{"id":9851,"date":"2026-08-06T08:02:38","date_gmt":"2026-08-06T08:02:38","guid":{"rendered":"https:\/\/goldvertise.com\/events\/goldvertise-xchange-future-of-tv-3\/"},"modified":"2026-11-10T08:58:25","modified_gmt":"2026-11-10T08:58:25","slug":"goldvertise-xchange-future-of-tv-3","status":"publish","type":"page","link":"https:\/\/goldvertise.com\/en\/events\/goldvertise-xchange-future-of-tv-3\/","title":{"rendered":"Goldvertise Xchange: Future of TV 2026"},"content":{"rendered":"

Goldvertise Xchange: Future of TV<\/span> November 25, 2026 \u00b7 Munich<\/span><\/span><\/span> <\/span><\/h1><\/div>

Goldvertise Xchange: Future of TV<\/strong> brings together decision-makers from media, advertising and technology. Expect fresh perspectives, valuable insights and meaningful networking as we explore the future of TV and CTV.<\/p>\n

November 25, 2026<\/strong> | Marias Platzl, Munich<\/p>\n<\/div><\/div><\/div><\/div><\/div>

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Sponsors 2026<\/h3><\/div>
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Panels 2026<\/h3><\/div>

Fragmentation is Reality \u2013 Who Will Build the One Total Video Buy?<\/h4>Panel Talk \u00b7 Flip for more \u21bb <\/div><\/div>

How can we create a true Total Video Buy across the entire video ecosystem?<\/h4>\r\n

TV, CTV and Online Video are increasingly converging. At the same time, inventory, technology and media planning remain fragmented. <\/span><\/p>\r\n

Joining the discussion: Goldbach \u00d7 Magnite x WPP<\/p>\r\n<\/div><\/div><\/div><\/div><\/div>

Next Generation Adtech \u2013 When Will AI Agents Take Over?<\/h4>Panel Talk \u00b7 Flip for more \u21bb <\/div><\/div>

What does this mean for agencies, sales houses and Adtech \u2013 and how close is the industry to autonomous media buying?<\/h4>\r\n

AI is already transforming media planning today. With Agentic Advertising, this development is moving one step further: AI agents could soon plan, buy and optimise media autonomously. <\/span><\/p>\r\n

Joining the discussion: Index Exchange \u00d7 PIA \u00d7 esome x Deutsche Sparkassen- und Giroverband<\/span><\/p>\r\n<\/div><\/div><\/div><\/div><\/div>

CTV Reality Check<\/h4>Agency Spotlight \u00b7 Flip for more \u21bb <\/div><\/div>

Christof Baron will assess the latest developments and discuss <\/h4>\r\n

the opportunities, challenges and limitations of CTV in media planning. At the heart of the session is one key question: what does it take for CTV to truly deliver on its promise to advertisers in the long term?<\/p>\r\n

Speaker: Christof Baron | NAYOKI Mediaplus<\/p>\r\n<\/div><\/div><\/div><\/div><\/div>

Retail Media \u00d7 CTV<\/h4>Spotlight Session \u00b7 Flip for more \u21bb <\/div><\/div>

Will the big screen become a performance channel?<\/h4>\r\n

Together with Sarah Lavery from Amazon Ads<\/strong>, we\u2019ll explore how closed-loop attribution is turning CTV into a powerful performance channel and creating new opportunities for SMBs and performance-driven advertisers. We\u2019ll also take a closer look at the role \u2013 and real value \u2013 of cross-device conversion metrics.<\/p>\r\n

Speaker: Sarah Lavery | Amazon Ads<\/p>\r\n<\/div><\/div><\/div><\/div><\/div>

From Sound to Impact: How Music Builds Brand Impact<\/h4>Panel Talk \u00b7 Flip for more \u21bb<\/div><\/div>

Which musical environment creates the right brand fit?<\/h4>\r\n

Together with our panellists, we will explore how advertisers and agencies can use music strategically, strengthen brand impact and make its success measurable.<\/span><\/p>\r\n

Joining the discussion: Katrin Liebold (Consultant for Music Strategy)\u00a0\u00b7\u00a0 Malte Hildebrand (Screenforce) \u00b7\u00a0 Julian Krohn (Scholz & Friends Sounds)<\/p>\r\n<\/div><\/div><\/div><\/div><\/div>

The current state of AI protocols in advertising.<\/h4>Spotlight \u00b7 Flip for more \u21bb<\/div><\/div>

Five theses on how Agentic Advertising could transform the market.<\/h4>\r\n

Agentic Advertising could fundamentally reshape processes and roles across the digital advertising market. Five key theses explore the technology\u2019s potential, how intelligent agents could collaborate in the future and what is needed to establish shared industry standards.<\/p>\r\n

Speaker: David Porzelt <\/span>| Agentic Advertising Organisation<\/span><\/p>\r\n<\/div><\/div><\/div><\/div><\/div>

