Observed Signal · Jul 28, 2026 · Partnership · Source: Meedia · Impact: 3/5 · Sentiment: Positive
AEOS CEO on CTV, Inhousing and AI Planning
All Eyes on Screens (AEOS) CEO Marin Ćurković discusses how the lines between linear TV, Connected TV (CTV) and streaming have blurred and how advertisers increasingly build inhouse media capabilities. AEOS positions its Apollo planning tool — a KI/AI-based system that ingests linear, streaming and CTV data — as a technological solution for planning, forecasting and budget allocation. The company favors using proprietary data models rather than selling raw data and stresses European data sovereignty by self-hosting sensitive data. AEOS has partnered with Deichmann on an inhousing implementation and works with identity partners such as Utiq to bridge Big Screen and open-web channels. Ćurković advocates a hybrid “human-in-the-loop” approach to AI, closer integration of creative and media planning, and more European collaboration on marketing technology.
Company-level interview describes tangible industry trends (CTV / inhousing / AI, identity partnerships) with a notable client use-case (Deichmann) and reinforces European data sovereignty — relevant to AdTech vendors, advertisers and agencies but not a major platform policy or market-shifting announcement.
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Key Takeaways & Evidence Grounding
- All Eyes on Screens (AEOS) operates Apollo, an AI-driven planning tool that integrates linear TV, streaming and CTV data to forecast audiences and optimize budget allocation.
- AEOS worked with retailer Deichmann to support the client’s inhousing efforts and to measure connections between Big-Screen campaigns and brand/business KPIs.
- AEOS declined requests to fully license its raw data to third parties, preferring to maintain and use its own data models internally.
- AEOS uses a privacy-compliant identity partner (Utiq) to help connect Big Screen inventory with the open web for incrementality and retargeting use-cases.
- AEOS expanded its strategy team, hiring 25 employees with long media experience over the past 18 months to support strategic consulting alongside technology.
Connected Companies & Entities
3 Entities mapped“The idea of Utiq is to provide a privacy-compliant identity that makes it easier to connect different channels — this is why Utiq is an inte...”
“In conversation with MEEDIA, Marin Ćurković explains why his company relies on its own data models rather than selling data, and how AI will...”
“He previously worked at various agencies in the media-agency network GroupM (today WPP Media) — most recently as Managing Partner & Head of ...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Former Utiq and Xandr/Microsoft Leader Joins illuma for AI Scaling
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Trade Desk DACH chief: Open ecosystem, retail data key
In an interview with MEEDIA, Tamer Batan, the new DACH head of The Trade Desk since August 2026, discusses the fragmentation of the programmatic advertising ecosystem and the company's strategy to counter it through open, interoperable partnerships. Key initiatives include integrating German ID solutions Utiq and netID and a deepened partnership with retailer REWE to leverage purchase and loyalty data for audience targeting across the open web. Batan emphasizes programmatic's evolution into an intelligence layer and sees AI-driven ad inventory as adding further fragmentation, requiring centralized control and collaboration. He also expresses skepticism about agentic buying replacing human expertise. The interview touches on challenges in the German market, Open Web, identifiers, CTV, and retail media. Batan addresses the company's stock performance, attributing it to a need to better communicate the platform's value. Germany's privacy-conscious market is poised to lead in shaping advertising's future. The full interview is paywalled, with only the introduction public.
European netID Exec Discusses Deterministic IDs and AI's Impact
In an interview, Daniel Dagehus, CTPO of the European netID Foundation, discusses the evolving role of deterministic identifiers in the open web. He argues that while AI and probabilistic models are useful for planning and simulation, deterministic IDs remain essential for campaign activation and delivery to real people across devices. netID has integrated with major ad tech platforms, including The Trade Desk, enabling advertisers to target deterministic segments. Dagehus emphasizes the importance of publisher login relationships to maintain direct user contact and independence from tech providers, especially as AI chatbots change the customer journey. He also highlights FedCM as a standard that can simplify logins and support publisher strategies for direct audience relationships.
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