T2Ó (T2O media)

Claudia Wagner Takes Charge of ADAC Motorsport Revamp

Claudia Wagner, former CEO of Deutsche Sport Marketing, has been appointed as CFO and CCO of ADAC's newly restructured motorsport division. Starting in April 2026, she will oversee the commercial activities of the club's motorsport efforts, including the DTM and other formats, aiming for strategic realignment.

Warner Bros. Discovery Revolutionizes Shoppable Ads with AI

Warner Bros. Discovery (WBD) is expanding its shoppable TV ad strategy by combining contextual relevance with AI-powered object recognition. The company partnered with Kerv.ai, which uses ML to analyze on-screen content for discrete objects and context—calling this the 'pixel edge'—to match products with scenes. The collaboration began after Black Friday 2024, with Wayfair as the first retail partner; WBD supplied Kerv with more than 20,000 hours of content and matched it to Wayfair’s live catalog. Retailers can buy single ad spots or full title sponsorships, which trigger a product carousel and a second-screen 'Shop HBO Max' experience. Testing shows QR codes may be favored by viewers, but the emphasis is on delivering contextually relevant shopping — for example, suggesting bar stools after a kitchen scene. In early Wayfair campaigns, WBD saw a 50% faster transition from exposure to QR scan.

Retail Media: Collaboration Key to Unlocking Data Potential

Retail Media is at a pivotal moment as the era of third-party cookies ends, prompting industry debates on how to monetize first-party data. The article argues that collaboration among advertisers, retailers, publishers and data providers is key to unlocking new inventory and access to first-party datasets, while encouraging companies to evaluate Retail Media's potential without blindly chasing hype. It highlights the role of first- and second-party data, thematic fit, and product context in targeting, and describes how data collaboration networks and data clean rooms enable privacy-preserving activation and measurement across channels. The piece notes substantial market potential, citing IAB Europe’s projection of nearly €25 billion in ad revenue in Europe by 2026, and mentions German Retail-Media subsidiaries that connect retailers with advertisers. Overall, Retail Media is presented as a durable trend that benefits all participants when governed by secure, privacy-conscious infrastructures.