Who Measures, Who Decides?<\/h4>Spotlight \u00b7 Flip for more \u21bb <\/div><\/div>

Why Total Video Needs Common Standards.<\/h4>\r\n

TV, CTV, streaming and online video are increasingly converging \u2013 yet their measurement still often follows different standards. Who decides which reach counts and how comparable the results truly are? This session explores why Total Video needs shared standards and what is now required from the industry, media owners and agencies.<\/p>\r\n

Speaker: Kerstin Niederauer-Kopf | AGF<\/p>\r\n<\/div><\/div><\/div><\/div><\/div>

Game Over, Democracy? \u00ad Welcome to the Digitalocracy<\/h4>Final Keynote \u00b7 Flip for more \u21bb<\/div><\/div>

Who controls our digital public sphere and, increasingly, our democracy?<\/h4>\r\n

In his keynote, renowned media expert Martin Andree<\/strong> explores how tech monopolies, polarising algorithms and right-wing populist forces interact to reshape political discourse around the world. Drawing on the latest data from \u201cMapping the Digital World 2026\u201d<\/strong>, he reveals the extent to which a small number of platforms already control our digital media landscape.<\/p>\r\n

Speaker: Martin Andree | University of Cologne<\/p>\r\n<\/div><\/div><\/div><\/div><\/div>

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Beyond Arbitrage: Build Your Own Buying Advantage<\/h4>\r\n

As programmatic enters the agentic era, FreeWheel Buyer Cloud helps agencies turn their GTM promise into a buying strategy that creates a visible, repeatable competitive advantage. Exclusive for agencies & media planners. Participation by registration<\/a> only.<\/span><\/p>\r\n

Hosted by:\u00a0 <\/strong>Rob Allen | Commercial Lead, FreeWheel\u00a0 x Conor O\u2019Mahoney | Commercial Lead, FreeWheel<\/p>\r\n<\/div><\/div><\/div><\/div><\/div>

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Servus & Connect by Advision<\/h4>\r\n

After a day full of insights, panels and discussions, the Xchange moves into its next round: Servus & Connect by Advision<\/strong> brings the community together for a relaxed evening.<\/p>\r\n

Look forward to a Bavarian Night with Bavarian tapas and Kaiserschmarrn<\/strong>, accompanied by fitting music and plenty of space for good conversations.<\/p>\r\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>

Agenda<\/strong><\/h3><\/div>

November 25, 2026 | Marias Platzl, Munich<\/p>\n<\/div><\/div><\/div><\/div><\/div>

1:30 pm<\/h3><\/div><\/div><\/div>

Opening<\/p>\n<\/div>

Welcome & Opening<\/p>\n<\/div>

Frank M\u00f6bius | <\/span>Host: Peter Christmann & Alexander v. Woikowsky<\/span><\/p>\n<\/div><\/div><\/div>

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Panel<\/p>\n<\/div>

Fragmentation is Reality \u2013 Who Will Build the One Total Video Buy?<\/p>\n<\/div>

Tom Spiegel (Goldbach Digital) \u00b7 Rutger Maree (Magnite) \u00b7 Sabine Lipken (WPP Media)<\/p>\n<\/div><\/div><\/div>

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Agency Spotlight<\/p>\n<\/div>

CTV – Reality Check<\/p>\n<\/div>

Christof Baron \u00b7 NAYOKI MEDIAPLUS<\/p>\n<\/div><\/div><\/div>

3:10 pm<\/h3><\/div><\/div><\/div>

Coffee Break<\/p>\n<\/div>

Pretzels, homemade dips and the perfect boost for an inspiring afternoon.<\/p>\n<\/div><\/div><\/div>

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Spotlight Interview<\/p>\n<\/div>

Retail Media \u00d7 CTV \u2013 Closing the Loop on the Big Screen (ENG)<\/p>\n<\/div>

Sarah Lavery \u00b7 Amazon Ads<\/p>\n<\/div><\/div><\/div>

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Spotlight<\/p>\n<\/div>

Current state of AI Protocols and the differences of them<\/p>\n<\/div>

David Porzelt \u00b7 Agentic Advertising Organization<\/p>\n<\/div><\/div><\/div>

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Panel<\/p>\n<\/div>

Next Generation Adtech \u2013 When will AI agents take over?<\/p>\n<\/div>

Steffen Hopf (Index Exchange) \u00b7<\/strong> Lennard Nagel (PIA Media) \u00a0\u00b7 Ben Bunte (esome) \u00a0\u00b7 Raphael Weiser (Deutsche Sparkassen- und Giroverband)<\/p>\n<\/div><\/div><\/div>

