BVDW vs dfv Mediengruppe

DMEXCO 2026: Digitale Wirtschaft auf dem Weg von Künstlicher Intelligenz zu echter Wertschöpfung

New press release published on 25.09.2026: 'DMEXCO 2026: Digitale Wirtschaft auf dem Weg von Künstlicher Intelligenz zu echter Wertschöpfung'. Also updated press material reflecting the new BVDW Präsidium elected on 26.06.2026, with Björn Kaspring as new member.

Digital Economy Contributes €481 Billion to German GDP

A study by the German Digital Economy Association (BVDW) and the research firm Istari quantifies the economic impact of Germany's digital economy, estimating it at €481 billion in gross value added for 2025, representing nearly 12% of total German GVA. The analysis, based on AI-assisted examination of 1.4 million market-active companies, categorizes them into three groups: the digital core economy (software, platforms, AdTech, data providers, digital agencies) with €192 billion GVA, digitally driven business models (online retailers, digital media), and digitally transformed industries, which together account for over €1 trillion. The study aims to highlight the significance of digital business models beyond traditional industry classifications, particularly to inform policy decisions.

• The digital economy in Germany generates €481 billion in gross value added, nearly 12% of the total.
• Around 229,000 companies are classified as part of the digital economy.
• The digital core economy alone accounts for €192 billion GVA from ~63,000 companies.

Retail Media Reaches 'Path of Enlightenment' in 2026 Trend Monitor

The Retail Media 2026 Trend Monitor, based on insights from the expert circle of the Working Group Die Mediaagenturen, indicates that retail media has established itself as a permanent part of the digital advertising market. The focus has shifted from proving its general relevance to demonstrating effectiveness, data transparency, and technical interoperability. The report highlights the need for standardized measurement and clear success metrics, as well as the integration of retail media into broader advertising technology stacks. This marks a maturation phase for the sector, moving beyond initial hype towards practical, scalable implementation.

• The Trendmonitor Retail Media 2026 is based on assessments from the Retail Media expert circle of the Trendmonitor 2026 working group 'Die Mediaagenturen'.
• Retail media has established itself as a fixed component of the digital advertising market.
• The report emphasizes the shift from proving relevance to demonstrating effectiveness, data transparency, and technical connectivity.

Ahead uses community and creators to reshape snacks

D2C snack brand Ahead is featured in HORIZONT's "Un:filtered" series, where co-founder and CEO Philip Brohlburg discusses the company's move from direct-to-consumer into grocery retail, its mission to normalise lower-sugar diets, and the strategic role of its community and creators who are integrated into the team. The article appears as part of the HORIZONT x Social Match Un:filtered collaboration and includes commentary from Martin Wroblewski of Social Match by We Are Era.

• Article published by HORIZONT Online on 2026-08-31.
• Ahead is described as a D2C company aiming to make lower-sugar nutrition the norm and to offer alternatives to classic confectionery.
• Philip Brohlburg is identified as Co-Founder and CEO of Ahead and is the interviewee in the Un:filtered episode.

Vodafone and BVB AI‑recreate 1963 Bundesliga Goal

Published by HORIZONT on August 29, 2026, Vodafone, Borussia Dortmund (BVB), and creative agency Jung von Matt have launched an AI-driven campaign titled 'The Unseen Goal' to reconstruct the Bundesliga's first-ever goal, scored in 1963 by Timo Konietzka. Since no original video or photographic footage of the historic moment exists, the team generated the moving images using artificial intelligence, leveraging historical media reports, weather simulation models, and interviews with eyewitnesses, including the scorer's brother. The reconstructed video debuted via a documentary at the BVB museum, on Sky Sports News, and on the YouTube channels of BVB and Vodafone. It was also shown on stadium screens during Dortmund's season opener. The campaign will continue to run across digital platforms, social media, print, and soccer podcasts in Germany, with Sky serving as the exclusive media partner.

• Vodafone, Borussia Dortmund (BVB), and agency Jung von Matt launched 'The Unseen Goal' campaign to reconstruct the first-ever Bundesliga goal from 1963 using AI.
• The historic goal by Timo Konietzka had no existing photographic or video records prior to this project.
• The creative team utilized eyewitness accounts, weather simulation models, and archive records to accurately generate the moving images.

Digital Receipt Mandate Threatened from 2028

Germany's Federal Finance Minister Lars Klingbeil (SPD) plans to end paper sales receipts from 2028 and replace them with a mandatory digital receipt. The proposal would require retailers to provide an electronic receipt for every sale. Trade associations and retailers are urging instead for a full abolition of the receipt requirement. The article, published by Lebensmittelzeitung (DFV Mediengruppe) on 28 August 2026, outlines the forthcoming policy shift and the retailers' opposition, which could have wide implications for point-of-sale systems, payment providers, and retail data capture.

• Federal Finance Minister Lars Klingbeil (SPD) plans to abolish paper receipts and introduce a mandatory digital receipt starting in 2028.
• The proposed rule would require retailers to provide an electronic receipt for every sale.
• Retail industry representatives are calling for the complete abolition of the receipt obligation instead of a digital mandate.