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VZB Fireside Chat with Robert Jacobi: Grasp Blockchain in 15 Minutes

VZB Fireside Chat with Robert Jacobi: Grasp Blockchain in 15 Minutes

Sometimes it just helps to talk faster – up the speech tempo from Allegro to Presto at a short notice, especially when a highly complex, multi-facetted topic demands clarification in only 15 minutes. Do it in a way where even non-experts understand what it is all about and reach a real “aha” moment.

At the recent VZB Fireside Chat, our Managing Director, Robert Jacobi was asked to do exactly that. The name Fireside Chat is a bit misleading: no flickering flames were needed on this sunny summer day. The attendees were instead lured to the rooftop terrace of the Donner & Reuschel bank building to enjoy a fantastic view of Munich’s skyline – the ideal backdrop for our co-founder to accept this 15 minute challenge.

In an entertaining tour d’horizon, Robert Jacobi gave the attendees, most of whom are managers of Bavarian publishing houses, a practical insight into one of the most discussed technology topics today: blockchain, with an emphasis on its uses in the media industry. He underlined the fact that the technology is no longer an idea for the distant future, but rather an already determining factor in many companies’ plans across various industries… at least internationally.

A marketplace such as Civil for example could fundamentally change the rules of the game in journalism because blockchain offers new, direct compensation models for high quality journalistic content – just outside the traditional publishing structures. The platform Adchain already enables the purchasing, tracking and billing of ad impressions via a blockchain ledger. In this instance blockchain prevents ad fraud and ensures transparency to the performance contribution of all intermediaries. The NYIAX ad trading marketplace works in a similar sense and provides the same benefits.

Don’t be fooled, blockchain can do much more than legally transacting secure and transparent contracts. It has the potential to take digital advertising to a whole new level. In the future, the Basic Attention Token could play a key role. It monetarily rewards users for their attention with BAT tokens, in return, the technology enables a group-specific approach targeting… A win-win situation, and thus, an ideal starting point for a rapid breakthrough of blockchain technology in this segment.



Making business processes faster, more effective, more comprehensible and less prone to error? Conducting and verifying transactions between individuals, companies and public institutions almost in real time? Managing and documenting supply chains? The Blockchain technology appears in so many different business contexts and may often seem like an “all-in-one”-IT-solution. However, when it comes to specific Blockchain use cases, most are still in their infancy – if at all. Not only for some people but for most, the technology is completely uncharted territory.

In order to talk about the future of distributed ledger technology, we invited four Blockchain experts to our fifth Nunatak Networking Night in the Café im Vorhoelzer Forum in Munich along with around 150 guests from automotive, finance, FMCG, information technology, marketing and journalism segments. The most relevant statements of the evening:

Dr. Stefan Hopf, Senior Consultant at The Nunatak Group
Blockchain: No future scenario but already in action.
“Decentralized transactions without intermediaries: This is the underlying concept of Blockchain”

The evening started with Nunatak Blockchain Expert and Senior Consultant Dr. Sefan Hopf giving an introduction on the topic. By presenting a few practical examples, he demonstrated how the principle of forgery-proof, digital transactions over a public ledger are already in use today. For instance, the goal of Basic Attention Token is to record users attention to online advertisements with their own web browser. The project aims to use the measured attention as a currency within an extended ecosystem for advertisers.

Sasha Borovik, Blockchain legal specialist as well as CFO & General Counsel at CloudEO AG
Blockchain: New market for investors and business angels.
“This is merely the beginning of an entire movement.”

With this message, Sasha Borovik addressed one of the most important facts in the Blockchain world: we are still at the very beginning. Blockchain created an entirely new market and offers lots of potential for investors and business angels – a pioneering spirit similar to the one at the time, when the internet had its final breakthrough at the beginning of the millennium. Through his occupation at the Cryptology Asset Group the Ukrainian lawyer and political activist deals with Blockchain companies on a daily basis. The Cryptology Asset Group invests in companies like Block.One and Galaxy Digital and supports numerous Blockchain projects in different business sectors.

