DMEXCO 2021: Top Sessions on the Future of Addressable Advertising

Once again, this year's DMEXCO agenda is jam-packed. Here are our top picks for the 2021 sessions you don't want to miss.
Updated on October 6, 2021

On September 7 and 8, DMEXCO returns. Germany’s leading digital marketing trade fair will take place completely virtually once again due to the coronavirus pandemic. However, one look at the agenda shows that it will be no less exciting. With over 160 hours of content, we can expect a strong program mix in 2021 with exciting insights, practice-oriented masterclasses, and future-oriented keynotes.  

Following this year’s motto, “Setting New Priorities”, the focus for the two days will not only be on current challenges but also on the future needs and potential of the advertising industry. 

To help you build your DMEXCO schedule, we’ve selected a few of the most exciting sessions on the future of addressable advertising. And don’t worry if you can’t make it to all your favorite program content: All speeches and panel discussions will be available on the DMEXCO platform afterwards.

The following masterclasses and lectures will provide insights and discussion about the changing role of commerce, the rise of commerce media, a strategic approach to first-party data, and targeting in the mobile-first age:



From Sales Model to Shooting Star of the Advertising World: How Commerce Media is Changing the Role of Commerce 

2021 is a year of upheaval that also marks a turning point for marketers and retailers. On the one hand, COVID-19 and its accompanying restrictions have fueled ecommerce and revitalized omnichannel concepts. On the other hand, the pandemic has ensured that a reimagining of retail must continue—and not only at the point of sale.  

At the same time, the industry is preparing for the future of addressable advertising, in which first-party commerce data will take on a completely new significance.  

In the DMEXCO Masterclass “From the sales model to the shooting star of the advertising world”, Corinna Hohenleitner, Country Director DACH at Criteo, Matthias Weth, CEO of SYZYGY Performance, and Max Melching, Vice President Online Marketing, Data Intelligence & Marketplace at Douglas, will talk about the changing role of commerce. They will shed practical light on the requirements and trends they are currently facing and how marketers can use commerce media to equip themselves for the new challenges today. 

The event kicks off on Tuesday, September 7 at 12:40 p.m. EST in room MC5 

Note: This session will take place in the German language!  


BVDW Masterclass 

Next-Gen Mobile Advertising: Targeting in the Mobile-First Age 

Mobile platforms such as Instagram, TikTok, and Snapchat are a great way for advertisers to reach younger target groups. That’s why image- and video-driven apps play a significant role in the omnichannel marketing strategy of many brands.  

In the BVDW Masterclass, speakers from industry-leading companies will discuss whether there is a need for new formats to successfully address consumers on mobile social media platforms and what special features need to be considered in next-gen mobile advertising. 

Look forward to a lively discussion with: 

  • Julia Wittich-Sauer, Director Business Development CEE, Criteo,and Vice Chair of the Mobile Focus Group at BVDW
  • Bertrand Cocallemen, Global Creative VP Strategic Clients, Teads 
  • Meike Siewert, Senior Sales Manager & Branding Lead, Agencies & Partners, Google
  • Kira Grabner, Agency Partner, Facebook
  • Kathrin Franssen, Agency Partnerships Lead, TikTok

Join us live on Tuesday, September 7 at 3:20 p.m. EST in the BVDW Masterclasses. 



Turning First-Party Data into Commerce Outcomes for an Addressable Future 

First-party data is a cornerstone of the future of addressable advertising. Marketers should start collecting and activating it now to increase their advertising success and successfully prepare for the future of addressable advertising.  

To help you on this journey, Nola Solomon, SVP, Go-to-market at Criteo, clears up the most common misconceptions and answers the most important questions in her 20-minute session, including: What exactly is first-party data, why is it so important, and how exactly can it be activated to achieve full-funnel commerce results now?  

Watch the lecture on Wednesday, September 8 at 1:40 p.m. EST, on the Circle Stage. 


Criteo’s Digital Booth

Stop by and arrange a personal meeting with us! 

Our experts will be available throughout DMEXCO. Make an appointment with our team today to get to know Criteo better, learn more about commerce media, or discuss the future of your advertising strategy with us. 

Get your ticket here, and we’ll see you online! 

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