{"id":13736,"date":"2024-09-13T15:57:00","date_gmt":"2024-09-13T15:57:00","guid":{"rendered":"https:\/\/e-dialog.group\/news\/rethinking-media-planning-summit-of-the-digital-advertising-industry-at-programmaticon-2024\/"},"modified":"2026-02-26T17:11:42","modified_gmt":"2026-02-26T17:11:42","slug":"rethinking-media-planning-summit-of-the-digital-advertising-industry-at-programmaticon-2024","status":"publish","type":"news","link":"https:\/\/e-dialog.group\/en\/news\/rethinking-media-planning-summit-of-the-digital-advertising-industry-at-programmaticon-2024\/","title":{"rendered":"Rethinking media planning: Summit of the digital advertising industry at ProgrammatiCon 2024"},"content":{"rendered":"<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><aside id=\"aside-content-block_ba87ab55d9d0f7b7c0020d341083a730\" class=\"aside-content block block--aside-content\" data-title=\"\">\n  <div class=\"aside-content__content content\">\n                      <h2 class=\"content__hl\">Press Contact<\/h2>              <div class=\"content__text\"><p><strong>Please contact us for any inquiries:<\/strong><\/p>\n<\/div>\n            <a href=\"mailto:presse@e-dialog.group\" target=\"_self\" class=\"content__cta\">\n        Send inquiry\n      <\/a>              \n      <div class=\"content__team team-member\" itemscope itemtype=\"https:\/\/schema.org\/Person\">\n        <img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-300x300.png\" class=\"attachment-medium size-medium wp-post-image\" alt=\"\" itemprop=\"image\" loading=\"lazy\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-300x300.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-1024x1024.png 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-150x150.png 150w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-768x768.png 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-630x630.png 630w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-628x628.png 628w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny.png 1080w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\">\n        <div class=\"team-member__meta meta\">\n          <div class=\"meta__name\" itemprop=\"name\">Markus Widmer<\/div>\n          <div class=\"meta__position\" itemprop=\"jobTitle\">Marketing Director<\/div>\n        <\/div>\n      <\/div>\n                  <\/div>\n<\/aside><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><div id=\"basic-content-block_8ec0de0606c946cbc7adfc3d105ba91b\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h1>Rethinking media planning: Summit of the digital advertising industry at ProgrammatiCon 2024<\/h1>\n<p><strong>At the sold-out Weitsicht Cobenzl overlooking Vienna, the digital advertising industry met on September 12 as part of ProgrammatiCon&rsquo;s conference day. The event for data-driven advertising was hosted for the ninth time by the digital agency e-dialog. <\/strong><\/p>\n  <\/div>\n<\/div>\n\n<div id=\"image-fullscreen-block_a2e4fd2989558567f140491e7a914596\" class=\"image-fullscreen block block--image-fullscreen block--no-margin\" data-title=\"\">\n  <div class=\"image-fullscreen__content content\">\n    <img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1705\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/1-programmaticon-2024-cyvonnefetz_studiof-260_processed.jpg\" class=\"content__img img img--desktop\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/1-programmaticon-2024-cyvonnefetz_studiof-260_processed.jpg 2560w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/1-programmaticon-2024-cyvonnefetz_studiof-260_processed-300x200.jpg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/1-programmaticon-2024-cyvonnefetz_studiof-260_processed-1024x682.jpg 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/1-programmaticon-2024-cyvonnefetz_studiof-260_processed-768x512.jpg 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/1-programmaticon-2024-cyvonnefetz_studiof-260_processed-1536x1023.jpg 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/1-programmaticon-2024-cyvonnefetz_studiof-260_processed-2048x1364.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\">      <\/div>\n<\/div>\n\n<div id=\"basic-content-block_1836013d5743fa10484f0cb0cc00dfc2\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p><small>Photo credit: Yvonne Fetz, Studio F.<\/small><\/p>\n<p>&nbsp;<\/p>\n<p>More than 200 digital marketing experts attended the conference day, and another 60 took part in five online bootcamps in the days leading up to it.