BVDW Masterclasses

In the BVDW Masterclasses, experts from the association's ranks present trends and technologies, interesting facts and innovations from and for the industry.

Digital experts in conversation

With the BVDW Masterclasses, we promote the exchange of knowledge between specialist audiences and digital experts on the topics that are currently moving the industry. In several panels and presentations, experts from BVDW member companies and organizations provide insights into best cases, experiences and possible future developments.

The BVDW Masterclasses took place in 2023 as part of DMEXCO and are available on-demand. Here you can watch all Masterclasses.

Masterclasses - Program 2023

20. September

9:45 - 10:15 am

Online-Werbung in Germany and Europe

The internet is now by far the largest advertising medium in Germany, with half of net media spending in this country going to digital channels. In this masterclass, we will present data on the development of the digital advertising market in Germany and Europe and shed light on current developments.

Thomas Duhr, General Manager External Affairs, Ad-Alliance | Vice President Bundesverband Digitale Wirtschaft (BVDW) e. V.
Dr. Daniel Knapp, Chief Economist, IAB Europe

20.09.2023 | 9:45 – 10:15 am | MC 8B (Hall 8)
Language: German

10:30 - 11:00 am


Where are digital advertising budgets heading and what are the concerns of online media agencies? The answers are provided by the FOMA Trend Monitor, the well-established sentiment survey of the leading online media agencies in Germany. The monitor is being published for the 17th year in a row and this year again in cooperation with the OMG e.V. Organization of Media Agencies.

Uli Kramer, Managing Director, Pilot | Deputy Chairman of the Focus Group Online Media Agencies (FOMA) in the BVDW
Sascha Jansen, CDO, Omnicon Media Group | Deputy Chairman of the Focus Group Online Media Agencies (FOMA) in the BVDW
Timucin Guezey, Managing Director, Mindshare | Deputy Chairman of the Focus Group Online Media Agencies (FOMA) in the BVDW
Klaus-Peter Schulz | Managing Director and Spokesman, OMG e.V. Organization of Media Agencies
René Lamsfuß, Publicis Media Germany | Chief Analytics Officer
Susanne Kunz, Managing Director, OWM

20.09.2023 | 10:30 – 11:00 am | MC 8B (Hall 8)
Language: German

11:15 - 11:45 am

Buy, Buy digital marketplaces? Is the future social?

Nowadays, social media platforms are increasingly acting as marketplaces for goods themselves and are already opening their own fulfillment centers – including in Europe. Will this replace traditional marketplaces and revolutionize retail in general? In this masterclass, Anna-Janine Gahbler (Meta), Jörg Heinemann (Otto), Sandra Griffel (denkwerk) and Christin “Tine” Schaffarzick (la red), moderated by Oliver Bohl (Triplesense Reply), will discuss the effects and opportunities this brings.

Oliver Bohl, Managing Director, Triplesense Reply GmbH & Partner Reply, Chair: Digital Commerce Focus Group in the BVDW
Sandra Griffel, Experience Design Director, denkwerk
Jörg Heinemann, Innovation Evangelist, Otto (GmbH & Co KG)
Christin Schaffarzick, LA RED
Anna-Janina Gahbler, Client Partner eCommerce, Meta

20.09.2023 | 11:15 – 11:45 am | MC 8B (Hall 8)
Language: German

12:00 - 12:30 am

NTR Artificial Intelligence: Mastering innovative possibilities with AI

AI in general and generative AI in particular are changing the way companies create value. In our NTR the new Reality Masterclass, you will gain a comprehensive insight into the fascinating value chain that AI enables. Experience practical applications and discover how you can confidently implement the important requirements of the AI Act. Become a master of innovation and shape the future with AI! #writtenbyAI

Jens-Christian Jensen, Chief Strategy Officer, Digitas Pixelpark
Dr. Fabian Göbel, Partner and Managing Director, The Nutak Group GmbH
Eva Werle, CEO, Basilicom GmbH
Fritz Ulli Pieper
Inga Lüders, GMP Business Development / Responsible Innovation, Google

20.09.2023 | 12:00 – 12:30 pm | MC 8B (Hall 8)
Language: German

12:45 - 13:15 pm

ESG, CSRD or ESRS - How sustainability affects the digital economy

Whether ESG, CSRD or ESRS, the mass of abbreviations and requirements behind them are almost impossible to keep track of. That’s why in this masterclass, we will take a concrete look at what can (and must) be done from the perspective of the digital economy with regard to sustainability. Our experts will provide insights into their own path towards greater sustainability and tips on how not to lose sight of the big picture among the many individual parts.

