Observed Signal · Sep 25, 2026 · Market Signal · Source: BVDW · Impact: 3.5/5
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.
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Recent verified developments and strategic activity across this market segment.
Dirk Freytag Re-elected President of BVDW
Dirk Freytag has been re-elected as president of the Bundesverband Digitale Wirtschaft (BVDW). In a HORIZONT interview he says his priorities for the new term include staying at the forefront on AI, representing the digital economy's interests in Berlin and Brussels, and recruiting new members. The article was published on July 16, 2026 and authored by Klaus Janke on HORIZONT (dfv Mediengruppe).
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.
German digital ad market forecast raised for 2026
The German digital advertising market is projected to grow by 13.8% to nearly €9 billion in 2026, according to an updated OVK forecast. This upward revision from the spring forecast is driven by strong H1 performance (Q1 up 12%, Q2 up 15%) and an expanded data basis including Connected TV and streaming. Digital video will account for €4.8 billion (53% of the market), and programmatic buying is projected to reach €7.1 billion (78%). The report highlights the rise of agentic advertising and the impact of generative AI on publishers. Media agencies report strong demand, with 70% describing it as strong, but a Dmexco survey finds 39% of marketers expect flat budgets. The trade sector led ad spending growth, while the automotive sector saw the largest increase at 50%.
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