Practical and enlightening: the BVDW masterclasses at DMEXCO

At DMEXCO 2023, leading experts from the German Association for the Digital Economy (BVDW) once again shared valuable, practical know-how with the event’s inquisitive visitors. Read on to explore a selection of sessions packed full of tips and hacks.

Relive the BVDW masterclasses from DMEXCO 2023.
Image: © Koelnmesse

Masterclasses focused on specific use cases

The masterclass format is a great way to impart practical skills and experience. At this year’s DMEXCO, the BVDW once again invited visitors to listen to its experts talk about hot topics from the digital industry and present specific use cases with a focus on sharing valuable insights. We’ve put together a small selection of BVDW masterclasses delivered at DMEXCO 2023.

Relive these and lots of other sessions by simply registering or logging in to access our on-demand platform as part of the DMEXCO community – what’s more, it’s completely free.

Web3: endless possibilities for immersive experiences?

The BVDW masterclass “NTR Web3: Immersive Experiences for Business Growth” was all about immersive experiences through tokenization. Hosted by Achim Hepp, Head of Marketing at B1T5.IO (CNS E-Business Academy), this session was built on three pillars exploring different aspects. The first strategic part, presented by Nico Wohlgemuth (Managing Partner at DAYONE), focused on the framework of Web3. In the second part, Lea Horn, Senior Consultant, Digital Experience, at Arvato Systems (Bertelsmann), discussed what’s possible with Web3 on a tangible level. To conclude the masterclass, Bahne Sievers (Counsel at Fieldfisher) addressed legal issues relating to Web3, providing the audience with essential information to take away.

This masterclass perfectly complements the sessions held at / the Tech Stage and takes you on a journey into the wide world of Web3.

Privacy in the tech industry – status quo and key trends

None other than Corinna Hohenleitner (Director CEU at Criteo and Vice President of the BVDW) hosted the BVDW masterclass “Privacy meets Technology – Enhancing and Enabling Consumers Interests” in cooperation with the IAB Tech Lab. During this session, Robert Blanck (General Manager Advertising & E-Commerce / Section Lead Advertising at Axel Springer), Shailley Singh (EVP Product & COO at the IAB Tech Lab), and Jochen Schlosser (CTO at Adform Germany) discussed the various developments and political and policy decisions relating to the topic of privacy in the tech industry.

In addition to highlighting the needs and preferences of consumers and the question of how to optimally address these when it comes to tech products and data use, the experts also explored the differences between the European and U.S. markets.

Is the digital scene ready for a world without third-party cookies?

At the start of the masterclass “Brave new world – targeting users without cookies?”, Christopher Reher (General Director Data at Axel Springer All Media) highlighted the differences between the panelists’ backgrounds, spanning advertising, technology, university, agencies, and publishing. Attendees at the masterclass were treated to input from experts Sarah Ostkamp (Consumer Experience Manager Ice Cream DACH, BNX & France at Unilever), Prof. Dr. Joost van Treeck (Dean of Studies at Hochschule Fresenius University of Applied Sciences and CEO of Cronbach), Jana Moran (COO at Utiq Germany), and Tobias Wegmann (Deputy Chair of the Data Economy department at the BVDW and CTO at PREX Programmatic Exchange).

The experts explored a topic that has been on everyone’s lips in the digital world for months: the definitive end of third-party cookies in 2024. From their different perspectives, the panelists shed light on the status quo of the industry and identified problems that digital advertising will soon face.

AI is changing the job profile of SEA managers

The BVDW masterclasses at DMEXCO 2023 of course also dived right into the trending topic of the year: artificial intelligence. One such session was “Are you still needed? How AI is changing what’s expected from SEA managers”, which explored how new technological developments are impacting the work of SEA managers.

Hosted by Oliver Zenglein (CEO of The Boutique Agency), panelists Andreas Hörcher (Managing Director at finnwaa), Katharina Knolle (Online Marketing Manager at web-netz), Serkan Fidanci (Senior Consultant Paid Media at morefire), and Liesa Buller (Senior Account Manager Data Driven Advertising at 42DIGITAL) painted a varied picture of the industry, encouraging the audience to let go of all their old habits. In this masterclass, you’ll learn how SEA managers can productively respond to AI and what role agencies will play in the future.

Watch and learn – in the BVDW masterclasses from DMEXCO 2023

The digital world is fueled by innovation and change. Constant interaction is essential for creating the optimal conditions for this environment and optimally taking society along on this future journey beyond the limits of the industry. The BVDW masterclasses delivered at DMEXCO 2023 have already brought countless digital professionals up to speed on the fascinating topics mentioned here and many more. To be one of them, register for or log in to the DMEXCO event platform, which will give you access to the BVDW masterclasses in VoD format as well as a complete package allowing you to relive other sessions from DMEXCO 2023.