meas

Why PR and communication suddenly determine relevance in AI search systems – and how you can control them.

ChatGPT & Co. are fundamentally changing how people find, compare, and select companies: AI systems are becoming the new gateway to the internet and thus the gatekeeper for attention, trust, and sales. Those who do not appear in the answers lose market share, reputation, and business opportunities, even though their own offerings may have long been relevant. This is because AI no longer evaluates based on keywords and clicks, but on credibility, consistency, and editorially verifiable presence.

In this masterclass, you will learn why PR and communication are suddenly becoming the infrastructure for AI visibility and what levers companies now need to control: from clear basic data and consistent messages to reliable mentions in trade media, interviews, and studies to a systematic approach that builds visibility not as a one-off action but as a lasting reputation profile. The goal is to appear reliably, rather than randomly, in the responses of ChatGPT & Co., thereby measurably strengthening leads, deals, and applications.

Retail and commerce media are growing dynamically—and with them, the diversity of perspectives, expectations, and experiences in the market. Retailers, brands, and intermediaries each contribute valuable insights. The central question is: How can we combine this diversity to create a strong, sustainable ecosystem?

In this panel, we will discuss how requirements, business models, and success metrics can be aligned and how common guidelines can be developed that work for all sides. Together, we will focus on how we can build bridges, bring together potential, and work in partnership to create a market environment that adds value for all involved in the long term.