Observed Signal · May 7, 2026 · Expansion Announcement · Source: Digiday · Impact: 2/5 · Sentiment: Positive
Possible Conference Expands to Lisbon in 2027
Possible’s founders announced at Possible 2026 in Miami Beach that the conference will launch a European edition in Lisbon in October 2027. Christian Muche, co-founder and president of Possible, and Mark Shashoua, CEO of The Hyve Group (which owns Possible), revealed the plan and said more details will follow; Muche noted the Lisbon event will not be held in a convention center. The 2026 edition drew about 7,500 attendees and featured strong focus on generative AI and its role as part of marketing infrastructure. Digiday, a media partner at the event, interviewed several attendees and executives — including Carolina Cespedes of GoGo Squeez (Bel Group), Remy Stiles of agency Kepler, and Oz Etzioni of ad‑tech firm Clinch — who discussed practical AI use, agency positioning, and creative/asset management challenges.
Announcing a European edition of a sizable industry conference (7,500 attendees in 2026) matters for regional networking, knowledge sharing and marketing/AI discussions, but it is not industry‑shifting on its own.
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Key Takeaways & Evidence Grounding
- Possible’s founders announced a European edition to be held in Lisbon in October 2027.
- Christian Muche (co-founder and president of Possible) and Mark Shashoua (CEO of The Hyve Group) confirmed the intention and said further details will be released.
- Muche stated the Lisbon event will not take place in a convention center.
- Possible 2026 drew about 7,500 attendees and featured a strong focus on generative AI as part of marketing infrastructure.
- Digiday interviewed attendees including Carolina Cespedes (GoGo Squeez/Bel Group), Remy Stiles (Kepler), and Oz Etzioni (Clinch) on AI adoption and creative/media challenges.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Possible 2026: Miami Becomes New AdTech Hub
Possible 2026 took place in Miami Beach from April 27–29, 2026, drawing about 7,500 participants and senior executives from platforms, publishers, agencies and adtech. The event emphasized dense, informal networking across two major hotels and announced an expansion to Europe with Possible 2027 slated for Lisbon. Major partners included Google (Founding Partner), Pinterest and Salesforce (Platinum). Conversations focused less on AI hype and more on infrastructure, signal quality, the open internet, and where future value will accrue (platform ecosystems, CTV, retail media and new AI structures). Pinterest promoted an "Intention Economy" positioning while Microsoft showcased a publisher marketplace concept. Organizers—including Christian Muche—positioned Possible as a growing global meeting point for deal‑making and cross‑industry alliances.
Possible Conference: AI's Promise and Threat
Digiday reported live from the fourth annual Possible conference in Miami (Fontainebleau Hotel) on April 29, 2026. Possible co-founder and president Christian Muche said attendance rose to about 7,500 this year, up from 5,400 in 2025. As a media partner, Digiday hosted on-site interviews with industry executives about generative AI’s business impact. Fern Potter (chief strategy and growth officer at Multilocal) discussed curation’s recent growth and how AI improves data hygiene and discoverability. Kamran Asghar (co-founder and CEO, Crossmedia) highlighted independent agencies’ agility and marketplace flexibility prompting continued media spend. Nielsen’s first-ever chief client officer, Peter Naylor, described Nielsen’s move into predictive analytics with a “predictive sales lift” product and commented on handling large data volumes in the context of LLMs. The piece summarizes editors’ key takeaways from conversations at the event.
Possible 2026 Scales Up With Eden Roc, Invite-Only Programming
Possible, the marketing and media conference owned by ShopTalk parent Hyve Group, is launching its fourth annual event in Miami Beach and expanding beyond the Fontainebleau. The event expects roughly 6,800 attendees (about a 25% increase from 5,441) and has grown its commercial partner count to 292 (from 165). Under leader Christian Muche, Possible is positioning itself as a Davos-like gathering for C-suite dealmaking, leaning into creators, AI, and celebrity appearances; past A-list participants have included Elon Musk, Martha Stewart and Reddit cofounder Alexis Ohanian. The 2026 edition will feature invite-only programming and an Eden Roc expansion as part of its broader scaling strategy.
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