Robert Crozier, Blockchain expert and head of the global center of competence for Blockchain at Allianz Technology
Blockchain: Cost reduction and chances for international companies.
“There are many companies in the field of Blockchain that think, they will disrupt the insurance business. Actually, I think we are going to do it ourselves and we will do it with scale – what most of the disruptors are missing.”

Since early 2018, Robert Crozier has managed the global center of competence for Blockchain at Allianz Technology. For him, the future of the technology lies with big companies rather than start-ups and business newcomers. The primary reason is the scalability of systems within a Blockchain. International corporations especially, have the means and experience at their disposal to take full advantage of the technology´s potential. The reduction of costs is the central benefit of the implementation of distributed ledger technology, Crozier says:
“Blockchain, at its very core, is a device for cost reduction. And if we, in insurance, reduce the cost of processing, it means we can take our products to more people – for example in developing markets.”

Felix Haas, Crypto Aficionado, Investor, Serial Entrepreneur as well as Chairman and Co-Host of Bits & Pretzels
Blockchain: Entirely new applications and universal applicability.
“I think you have to completely separate the technology around Blockchain and the potential applications from cryptocurrency trading and speculation.”

Cryptographic payment methods often dominate discussions around the technology, much to Felix Haas’ displeasure, who sees the technology as more than that. The Host of Bits & Pretzels did however find some positive words about cryptocurrencies – last year he even tried to sell an apartment for Bitcoins. Nevertheless, in his view the real potential of Blockchain technology does not exclusively come in the form of digital currency. Actually, the technology is highly universal and provides the opportunity for completely novel applications with corresponding use-cases.

Curious? A video of the event is available on our Facebook site. Also, we demystify Blockchain in our current Update Paper and convey insights on the functions and implications of the technology.

Blockchain luminary Don Tapscott relies on the know-how of our colleague Stefan Hopf

Blockchain luminary Don Tapscott relies on the know-how of our colleague Stefan Hopf

Our senior consultant Dr. Stefan Hopf wrote a white paper on “Blockchain and Industry 4.0” for the globally recognized Blockchain Research Institute (BRI). In order to do so, Stefan analyzed concrete case studies and led interviews with industry experts in the fields of economy, law, technology and production. Among others, he talked to Dr. Reinhold Achatz, CTO of ThyssenKrupp AG, Prof. Dr. Dres. h.c. Arnold Picot, the late head of research for information, organization and management at LMU Munich, and Güngör Kara, Director of Global Application and Consulting at EOS GmbH.

The founder of the Blockchain Research Institute, Don Tapscott, took notice of our Blockchain expert during his time at Airbus, when he was working on a related project. The two have been cooperating with each other since May 2017. Don Tapscott represents for the worldwide Blockchain community, what famous conductor Kent Nagano represents for today’s classical music: pioneership and expertise. Initially he received attention in the professional public by establishing the think tank nGenera Insight in 1993. The entrepreneur and former mayor of Edmonton has written over 15 books, including best sellers such as Wikinomics: How Mass Collaboration Changes Everything. In 2016 he made noise in the world of Blockchain for the first time; in cooperation with his son Alex Tapscott, he produced the popular scientific publication Blockchain Revolution: How the Technology Behind Bitcoin is Changing Money, Business, and the World. Subsequently, they initiated the Blockchain Research Institute (BRI). Since then the institute has been involved in over 70 Blockchain related projects.

Stefan´s article underlines once more: Blockchain is no longer just a pipe dream for teckies – it has also arrived in our global economy. Boeing, for example, is working on lifecycle data collection and storage through Blockchain. Maintenance companies will be able to access data on manufacturing, operations and upkeep of an airplane over a distributed ledger system.



Source: My IBM

Becoming curious? In our latest update paper, we demystify the blockchain and provide exciting insights into how the technology works and its effects.