Felix von Roesgen, Consultant, whyzer GmbH

Maike Scholz, Chair of Digital Responsibility, Deutsche Telekom
Jakob Wößner, Chair of the Digital Responsibility Department, Weleda

2o.09.2023 | 12:45 – 13:15 pm | MC 8B (Hall 8)
Language: German

13:30 - 14:00 pm

Brave new world – Targeted user approach without cookies?

The third-party cookie has had its day and will also disappear from the last browser in 2024. Digital advertising is undergoing the biggest technical upheaval in its history and yet the market seems ill-prepared. Is there a lack of awareness of the problem or is there simply a lack of practicable solutions for the time after the cookie? We attempt to evaluate the status quo with representatives from all sides of the ecosystem.

Christoper Reher, Axel Spinger

Tobias Wegmann, Mediaplus Realtime GmbH & Co.KG
Joost van Treeck, Fresenius University of Applied Sciences
Sarah Ostkamp, Unilever
Jana Moran, Utiq

20.09.2023 | 13:30 – 14:00 pm | MC 8B (Hall 8)
Language: German

14:15 - 14:45 pm

Are you still needed? How AI is changing the requirements for SEA managers.

Search engine advertising (SEA) is a dynamic and highly competitive industry that is constantly influenced by new technologies and algorithms. To be successful in this environment, it is no longer enough to simply create and optimize campaigns. SEA managers need to evolve into consultants who can think strategically, solve creatively and communicate persuasively. We will also discuss how AI applications can help you stand out from your competitors. In this panel you will learn

  • what skills you need as an SEA manager
  • how to qualify as a consultant
  • how to integrate AI applications into your work process in a meaningful way
  • and how to set yourself apart from the competition

Oliver Zenglein, Managing Director, The Boutique Agency

Katharina Knolle, Strategic Head of Paid Media, Web-netz
Liesa Buller, 42digital
Andreas Hörcher, Managing Director, Finnwaa
Serkan Fidanci, Senior Consultant Paid Media, morefire

20.09.2023 | 14:15 – 14:45 pm | MC 8B (Hall 8)
Language: German

15:00 - 15:30 pm

What does affiliate marketing 2.0 look like?

Are you ready for Affiliate Marketing 2.0? Various industry experts discuss innovative strategies and transformative technologies that will shape the face of affiliate marketing in the coming years.

Ingo Kamps, Product Owner, Axel Springer Teaser Ad

Georg Wolf, Advisor,
Valentina Piol, VP Digital Marketing, Artefact / Deputy Chairwoman of the Affiliate Marketing Focus Group at BVDW
Florian Gramshammer, Managing Director,
Marc Majewski, Founder & CEO, advanced store
Olga Enes, Head of Partner Management & Brand Marketing, EMP Merchandising

20.09.2023 | 15:00 – 15:30 pm | MC 8B (Hall 8)
Language: German

15:45 - 16:15 pm

Digital Video 2023 – Guiding through the Galaxy

The Digital Video 2023 – Guiding through the Galaxy masterclass will take you on a journey through time in the digital video market and give you an overview of the status quo on the key topics and trends that will shape 2023.

We will explore where we have come from, where we are now and where we are going. After returning to the origins of digital video, we will focus on relevant topics of today, such as sustainability or artificial intelligence in the digital video market.

We will become a guide through the digital video landscape in Germany: from TV broadcasters, user-generated content, instream and outstrem to TV attribution and shopable stories.

Best of all, the content presented can be found in the comprehensive BVDW Digital Video Guide, which will be presented for the first time as part of the masterclass and offers further valuable information.

Fabian Burgey, Director SME Business Europe, smartclip (RTL AdAlliance), Chairman of the Digital Video Focus Group
Steffen Hutmacher, YouTube Sales & Measurement Lead, Google
Anja Kayser, Senior Manager Digital Video Marketing, Media Impact

20.09.2023 | 15:45 – 16:15 pm | MC 8B (Hall 8)
Language: German

16:30 - 17:00 pm

Here to stay? Recommendations for action for the connected TV ecosystem

Connected TV (CTV) is now out of its infancy and has developed into a significant driver in the field of digital marketing in recent years.

With the increasing spread of internet-enabled televisions and streaming services, CTV has ushered in a new era and opened up a multitude of opportunities for advertisers. But what exactly is CTV, how does it differentiate itself and how is the German market positioned?

In the masterclass, our experts will provide recommendations for the CTV areas of programmatic signals and identifiers, content and metadata as well as measurement and viewability. To be successful in the CTV ecosystem, advertisers should follow the recommendations for action.