<\/p>\n<p>Professionals from five countries presented and challenged the current state of the digital advertising industry in talks, deep dives and panels across two stages. Topics included data-driven media planning, new digital formats and creatives, as well as data strategy, data protection and performance measurement. <\/p>\n<p>Both major platforms such as Google, Meta and TikTok and media and technology providers such as Goldbach Media, Virtual Minds, Teads, Commanders Act, Usercentrics and adnomaly were represented on ProgrammatiCon&rsquo;s two stages. Drawing on insights from various studies, Andreas Rau, Head of Media Agencies DACH at Meta, called for a more nuanced approach to the topic of attention&mdash;especially attention measured as visible seconds of an ad: &ldquo;More attention does not necessarily mean better performance,&rdquo; Rau emphasised. <\/p>\n  <\/div>\n<\/div>\n\n<div id=\"basic-content-block_9a71d024b7944cbd287cc534b195fc96\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p>The customer perspective at ProgrammatiCon was represented by contributions from Geberit, Nespresso, CTS Eventim and L&rsquo;Or&eacute;al. Franziska Eickhoff, Chief Data &amp; Analytics Officer at L&rsquo;Or&eacute;al DACH, together with Meinolf Meyer, Head of Data &amp; Measurement Solutions at Google, described the overhaul of 37 brand sites as part of the transition to Google Analytics 4. &ldquo;Google Tag Manager is like a wardrobe. It should be tidied up regularly,&rdquo; Eickhoff joked. <\/p>\n<p>In talks and contributions from Austria&rsquo;s biggest YouTuber, Joanna Zhou (maqaroon), and the country&rsquo;s most successful podcaster, Richard Hemmer (Geschichten aus der Geschichte), it was also emphasised how important it is for advertisers to understand what good content is. In the panel &ldquo;Content that convinces&rdquo;, Julius Winter, Executive Creative Consultant at TikTok, argued that advertisers should leverage the community&rsquo;s viewing habits and adapt their advertising content to the platform being used. Oliver Rosenthal, Head of Creative Works at Google, called for more courage when brands collaborate with creators on platforms such as YouTube.  <\/p>\n<p>The programme was rounded off by talks and deep dives from experts from the host, e-dialog. Maria Holzinger, Head of Creative, and Iris Handlsberger, Director Media Consulting &amp; Campaign Strategy, opened the conference with a broad overview titled &ldquo;Five reasons why your campaign is running like sh*****&rdquo; and urged advertisers to leave old ways of thinking behind. The topic was explored in greater depth in a deep dive on the path from gut feeling to data-driven media budgets by Buster Grunau and Alexandra Lanz. A live demonstration drew attention to the possibility of generating realistic AI models from just a few photos for product demonstrations in e-commerce, presented by Long Pham and Christian Reiser.   <\/p>\n<p>To round off the day, ProgrammatiCon guests were invited to a chill-out event with networking in the domed hall of Schloss Cobenzl.<\/p>\n  <\/div>\n<\/div><\/div>\n<\/div>\n<div id=\"teaser-classic-block_5e4f898ceece2562dcac1e5917b98570\" class=\"teaser-classic block block--teaser-classic\" data-title=\"\">\n  <div class=\"teaser-classic__content content\">\n    <div class=\"content__top top\">\n      <div class=\"top__info info\">\n                <h2 class=\"info__hl\">More news &amp; updates<\/h2>      <\/div>\n          <\/div>\n    <div class=\"content__posts posts-teaser\">\n                      <div class=\"posts-teaser__post-teaser post-teaser post-teaser--logo\">\n                      <div class=\"post-teaser__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/GoogleAnalyticsConference%C2%A9JenniferFetz-0087_processed-300x200.jpg\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/GoogleAnalyticsConference&copy;JenniferFetz-0087_processed-300x200.jpg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/GoogleAnalyticsConference&copy;JenniferFetz-0087_processed-1024x682.jpg 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/GoogleAnalyticsConference&copy;JenniferFetz-0087_processed-768x512.jpg 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/GoogleAnalyticsConference&copy;JenniferFetz-0087_processed-1536x1024.jpg 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/GoogleAnalyticsConference&copy;JenniferFetz-0087_processed-2048x1365.jpg 2048w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\">            <\/div>\n                                <div class=\"post-teaser__logo\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"1\" height=\"1\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/GACon-logo-black-yellow-1.svg\" class=\"attachment-medium