Nunatak coaches Bertelsmann executives on digital trends

Nunatak coaches Bertelsmann executives on digital trends

How do you link the blocks within a blockchain? How many tasks can be taken over by chatbots? Our Nunatak experts Rupert and Stefan discussed these and other exciting, up-to-date questions with their participants at an interactive workshop in Amsterdam. As part of the Bertelsmann University’s talent coaching program, Nunatak coached international executives from Bertelsmann SE, Arvato, Gruner + Jahr, RTL and BMG on recent trends in the digital world.

In the workshop, our Nunatak experts not only imparted methodical digital knowledge, but also gave insights into the latest digital trends. Whether blockchain, artificial intelligence, the Internet of Things, social media or augmented/virtual reality – our experts and the workshop participants agreed that these digital technologies are fundamentally changing the rules of the game for more and more industries and companies. In particular, the impact of blockchain technology on advertising was a hot topic in Amsterdam.

Nunatak at the BIG DATA Marketing Day: How blockchain technology will transform advertising

Nunatak at the BIG DATA Marketing Day: How blockchain technology will transform advertising

“Blockchain technology will fundamentally change the digital economy” – A statement that is being increasingly seen in today’s media. The disruptive effect of blockchain often raises more questions than answers. Although cryptocurrencies like Bitcoin already demonstrate how blockchain can rattle the entire financial sector, building the bridge to other industries has proved to be challenging. Establishing and clarifying possible bridges was Dr. Stefan Hopf’s goal while speaking at the BIG DATA Marketing Day in Vienna on February 27th.

Figure 1: Blockchain based transactions work without intermediaries

Decentralized transactions without intermediaries: This is the basic idea of blockchain technology. It enables collaboration between two or more parties without a common basis of trust and without a neutral mediation authority. In a blockchain, the elements of “trust” and “authority” are taken over by a machine. The digital currency Bitcoin, developed and launched in 2008, is considered as first real implementation of the blockchain principle. The basic idea was to enable safe and forgery-proof monetary transactions without traditional banks or other intermediaries via a cryptographic currency. Security and counterfeit protection is ensured by a ledger: A digital register that contains the entire history of transactions. This register is distributed among all participating computers and is accessible to all parties. Therefore, a blockchain is also referred to as ‘distributed ledger technology’.

The use of blockchain technology for payment processing has long since ceased to be a prototype. In addition to financial transactions, blockchain also can enable any other transaction type and offers new solutions to numerous complex business problems. In the marketing world, for example, there a many blockchain platforms that face certain challenges in the advertising market: NYIAX is a blockchain-based trading platform for future advertising placements. The platform adChain deals with the growing problem of bot traffic and ad fraud. The goal of a Basic Attention Token is to capture users´ attention to online advertisements using their own web browser Brave. This project aims to use the measured attention as a currency within an extended ecosystem for advertisers.

Figure 2: Basic Attention Token

There is no shortage of ambitious blockchain projects in the field of advertising. But Dr. Stefan Hopf also made the audience in Vienna think outside of existing blockchain Start-ups. Among other things, he discussed the possibility of direct business between advertisers and publishers without intermediaries, the personalization of Ads via an advertising blockchain or the redundancy of expensive auditing processes due to the transparency of the technology.

How exactly blockchain will transform the advertising industry is still impossible to predict today – it’s almost certain though that we won’t get around the technology in the future.

Time to Talk: Transatlantic Digital Debates

Time to Talk: Transatlantic Digital Debates

Conny Dörfler, in the team of the ARD Chairman at Bayerischer Rundfunk for the next two years, talks to Nunatak about the Transatlantic Digital Debates, which we supported in 2017.

Conny, you participated in the Transatlantic Digital Debates. Can you tell us about what is debated there?

The two Global Public Policy Institute Think Tanks from Berlin and New America from Washington organize the Transatlantic Digital Debates together. Every year, a group of young people spends two weeks taking a closer look at the future of the digital society.

What was the professional background of your group?

