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PROGRAMM
MAINSTAGE
MASTERCLASS
8:30 - 9:20
Arrive. Exchange ideas. Tune in.
We open the doors at 8:30 am.
Start your day relaxed with coffee and breakfast, use the morning for initial conversations and secure the best seat in the hall.
9:20 - 9:30
opening
Welcome by the organizers
Kolja Brosche
Dirk Klose
SkillProjects
Moderation:
Denise Mancione
9:35 - 09:50
Keynote
09:55 - 10:25
Beyond the Basket: How Travel, Hospitality, and Quick-Commerce are Redefining the Commerce Media Ecosystem
Commerce media is breaking out of supermarket shelves. Airlines, hotel chains, loyalty programs, and delivery services are sitting on a goldmine: transaction-related first-party data from consumers with the highest purchase intent.
This panel brings together the pioneers of the new commerce media wave. The focus is on how travel and hospitality giants are leveraging their data ecosystems and AI-driven technologies to unlock highly precise brand touchpoints across the entire customer journey. Gain deep insights into data-driven relevance, closed-loop measurement, and why the new ROI extends far beyond the traditional shopping cart.
10:30 - 11:15
Live Case Study: Strategy under Time Pressure
Brands, retailers, tech and data experts are confronted on stage with a secret scenario. In just 45 minutes, they must agree on a real-world blueprint. Can they pass the cross-functional, real-time test?
Dirk Klose
SkillProjects
Stefanie Lübke
Rewe Group
Sven Angel
Fressnapf
Sarah Ostkamp
Magnum
Wout Gijsbers
Moderation:
Roxanne van Duijn
9:50 - 10:05
Masterclass
10:10 - 10:40
Masterclass
10:45 - 11:15
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Masterclass
11:15 - 11:45
Coffe Break
11:15 - 11:45
Coffe Break
11:15 - 12:00
From screen to point of sale: How all-screen strategies are rethinking retail
Max Rottenaicher
amerge
Linear TV, addressable TV, and streaming are merging into the "all screens" reality – the big screen is becoming shoppable. Moving images no longer just impact reach, but directly influence sales at the point of sale. Using current campaign examples, the presentation demonstrates how retail media, data-driven targeting, and cross-screen strategies work together to transform TV and video content into effective commerce communication and measurable sales at the POS.
11:45 - 12:00
One-to-one instead of one-to-many: How hyper-personalization is changing retail media
Who can derive signals for new products, messages, and offers faster from real-time data? The one-to-many model is inevitably coming to an end. We show which three building blocks—self-service interfaces, human-in-the-loop control mechanisms, and AI-powered real-time data infrastructures—are needed to make advertising so contextual that it is no longer intrusive but can be scaled in a personalized way.
The decisive speed difference lies in AI models that generate dynamic customer profiles in real time from shopper data – and the use of synthetic twins that understand not only what a customer buys, but also why. This transforms retail media from a highly profitable "side business" into a strategic service and differentiation lever: a much-needed data service that provides brand manufacturers with genuine insights into real shopper preferences.
Paul Krauss
Team One
12:05 - 12:50
Retail Media Data Activation 2026: Scaling Precision via AI & Clean Rooms
While first-party data forms the foundation, its real-time activation has emerged as a decisive competitive advantage in 2026. This session explores the technological integration of predictive analytics and data clean rooms to transform static data into hyper-personalized, scalable advertising experiences. Experts analyze the transition from isolated data silos to automated closed-loop systems, demonstrating how AI-driven optimization ensures maximum efficiency and measurable impact across the entire commerce ecosystem.
Elena Schott
Beiersdorf
Lukas Märtin
Unilever
Boris Prondzinski
MediaMarkt/Saturn
12:00 - 12:30
Koddi-Masterclass
12:00 - 12:30
Digital Marketing on the next level – First-party data in retail media
Paul Krauss
Team One
Eva will discuss the role of first-party data in retail media and demonstrate how brands can benefit from DOUGLAS' data solutions throughout the entire customer journey. As a leading partner for premium beauty data, DOUGLAS empowers brands to reach premium target groups precisely and at scale, eliminating targeting uncertainties.