Katharina Jäger, Digital Marketing Officer, BVDW

Dustin Puschmann, VP Business Development Supply & Partnerships, Showheroes
Erwin Senk, Director Product & Technology, GroupM
Tom Klawun, Manager Partnership Development RTL AdAlliance, RTL AdAlliance / Smartclip

20.09.2023 | 16:30 – 17:00 pm | MC 8B (Hall 8)
Language: German

17:15 - 17:45 pm

NTR the Metaverse: Immersive Experiences and Metaverse Success

In the practice-oriented “NTR Masterclass”, you will learn how you can use state-of-the-art technologies for your marketing and sales innovations in immersive environments, the importance of real and emotional storytelling in virtual space and how you can measure and analyze the effectiveness of your marketing and sales measures in the metaverse. In 25 minutes, you will receive important practical tips for your success in the “new reality” of the metaverse – for 2024 and beyond.

Marcus Veigel, Managing Director, cynapsis
Carsten Rossi, Managing Director, Kammann Rossi
Lea Pahne, Experience Lead, Demodern
Andreas Günter, Senior Consultant Mobile Strategy & Projects, Ströer Media Solutions
Hendrik Menz, Brand & Agency Sales Director, Anzu Virtual Reality Ltd

20.09.2023 | 17:15 – 17:45 pm | MC 8B (Hall 8)
Language: German

18:00 - 18:30 pm

How AI is revolutionizing email marketing

AI perfects the interplay of content, tech and data in email marketing and takes campaign performance to an unprecedented level. In this masterclass, use cases on AI-generated content, AI-optimized segmentation and AI-driven automation show how it works.

Stefan von Lieven, artegic AG
Sarah Westhoff, Territory
Benjamin Dageroth, Mapp Digital

20.09.2023 | 18:00 – 18:30 pm | MC 8B (Hall 8)
Language: German

21. September

09:45 - 10:15 am

The Online Audio Monitor 2023: Trends and cross-media advertising campaigns

Few markets are as dynamic and growing as sustainably as online audio. The annual Online Audio Monitor shows the latest trends in online audio usage across all genres and platforms. The masterclass will provide information on the latest results of the study and how the various digital audio channels can be used and combined to achieve the greatest impact from (online) audio advertising campaigns.

Lars Peters, Podcast Lead Germany and Spain, Spotify GmbH
Luisa Abraham, Managing Director, GmbH & Co. KG
Mario Henneke, Group Head Planning, GroupM
Christian Schalt, Managing Director Audio Alliance – Managing Director Digital Media Hub ,CDO RTL Radio Germany

21.09.2023 | 09:45 – 10:15 am | MC 8B (Hall 8)
Language: German

10:30 - 11:00 am

Privacy meets Technology – Enhancing and Enabling Consumers Interests - BVDW featuring IAB Techlab

International high-level panel with members of technology and privacy field discussing and comparing the latest trends, developments and policies in Europe and the USA in this fast pacing sector. We will be talking about industry wide technology standards in addressability. The US vs. EU markets regarding the latest developments in privacy regulation and much more.

Corinna Hohenleiter, Director CEU, Activation at Criteo & Vice President, BVDW

Shailley Singh, Executive Vice President & Chief Operating Officer at IAB TechLab
Jochen Schlosser, Chief Technology Officer at Adform
Robert Blanck, General Manager Advertising at Axel Springer National Media & Tech

21.09.2023 | 10:30 – 11:00 am| MC 8B (Halle 8)
Language: English

11:15 am - 12:30 pm

Making a difference: Sustainability in digital advertising

The social and legal requirements in the area of sustainability are increasing. The advertising industry must and wants to make its contribution. But how can the consumption of resources in digital advertising be reduced? In this extra-long masterclass, we answer these pressing questions. We explain the relevant terms, provide an overview of existing approaches and tools and consider possibilities for standardization. Advertising should reach its target group and be effective. Our experts discuss what influence climate or sustainability KPIs will have on media decisions in the future and whether sustainable campaigns are more efficient. Want to know what you can do now? The masterclass provides recommendations for advertisers, agencies, tech providers, publishers and marketers.

Anna-Lena Mikoteit-Zerb, Head of Digital, Bauer Media Group, and Head of Lab Sustainable Digital Avertising (SDA) at BVDW

Nadja Klinkenberg, Managing Partner Responsible Media, groupm Germany GmbH & Co. KG
Steffen Johann Hubert, Associate Director & Lead Sustainability, Seven.One Media
Philip v. Hilgers, VP Enterprise Sales, DoubleVerify
Marion Kölling, Senior Director, Agencies & Brands, Microsoft Advertising

21.09.2022 | 11:15 am – 12:30 pm | MC 8B (Hall 8)
Language: German

12:45-13:15 pm

Retail media fully unleashed: How to combine the new and unique opportunities to score maximum success

Discover the unique secrets of Retail Media’s success and how it achieves unparalleled results along the customer journey. Learn why retail media stands out from other media types and why it is rightly considered the most disruptive and effective option.