Our group consisted of nine Germans and nine Americans from the fields of science, politics and the economy. We spoke to experts and practitioners from different areas in order to understand the challenges of digitalization for transatlantic relationships. In order to do so, two discussion phases took place in Germany and the USA, each lasting one week. The contributors we were able to talk to were extremely interesting. Even more exciting, however, was the networking effect with the other participants. It became clear to us all how fruitful it is when people from different cultures and professional backgrounds discuss with each other. I would also like to integrate this into my everyday work.

What did you find most fascinating during the two weeks?

Of course, I found the topics I also encounter in my everyday work particularly exciting. And this year, both in Germany and the USA, fake news was a huge topic. It was interesting for me to understand that the fake news itself is not the actual problem, as it is possible to “combat” this from a technological or editorial perspective. However, the underlying problem that certain social groups are receptive to such manipulation has not yet been solved. As such, we repeatedly discovered in our Transatlantic Digital Debates that things we observe in the digital world are often just a reflection of or a catalyst for social problems.

During our discussions, we also noticed that technologies do not fundamentally change human behavior, but that expectations change. Thanks to social media, for example, people have become used to the possibility of personalization and interaction and of fast feedback. They now also have these expectations of political processes. As a result, politics – just like companies – are faced with the challenge of completely rethinking the involvement of the “customer”.

During your week in the USA you also went to Austin, Texas – what impressed you most there?

Austin is not only a city with many start-ups. The city administration also wants to go digital. There is an innovation office in the City of Austin for this purpose. Working like an in-house consultancy, the Office of Innovation uses Design Thinking methods and looks for user-centric solutions and services that can improve the lives of the city inhabitants.
And it was the team from the city administration that impressed us most during our week in the USA! I can really recommend applying to participate in the Transatlantic Digital Debates. Not only because I took away many suggestions and ideas for my everyday work but also because of the interesting people you get to know in the program – a network I’m sure to benefit from for a long time to come!

Nunatak gewinnt Claudia Linnhoff-Popien für Advisory Board

Nunatak gewinnt Claudia Linnhoff-Popien für Advisory Board

Frau Professor Linnhoff-Popien, Sie sind Professorin für Mobile und Verteilte Systeme an der Ludwig-Maximilians-Universität München. Was müssen wir uns unter diesem Titel vorstellen?

Mit „Mobile und Verteilte Systeme“ meinen wir, dass es heute nicht mehr nur den Großrechner gibt, sondern viel interagierende Rechenleistung. Smartphones und Wearables sind wesentlicher Teil des Mobilen Systems. Telekommunikation und IT wachsen immer enger zusammen. Heute kann man fast jedes Gerät mit seiner Umgebung vernetzen: von der Zahnbürste, die die Gesundheitspflege der Versicherung meldet, bis hin zum Aufzug, der proaktiv bei Bedarf kommt. Es findet eine Digitalisierung der Anwenderindustrie statt. Autos erkennen Ampelphasen, die Blockchain hält Einzug in die Finanzindustrie, Quantencomputing wird gänzlich neue Problemlösungen ermöglichen. IT und Anwendungsindustrie verschmelzen, das ist faszinierend.

Was sind die relevantesten Projekte, an denen Sie derzeit gemeinsam mit Akademikern und Praktikern arbeiten?

Gemeinsam mit dem Kofferhersteller Rimowa, T-Systems und Airbus haben wir den ersten intelligenten Koffer der Welt entwickelt. Normalerweise bekommt man beim Check-in am Flughafen einen Papieranhänger. Wir haben einen Electronic Tag entwickelt, der als digitales Display im Koffer integriert ist. Das beschleunigt zum Beispiel den Check-in Prozess und macht das Reisen bequemer. Schon zu Hause kann man die Gepäckinfo aufs Display transferieren und den Koffer per App selbst tracken.

Mit Daten vom Kreisverwaltungsreferat München und BMW haben wir eine Software entwickelt, die errechnet, wie schnell ein Auto für eine grüne Welle fahren muss. Testfahrzeuge von BMW zeigen die empfohlene Geschwindigkeit bereits auf dem Tacho an. Mit Siemens arbeiten wir an Konzepten für die autonome Fabrik der Zukunft. 