12:50 - 14:00
Lunch Break
14:00 - 14:45
Commerce Media Networks: Beyond Retail
Commerce media is evolving from a retail add-on to a standalone media infrastructure. How can commerce media networks scale beyond retail, which data and technology models are crucial, and why will they become a strategic management tool for media investments by 2026?
Irina Schmitz
BVDW
14:50 - 15:15
When machines buy: Who owns the customer in agentic commerce?
The logic of commerce is shifting radically: AI agents autonomously compare products, make purchasing decisions, and process payments. Brands and retailers face the threat of losing their direct customer interface. This panel looks beyond the tech hype and delivers a reality check: How must infrastructure, data sovereignty, and retail media models change so that brands don't become invisible in the age of bots? A critical debate about platform power, dwindling customer journeys, and the strategic responses of brands and retailers.
15:20 - 15:50
International Best Practices: Scalable Strategies and Learnings for the German Market
Retail media continues to grow rapidly and many international markets are already ahead of Germany when it comes to scaling, monetization, and technology integration. Which strategic and technological models have proven successful? What lessons and best practices can be applied to the German market to drive growth and efficiency?
Max Rottenaicher
amerge
14:10 - 14:40
Commerce Media: Agency Update
Leading agencies report live from their practical experience: Which strategies, technologies and data models really work in commerce media, and how are agencies adapting their portfolios to remain relevant as indispensable partners for retailers and advertisers?
Mattis Koch
Mediaplus
Mattis Koch
Mediaplus
Mattis Koch
Mediaplus
Moderation:
Siamac Alexander Rahnavard
REVO/LOVE
14:45 - 15:15
Masterclass
15:20 - 15:50
Masterclass
15:50 - 16:05
Coffee Break
15:50 - 16:05
Coffe Break
15:50 - 16:10
MMM instead of Last Click: How retailers can more realistically assess social media channels
Bernd Vehlow
Max Rottenaicher
amerge
Many retail advertisers still evaluate social media based on the last-click principle. This underestimates channels that come into play at the beginning of the customer journey. In this session, we'll show you why Marketing Mix Modeling (MMM) provides a more complete picture. Together with Ekimetrics, Pinterest conducted a Europe-wide MMM meta-analysis in the retail sector to examine how the efficiency of different channels changes in the short and long term. The result: Channel rankings shift significantly depending on the time horizon – a crucial insight for evaluating social, search, video, and TV within the media mix. This session will cover more precise measurement, more realistic ROAS assessment, and smarter budget decisions.
16:05 - 16:35
Commerce Media Best Practices: Growth through data-driven activation
Who can derive signals for new products, messages, and offers faster from real-time data? The one-to-many model is inevitably coming to an end. We show which three building blocks—self-service interfaces, human-in-the-loop control mechanisms, and AI-powered real-time data infrastructures—are needed to make advertising so contextual that it is no longer intrusive but can be scaled in a personalized way.
The decisive speed difference lies in AI models that generate dynamic customer profiles in real time from shopper data – and the use of synthetic twins that understand not only what a customer buys, but also why. This transforms retail media from a highly profitable "side business" into a strategic service and differentiation lever: a much-needed data service that provides brand manufacturers with genuine insights into real shopper preferences.
Laurence Besnard-Royes
Unilever
16:40 - 17:25
Commerce Intelligence: How AI is reprogramming the business model of retailers and brands
AI is no longer an add-on in commerce – it's becoming the central control layer for growth, monetization, and efficiency. A new operating system for retail is emerging, encompassing data platforms, media engines, pricing logic, and customer experience.
In this panel, leading figures from AI technology, platform economics and commerce practice, together with other AI companies, discuss how artificial intelligence is structurally changing commerce media.
Max Rottenaicher
amerge
Kolja Brosche
Max Rottenaicher
Hochschule Offenburg
17:30 - 18:00
Retail Reshaped - the new physics of the web
Wenn sich alles bewegt, ist Stillstand die schlechteste Option. Welche Kräfte derzeit im Spektrum von Asien über Content-Plattformen bis hin zur Künstlichen Intelligenz den Markt wie nie zuvor verändern, warum etablierte Geschäftsmodelle unter völlig neuen Druck geraten und wie mögliche Antworten aussehen können, erläutert Stefan Wenzel.
Stefan Wenzel
Executive Advisor & Operating Partner
16:15 - 16:45
Masterclass
18:00
Networking & Drinks
18:30
End of event
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