Observed Signal · Oct 21, 2026 · Event Preview · Source: Adzine · Impact: 2/5 · Sentiment: Positive
Five Experts Discuss Signal Value in Video Planning
This article is an expert roundtable held ahead of the ADZINE CONNECT VIDEO 2026 conference. Five industry professionals from agencies and adtech companies discuss the optimal use of signals in video advertising planning. They debate the value of various data sources such as audience data, context, attention, purchase intent, and platform data, questioning whether more signals automatically lead to better decisions. Key themes include the importance of signals that drive concrete planning decisions, the risk of signal noise, the need for testing to validate signal contribution, and the challenges of measuring success in CTV. The experts also address the economic costs of signals, the issue of platform-specific data lock-in, and the need for a common language across platforms.
The article provides industry expert perspectives on current best practices and challenges in video advertising signal planning, relevant for AdTech professionals but not centered on a single breaking event or major corporate announcement.
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Key Takeaways & Evidence Grounding
- ADZINE CONNECT VIDEO 2026 takes place on November 12, 2026 in Hamburg.
- Five experts from agencies and adtech companies share their views on video advertising signals.
- Alexander Kraft (Jung von Matt Impact) argues a signal must influence planning decisions.
- Joost van Treeck (True Relevance) warns of signal noise and suggests 'less is often more'.
- Carolin Wagner (GumGum) emphasizes testing to determine the most effective signals.
Connected Companies & Entities
3 Entities mapped“Alexander Kraft, Geschäftsführer von Jung von Matt Impact, discusses what makes a good signal for planning.”
“Ben Weiss, VP Sales, DACH von Adlook, explains how Adlook combines signals using AI and deep learning for real-time media buying decisions.”
“Carolin Wagner, Client Strategy Lead EMEA von Gum Gum, describes how the company tests signals and weights them based on campaign outcomes.”
Ontology Mapping & Concepts
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Heineken Uses GumGum's Attentive Lift Tool in Two Campaigns
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