Sie entwickeln also Innovationen für die reale Welt und nicht für die Schublade?

Genau. Mein aktuelles Lieblingsprojekt am Lehrstuhl beschäftigt sich mit Quantencomputing. Von den Rechnern gibt es nur sehr wenige auf der Welt, sie sind sehr teuer und führen Berechnungen in einer vollständig anderen Art und Weise aus, als klassische Computer dies tun. Gemeinsam mit Volkswagen überlegen wir, wie diese Rechnerkapazität eingesetzt werden kann, um beispielsweise Verkehrsströme global zu optimieren. Global bedeutet hier, dass Autofahrern in Chaosstädten wie Peking verschiedene Routen vorgeschlagen werden, um Staus zu vermeiden – ein Teil der Fahrer wird linksherum dirigiert, ein Teil rechtsherum und einige fahren geradeaus.

Sie sind auch Initiatorin und Vorsitzende der Digitalen Stadt München. Warum gerade München? 

München ist das Silicon Valley Europas. Die Anwenderindustrie ist hier sehr stark. Es sind alle Branchen vertreten, von der Automobil- über die Pharma- und Chemieindustrie, bis hin zu Banken und Versicherungen. Der Verein Digitale Stadt München e.V. ist ein branchenübergreifendes Netzwerk, das unseren Mitgliedern hilft, visionär zu denken und Veränderungen umzusetzen. Er vernetzt Unternehmen, Gründer, Medien und Forschungseinrichtungen rund um die Digitalmetropole München. Der Verein möchte aus München eine Smart City machen und die Kreativität der hier ansässigen, starken Anwendungsindustrie mit dem Potenzial der IT-Player erfolgreich verschmelzen.

Überregional gesehen, was sind aus Ihrer Sicht die größten Digitalisierungs-Baustellen in deutschen Unternehmen? Wie sollte die Politik unterstützen?

Es ist schwierig, Digitalisierungsbaustellen zu verallgemeinern. Viele Digitalisierungserfolge finden im Verborgenen statt, sie betreffen zum Beispiel Prozessverbesserungen in Unternehmen. Die sieht man von außen nicht. Ein gutes Beispiel, wie die Politik unterstützen kann, ist das vom Freistaat Bayern mit gut 5 Millionen Euro finanzierte „Innovationszentrum Mobiles Internet“. Ich leite das Projekt, erforsche mit rund 15 Mitarbeitern die mobile Internetnutzung. In Kooperation mit verschiedenen Firmen setzen wir Frühphasen von Innovationen um. Oft weiß der Kunde gar nicht genau, waser möchte. Mit der Kreativität unserer Gruppe wenden wir dann neuste IT-Forschungsergebnisse auf ihre Anwendungsgebiete an, generieren neue Ideen und bewerten das Ergebnis nach Begeisterung und Faszination der Nutzer sowie dem potenziellen wirtschaftlichen Nutzen.

Warum haben Sie sich entschieden, dem Advisory Board von The Nunatak Group beizutreten?

Die Arbeit von Nunatak ist sehr spannend. Als Strategieberatung ist Nunatak sehr nah an den Mandanten und weiß genau, welche digitalen Problemstellungen diese beschäftigen. Ich lege sehr viel Wert darauf, meinen Studenten nicht nur Theorie zu vermitteln. Bis zu 700 Studenten pro Vorlesung sind eine große Verantwortung. Ich möchte ihnen konkrete Beispiele aus dem Unternehmensalltag zeigen. Von Nunatak und den anderen Mitgliedern des Advisory Boards verspreche ich mir, einiges dazu zu lernen.

Programmatic Advertising im Spotlight auf den Medientagen München

Programmatic Advertising im Spotlight auf den Medientagen München

Der erste Tag der diesjährigen Medientage in München stand ganz im Zeichen des Programmatic Advertising. In zwei aufeinander folgenden Panels sprachen Robert und Fabian am Dienstag den 24. Oktober über eine der heute prominentesten Media-Disziplinen.