size-medium\" alt=\"\">            <\/div>\n                                <div class=\"post-teaser__tag\">Analytics<\/div>\n                    <h3 class=\"post-teaser__title\">Data beats opinion: 15th Google Analytics Conference showcases the AI-driven future of performance measurement<\/h3>\n                    <div class=\"post-teaser__more\">\n            Read more            <svg width=\"12\" height=\"12\" viewbox=\"0 0 12 12\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n              <path d=\"M1 5.25C0.585786 5.25 0.25 5.58579 0.25 6C0.25 6.41421 0.585786 6.75 1 6.75L1 5.25ZM11.5303 6.53033C11.8232 6.23744 11.8232 5.76256 11.5303 5.46967L6.75736 0.6967C6.46447 0.403806 5.98959 0.403806 5.6967 0.6967C5.40381 0.989593 5.40381 1.46447 5.6967 1.75736L9.93934 6L5.6967 10.2426C5.40381 10.5355 5.40381 11.0104 5.6967 11.3033C5.98959 11.5962 6.46447 11.5962 6.75736 11.3033L11.5303 6.53033ZM1 6.75L11 6.75L11 5.25L1 5.25L1 6.75Z\"><\/path>\n            <\/svg>\n          <\/div>\n          <a href=\"https:\/\/e-dialog.group\/en\/news\/data-beats-opinion-15th-google-analytics-conference-showcases-the-ai-driven-future-of-performance-measurement\/\" aria-label=\"Data beats opinion: 15th Google Analytics Conference showcases the AI-driven future of performance measurement\"><\/a>\n        <\/div>\n                      <div class=\"posts-teaser__post-teaser post-teaser \">\n                      <div class=\"post-teaser__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"193\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-300x193.jpg\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-300x193.jpg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-1024x659.jpg 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-768x494.jpg 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-1536x988.jpg 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305.jpg 1707w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\">            <\/div>\n      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aria-label=\"e-dialog wins paid social mandate from CSS\"><\/a>\n        <\/div>\n                      <div class=\"posts-teaser__post-teaser post-teaser post-teaser--logo\">\n                      <div class=\"post-teaser__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"185\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Josef-Grabner_LINK-Mobility_02-2-scaled-e1771922709825-300x185.jpg\" class=\"attachment-medium size-medium\" alt=\"Josef Grabner, LINK Mobility\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Josef-Grabner_LINK-Mobility_02-2-scaled-e1771922709825-300x185.jpg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Josef-Grabner_LINK-Mobility_02-2-scaled-e1771922709825-1024x632.jpg 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Josef-Grabner_LINK-Mobility_02-2-scaled-e1771922709825-768x474.jpg 768w, 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5.25L1 6.75Z\"><\/path>\n            <\/svg>\n          <\/div>\n          <a href=\"https:\/\/e-dialog.group\/en\/news\/e-dialog-focuses-on-messenger-marketing-with-link-mobility\/\" aria-label=\"e-dialog focuses on Messenger Marketing with LINK Mobility\"><\/a>\n        <\/div>\n                      <div class=\"posts-teaser__post-teaser post-teaser post-teaser--logo\">\n                      <div class=\"post-teaser__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"136\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Screenshot-Startseite-e-dialog-1-300x136.png\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Screenshot-Startseite-e-dialog-1-300x136.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Screenshot-Startseite-e-dialog-1-1024x465.png 1024w, 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<\/div>\n<\/div>","protected":false},"featured_media":13737,"template":"","meta":{"_acf_changed":false},"categories":[446],"c-year":[12],"class_list":["post-13736","news","type-news","status-publish","has-post-thumbnail","hentry","category-campaigns","c-year-12"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>ProgrammatiCon 2024: Rethinking media planning | e-dialog<\/title>\n<meta name=\"description\" content=\"ProgrammatiCon 2024 in Vienna: Summit of the digital advertising industry featuring data-driven media planning, creatives, data protection &amp; networking.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/e-dialog.group\/en\/news\/rethinking-media-planning-summit-of-the-digital-advertising-industry-at-programmaticon-2024\/\" 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