Understand legitimate interest vs. consent for marketing purposes. Learn best practices for maximizing opt-in and consent. Guidance to build an effective and GDPR-compliant marketing strategy.

Over the last 50 years, we have watched advertising shift from a push to a pull model. Now, we are watching it evolve into one that emphasizes distribution and personalization. Our industry is now faced with the challenge of capturing viewers’ time and attention in relevant and engaging ways wherever, and however, they are consuming content.

Join Agata Gazdziak, Market Director for Central and Eastern Europe at Xandr, as she explores three key themes shaping the advertising industry today- powerful technology, data, and content, and the opportunities that lie ahead in this new media landscape.

Automatically generated reports based on data are one of the ways that news agencies, including ČTK, are working. Do we fear the use of automation and artificial intelligence in journalism? What are the benefits? Will real journalists be replaced by robots? Learn more from the news editor of ČTK Radka Matesová Marková.

For many years, the obligation to retain data from telecommunications traffic has been in place and provided to law enforcement authorities under certain conditions. This obligation has been criticized for a long time. It is often pointed out that such sensitive data, which may reveal more of the privacy of users, are unnecessarily stored since their importance in criminal investigations is not so essential. The importance of these electronic traces is, in the context of the transfer of communication into the virtual sphere, essential. We will see real examples of police practice, where the data from communication significantly contributed to the detection of criminals.

Digital advertising is currently facing a crisis of trust magnified by key pain points amplified by ad tech. These include decreased efficiency, poor transparency, and increased confusion across the industry. In addition to mapping out seven of these, we will look at the path to solving each.

In theory, ISP and telecommunications companies can analyze a huge amount of data about their customers’ behaviours and habits. Respectively their modems. Conversely, they do not see other data that online services work with. Can this data be used? Which one? And does anyone want to use the data? Rostislav will be interviewed by  Jana Břeská.

How can AI help with text content analysis? Text processing helps solve the segmentation of content, find keywords, IAB categories, etc. For example, in e-commerce, it helps to summarize reviews. The reverse process will allow the machine-creating content and so solve boring and repetitive work.

Digital ad spending worldwide could reach a total of $427.26 billion by 2022, however it is still largely affected by ad fraud and lack of transparency. Recent scandals with privacy and personal data misuse introduced even more questions about the future of digital ads but many believe that the answers may be found with the help of blockchain technology. Will blockchain save us all?

Influencer marketing has experienced an incredible boom in recent years. Most contracting authorities and agencies understand that this segment has a significant impact on marketing results and therefore cannot be ignored. Unlike other digital disciplines, however, influencer marketing still lacks some golden rules or institutions that would help unify the industry and set clear standards for both influencers and sponsors. That is why it is still possible that there are various operators on the market that operate even outside the law. It is not only for these reasons that very often advertisements are created on social networks that are more ridiculous than successful. It was precisely from this impulse that the World of Influencers was born, which eventually resulted in something that goes beyond the fun and addresses the need to apply self-regulation of this environment far more than other advertising means. How (not) to do it legally, communicatively and effectively will share the authors of the IG World of influencers.

The online advertising world as we know it will soon be over. Internet browsers quickly limit 3rd party cookies to protect user privacy. GDPR brought significant limitations in the work with data. Should we be sorry, or can we do it differently and better?

Why be interested in the future of cookies? What is the lifetime of cookies now? Does it differ in the type of device? Format? Publisher? In Direct / RTB Purchase? Will advertising cookies cease to exist completely? Will anything replaces them? What will it be? What is the impact on media planning? What should be changed? What can be the impacts on you? What to look for if you are a publisher/advertiser/agency?

We reviewed data from 15 billion impressions and saw how (not) effectively cope with media split today, data targeting and creatives. Conclusion? Online advertising goes in the runway and brands pay for it unnecessarily. If you want to excel in digital, you have to change your approach. We’ll show you how. No bullshit. No magic. Just numbers.

Is it time to leave site-centric measurements? How will campaign reach, media type overlays and cross-country overlap be measured in the post-cookies era? Is it possible to measure e-commerce?

Programmatic audio in the MMS radio network: we will show what we do in implementation, how we involve direct business and programmatic. We will discuss what we encounter when introducing a format that almost no one in the Czech Republic has yet bought.

What are cross-media data? Has development stopped, or are we slowly moving in the right direction? Do we even look at the cross-media from the right point of view? The guests of Vít Smékal will find answers to these questions. The representatives of the media agency, advertiser and research provider will be heard.

What is local marketing, why to use it, what benefits it brings and how OMD works in cooperation with McDonald’s? Michal Ťoupalík (OMD / Omnicom Media Group) and his guest Rudolf Ešner (McDonald’s) will show how to work with contact points shown.

Data is the basis of omnichannel planning. Linking digital data to other data sources helps build more effective campaigns. We will show you how offline and online data work together with specific examples. And most importantly, how is it possible to make the most of this connection in the digital world.

GroupM representatives will explain how you can use your own algorithms to increase the potential of online advertising to build your brand knowledge.

The state of HbbTV in the Czech Republic and its development. Measurement of HbbTV market in the Czech Republic. First experience with using Big data in HbbTV. How will classical linear broadcasting change due to HbbTV and Big data from the perspective of both users and advertisers?

Using a mathematical model, we are able to analyze the customer’s purchasing behaviour and predict which particular goods or services he or she is interested in. In a case study, we prove that a customer is willing to spend more if we don’t bother him with an irrelevant offer and give him a tailored message. Our work was awarded first place in the new category of EFFIE marketing transformation.

Video ads are one of the fastest-growing formats in programmatic. Learn how to take decisions regarding video investment and make your video advertising efficient. You will also get the information about the state of video in programmatic – standards and trends, best practice and video tools as well as share insights regarding the future of video with the Addressable TV development.

The popular target group of online campaigns, so-called. “Light TV Viewers” is recently getting more and more attention of media planners and end-users who want to complement traditional offline channels in their media mix. But who are these “Light TV Viewers”, how many are there, on what sites or mobile applications we can find them and are they specific enough for their socio-demographic profile and cross-media behaviour to pay attention to them? The answer will be provided by Josef Fišer from MEDIAN, based on the analysis of this demanded target group in the cross-media cross-platform adMeter data.