Patricia Grundmann, OBI – Chairwoman RMC
Torsten Alers, Media Markt Saturn – Chair RMC

21.09.2023 | 12:45-13:15 pm | MC 8B (Hall 8)
Language: German

13:30 - 14:00 pm

How to Retail Media: What does the market want and what is possible today?

Using retail media correctly! In this panel, you will discover what advertisers and media planners need from retail media and how they can use this type of media to scale their brand. Benefit from exciting insights from the perspective of various market participants from the retail media ecosystem.

Nina Ascheron-Polter, Director Brands, Bonial

René Lamsfuss, Chief Analytics Officer, Publicis
Moritz Hoffmann, Managing Director Retail Media, Pilot Agency Group
Maria Conzelmann, Director E-Commerce, Beiersdorf

21.09.2023 | 13:30 – 14:00 pm | MC 8B (Hall 8)
Language: German

14:15 - 14:45 pm

Bridging the Gap – From the ideal customer experience to concrete ROI

Everyone is talking about AI and the metaverse – so are we, but not only! Beyond the hype, our speakers will focus on what matters now: Customer Experience and ROI. Together we will explore the complexity of digital touchpoints along the customer journey and discuss how we can master this complexity and use its full potential to achieve a direct, positive impact on ROI.

Stefan Mohr, COO, Argonauten
Kai Ebert, General Manager, Valtech
Eva Werle, CEO, Basilicom GmbH
Carsten Cramer, Marketing Manager, Genesis Motor Europe GmbH

21.09.2023 | 14:15 – 14:45 pm | MC 8B (Hall 8)
Language: German

15:00 - 15:30 pm

Road to Digital Services Act (DSA) 2024

From February 2024, one of the biggest laws passed by the EU in recent years will come into force, yet little has been said about it publicly in the market. We want to change that and put the Digital Services Act (DSA) in the spotlight. Many questions are still unanswered, but there is not much time left. That is why we are clarifying which companies are directly and indirectly affected by the DSA. Why the advertising industry could be permanently changed by the DSA. And last but not least, how you can prepare as well as possible now.

Julia Kühne; Head of Privacy Products; Axel Springer National Media & Tech
Sebastian Grantz, Privacy Manager, EMEA Industry Relations, Google
Daphne van Doorn, Senior Manager Public Affairs, BVDW

21.09.2023 | 15:00 – 15:30 pm | MC 8B (Hall 8)
Language: German

15:45 - 16:15 pm

NTR Web3: Immersive Experiences for Business Growth

In our masterclass NTR Web3: Immersive Experiences for Business Growth, we dive into new, tangible opportunities around token economy and the tokenization of things (physical, digital, hybrid, assets, …), digital and collaborative product development as well as hyper-personalized customer engagement with Web3 technology. In addition, we will shed light on the legal perspective on Web3 and what new solutions the application of decentralized technology can provide for legal challenges.

Lea Horn, Senior Consultant, Arvato Systems
Nico Wohlgemuth, Managing Partner, Dayone
Dr. Bahne Sievers, LL.M. (LSE), Attorney at Law -Fieldfisher
Achim Hepp, Head of Marketing, B1T5.IO

21.09.2023 | 15:45 – 16:15 pm | MC 8B (Hall 8)
Language: German

11:15 Uhr - 11:45 pm

Data-Clean-Rooms: Use-Cases and challenges

In this masterclass, users of data clean room solutions on the publisher and advertiser side will present how they have successfully implemented case studies on activation, measurement, audience insights and monetization.

Eric Hall, Founder/Owner Halls of … & Chairman of the Programmatic Advertising Focus Group and Head of the LAB Data Clean Rooms at BVDW

Christine Blaes, Head of Data Privacy, Axel Springer All Media (ASAM)
Ian Hewetson, VP, Ad Products, Advance powered by Loblaw

21.09.2023 | 11:15 am – 11:45 am | MC 8A (Hall 8)
Language: German

12:00 - 12:30 pm

My Talent Is Better Than Your AI – HR impulses for the digital world of work

From talent attraction to recruiting and retention, HR departments in the digital economy face the major challenge of finding and retaining good young talent and specialists. But do HR staff and managers actually know what “young people” expect from (potential) employers? What qualities should companies have and, above all, how can the corporate culture be influenced? And what role does artificial intelligence play among all these challenges? Answers to these questions will be provided in the masterclass.

Marcus Merheim, founder, hooman employer marketing, chairman of the BVDW Digital Working Worlds department

Carsten Rasner, Managing Director, Federal Association of the Digital Economy (BVDW) e.V.

21.09.2023 | 12:00 – 12:30 pm | MC 8A (Hall 8)
Language: German


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