In der Veranstaltung „The Future Of Programmatic TV“ moderierte Robert die Diskussionsrunde zwischen Matthias Dang, Geschäftsführer der IP Deutschland GmbH und Dr. Alwin Mahler, Managing Director, Global Partnerships DACH bei Google. Eröffnet durch einen Impulsvortrag von Robert folgte eine angeregte Diskussion zwischen den beiden Spezialisten – gestützt durch Beiträge und Fragen aus dem Publikum. Das einstündige Gespräch stieß auf großen Zulauf und wurde vom Publikum im restlos gefüllten Konferenzraum 12 sehr positiv aufgenommen.

Direkt im Anschluss betrat ein weiteres Mitglied des Nunatak-Teams die Bühne. Nach einer kurzen Einführung durch W&V Nachrichtenchefin Petra Schwegler begann die Veranstaltung „Game Changer Programmatic – Wie Echtzeitwerbung die Spielregeln im Media-Biz auf den Kopf stellt“ mit einem Impulsvortrag von Fabian. In dieser zweiten Veranstaltung standen nicht mehr das Fernsehen und Programmatic TV im Mittelpunkt, sondern die allgemeinen Herausforderungen, Risiken und Vorteile des Geschäftsmodells. Passend zu dieser Fragestellung beschäftigte sich Fabian in seinem Vortrag mit den „Game-Changer“-Qualitäten von Programmatic Advertising. Besonders im internationalen Vergleich machte er hier deutlich, wie Deutschland in diesem Bereich noch leicht hinterherhinkt. So wurden dieses Jahr in den USA 30 Prozent mehr Display-Budgets programmatisch gehandelt. In Deutschland liegt der Anteil aber immerhin bereits bei 48 Prozent.

Dass für die Disziplin in Deutschland noch Nachholbedarf besteht wurde auch im Rahmen der folgenden Diskussionsrunde thematisiert. So waren sich die Diskutanten über das „Game-Changer“-Potential des Programmatic Advertising einig aber beleuchteten unterschiedliche Herausforderungen die es noch zu bewältigen gilt. Dr. Andrea Malgara, Geschäftsführer der Mediaagentur Mediaplus Gruppe, nannte beispielsweise die Datensicherheit und –qualität als Hürde im deutschen Markt. Auch Jutta Richter, Global Brand Managerin bei Mini stellte die Frage nach den richtigen Partnern in Sachen Datensicherheit in den Raum. Als eine der ersten Marken in Deutschland setzt Mini auf Programmatic TV und kann auch erste Erfolgs-Cases vorweisen.

Marco Dohmen, Commercial Director für Deutschland, Österreich und die Schweiz bei FreeWheel lobte die deutschen Transparenz-Initiativen wie den Code of Conduct Programmatic Advertising des Bundesverbandes Digitale Wirtschaft (BVDW) und deren kürzlich eingeführtes BVDW-Zertifikat Programmatic Advertising als Kompetenznachweis für Agenturen. Joachim Schneidmadl, Vorstand der Technologieholding Virtual Minds Group, rief die Branche zu mehr Geschlossenheit auf und kritisierte die geplante ePrivacy-Richtlinie der EU.

Beide Veranstaltungen stießen auf großen Zuspruch von Seiten des Publikums und die Diskussionen gaben interessante Aufschlüsse über die Chancen und Herausforderungen des Programmatic Advertisements. Auch nächstes Jahr wollen wir gerne wieder dabei sein.

Mr. Watson, please take over!

Mr. Watson, please take over!

Allow me to introduce myself: Watson, IBM Watson. Watson is a computer program developed by IBM that combines ambitious analysis software with artificial intelligence. Some six years ago Watson had his first appearance on the Quiz-Show “Jeopardy!”. Much has happened since then. The playing phase is over and the system has grown out of its infancy. By now it has emerged to an individual ecosystem with numerous application examples and is being implemented into the business operation of more and more companies. Goal of the Watson project is to develop a sophisticated semantical search engine, able to perceive the meaning behind natural language and to locate relevant passages and facts from a large database.

