Observed Signal · Mar 12, 2025 · Conference · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
d3con 2025: Gen AI in Programmatic DNA
The 2025 edition of the Hamburg-based d3con Digital Advertising conference focused on Gen AI-driven solutions for more efficient advertising, planning, and targeting. Attendees discussed trends like Retail Media, cookieless advertising, sustainable advertising, and marketing mix modeling (MMM) in practice. Generative AI was identified as a central driver for better ad serving and planning, with expectations of substantial benefits across programmatic contexts in 2025. The event highlighted the role of AI in targeting without third-party cookies, emphasized data foundations and Privacy Sandbox/ID solutions, and noted growing opportunities in contextual advertising and Digital Out-of-Home (DOOH). Industry players from Google, Zalando, Criteo, DoubleVerify, and Meta participated, alongside discussions on MMM tools (Meridian, Robyn) and the ongoing importance of data sovereignty. OVK/BVDW projected growth for 2025, with online ad revenue reaching €6.8B (+8.8% from 2024) and programmatic and video ads driving the majority of growth. The conference underscored diversity and networking as ongoing drivers of the AdTech community.
Gen AI-driven transformations in programmatic advertising and a major industry forecast (OVK/BVDW) indicate a shift in the AdTech landscape.
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Key Takeaways & Evidence Grounding
- Generative AI identified as a central driver for better ad serving and planning at d3con 2025.
- OVK/BVDW forecast 2025 online ad revenues at €6.8B, up 8.8% from 2024.
- In 2025, programmatic ads are expected to account for 76% of online display and video, with video ads exceeding €3B.
- Privacy Sandbox and multiple ID solutions are highlighted as essential to cookieless targeting (Meridian, Robyn referenced for MMMs).
- Retail Media and data foundations are emphasized as increasing relevance in programmatic advertising; DOOH is highlighted as an expanding channel.
Connected Companies & Entities
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Balancing Data and Media: Insights from d3con 2026
A report from d3con 2026 in Hamburg highlights advertisers’ pragmatic approach: relying on both owned data and platform ecosystems. Panels showed that cookies remain central for direct online sales (Parship uses first‑party cookies and validates with affiliates’ third‑party cookies), while TV and Media Mix Modelling (MMM) are used to measure long‑term uplift (Nivea). Speakers warned about platform dependence—retail‑media networks and loyalty apps can act as new walled gardens (Unilever) while Universal Music builds large custom audiences and shares data for partnerships. Programmatic streaming fragmentation and opaque TV pricing drew criticism, and AI was discussed as both an efficiency opportunity and a trust risk (fake videos). The piece concludes that advertisers continue collecting data but increasingly cede data control to platforms. Next d3con is scheduled for 16–17 March 2027.
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