And what does that have to do with Nunatak? We took a look behind the scenes at IBM Watson IoT Headquarters and discussed concrete areas of application for Watson with the people responsible. Chat bots in customer service are an obvious application and are already in use by large corporations like Lufthansa. The text processing abilities of Watson are utilized by Versicherungskammer Bayern to categorize written customer enquiries and priorities them by their emotional mood. But efficiency improvements in customer service are only the beginning. Watson could perspectively assist with complex decisions, especially if they have to be made under great time pressure – for example, in clinical diagnostics.

Many of the new skills will not be explicitly programmed, but instead independently learned by the systems from their interactions and experiences with their respective environments. Among other things, this is based on neuronal networks, machine learning, text analysis tools and voice recognition. Watson can also process unstructured data like texts, pictures or multimedia. Therefore, Watson is well ahead of normal computer systems since this unstructured data makes up 80 percent of all information of the web.

Gazing in a crystal ball shows how cognitive computing will surely be used in every business sector in ten years und will consequently concern all areas of our life. Artificial intelligence will definitely enhance human abilities in some areas and outperform them and therefore potentially replace them in others.

Programmatic Advertising im TV und anderswo: The Nunatak Group auf den Medientagen 2017 #mtm17

Programmatic Advertising im TV und anderswo: The Nunatak Group auf den Medientagen 2017 #mtm17

Bildschirmfoto 2017-10-23 um 14.31.21.png

Programmatic Advertising – also der vollautomatische und individualisierte Ein- und Verkauf von Online-Werbeflächen in Echtzeit – ist ein wichtiges Thema auf den diesjährigen Münchner Medientagen. Wo liegen Vorteile, Herausforderungen und Risiken? Wie sollten sich Marktteilnehmer darauf vorbereiten? Und: Wer profitiert schon heute davon? Diese und weitere Fragen werden Managing Partner Robert Jacobi (@robor) und Principal Fabian Göbel am Dienstag, den 24. Oktober, in zwei Panels erörtern.

Auf Einladung von Google hält Robert einen Impulsvortrag und moderiert ab 10:30 Uhr in Raum 12 im Kongresszentrum die Diskussionsrunde um Matthias Dang (CEO IP Deutschland GmbH), Dr. Alwin Mahler (Managing Director, Global Partnerships DACH, Google) und Thomas Port (CEO Digital SevenOne Media GmbH) zum Thema „The Future of Programmatic TV“. Kernfrage hier: Wie sollten Broadcaster Programmatic TV einsetzen, um Werbung im TV nachhaltig relevanter zu machen?.

Direkt danach im selben Raum öffnet sich die Diskussion auf alle Mediengattungen, unter dem Titel „Game Changer Programmatic – Wie Echtzeitwerbung die Spielregeln im Media-Biz auf den Kopf stellt“. Nach einer kurzen Einführung durch W&V Nachrichtenchefin Petra Schwegler beginnt die Veranstaltung mit einem Impulsvortrag von Fabian. Im Anschluss diskutieren namhafte Köpfe aus Medien und Technologie im Panel, wie Programmatic die Gesetzmäßigkeiten im Werbegeschäft künftig verändern wird und worauf sich Werbungtreibende, Medien und Agenturen vorbereiten müssen. Unter den Diskutanten sind zum Beispiel Jutta Richter, Global Brand Management von MINI, Marco Dohmen (Commercial Director DACH FreeWheel), Dr. Andrea Malgara (Geschäftsführer Mediaplus Gruppe), Sena Rahma (Managing Partner Echte Liebe) und Joachim Schneidmadl (Vorstand virtual minds group).

Den Rückblick zur Veranstaltung gibt es dann natürlich auch wieder hier auf unserem Blog zu lesen.