<\/h3><\/div><\/div><\/div>

Spotlight<\/p>\n<\/div>

Tech & Innovation Pitch: Agentic LIVE TV<\/p>\n<\/div>

Bendix Eisermann \u00b7 DFB.TV | SPORTDIGITAL<\/p>\n<\/div><\/div><\/div>

5:00 pm<\/h3><\/div><\/div><\/div>

Coffee Break<\/p>\n<\/div>

Freshly brewed coffee, sweet treats and a moment to pause, enjoy and Xchange.<\/p>\n<\/div><\/div><\/div>

<\/h3><\/div><\/div><\/div>

Panel<\/p>\n<\/div>

From Sound to Impact: How Music Creates Brand Impact<\/p>\n<\/div>

Katrin Liebold (Consultant for Music Strategy) \u00b7\u00a0 Malte Hildebrandt (Screenforce) \u00b7\u00a0 Julian Krohn (Scholz & Friends Sounds)<\/p>\n<\/div><\/div><\/div>

<\/h3><\/div><\/div><\/div>

Spotlight<\/p>\n<\/div>

Who Measures, Who Decides? Why Total Video Needs Common Standards.<\/p>\n<\/div>

Kerstin Niederauer-Kopf \u00b7 AGF<\/p>\n<\/div><\/div><\/div>

<\/h3><\/div><\/div><\/div>

Closing Keynote<\/p>\n<\/div>

Game Over, Democracy? Welcome to the Digitalocracy<\/p>\n<\/div>

Prof. Dr. Martin Andree \u00b7 University of Cologne<\/p>\n<\/div><\/div><\/div>

6:30 pm<\/h3><\/div><\/div><\/div>

Networking \u2502 Fingerfood & Drinks<\/p>\n<\/div>

Servus & Connect by Advision<\/p>\n<\/div>

Look forward to a Bavarian Night with Bavarian tapas and Kaiserschmarrn, accompanied by fitting music and plenty of space for good conversations.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

Our Speakers 2026<\/h3><\/div>

Inspiration and expertise from leading voices in the industry.<\/p>\n<\/div><\/div><\/div>

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Kerstin Niederauer-Kopf<\/h4><\/div>

Chairwoman of the Executive Management Board \u00b7 AGF<\/strong><\/p>\n<\/div><\/div><\/div>

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Steffen Hopf<\/h4><\/div>

Regional Managing Director \u00b7 Index Exchange<\/strong><\/p>\n<\/div><\/div><\/div>

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Thomas Spiegel <\/span><\/span><\/h4><\/div>

CEO \u00b7 Goldbach Digital<\/strong><\/span><\/span><\/p>\n<\/div><\/div><\/div>

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David Porzelt<\/span><\/h4><\/div>

Chapter Lead for Germany | Austria | Switzerland<\/span><\/span>\u00a0\u00b7 Agentic Advertising Organisation (AAO)<\/span><\/strong><\/p>\n<\/div><\/div><\/div>

<\/span><\/div><\/div><\/div><\/div>

Sarah Lavery<\/span><\/h4><\/div>

Senior Business <\/span>Development Leader<\/span>\u00a0\u00b7 Amazon Ads<\/span><\/strong><\/p>\n<\/div><\/div><\/div>

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Malte Hildebrandt<\/h4><\/div>

Managing Director\u00b7 Screenforce<\/strong><\/p>\n<\/div><\/div><\/div>

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Lennard Nagel<\/h4><\/div>

Executive Director Programmatic \u00b7 PIA Media<\/strong><\/p>\n<\/div><\/div><\/div>

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Christof Baron<\/span><\/h4><\/div>

Managing Director <\/span>\u00b7 NAYOKI MEDIAPLUS<\/span><\/strong><\/p>\n<\/div><\/div><\/div>

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Katrin Liebold<\/span><\/h4><\/div>

Consultant for Music Strategy, Content & Artist Relations<\/p>\n<\/div><\/div><\/div>

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Sabine Lipken<\/h4><\/div>

Senior Vice President<\/span>\u00a0\u00b7 WPP Media<\/strong><\/p>\n<\/div><\/div><\/div>

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Bendix Eisermann<\/h4><\/div>

Managing Director \u00b7 DFB.TV |SPORTDIGITAL<\/strong><\/p>\n<\/div><\/div><\/div>

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Benjamin Bunte<\/h4><\/div>

CEO \u00b7 esome<\/strong><\/p>\n<\/div><\/div><\/div>

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Julian Krohn<\/h4><\/div>

Musik- und Audio-Expert \u00b7 Scholz & Friends Sounds<\/strong><\/p>\n<\/div><\/div><\/div>

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Raphael Weiser\u00a0<\/h4><\/div>

Senior Media Planner \u00b7 \u00a0Deutsche Sparkassen- und Giroverband<\/strong><\/p>\n<\/div><\/div><\/div>

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Rutger Maree<\/h4><\/div>

Commercial Director DACH \u00b7 Magnite<\/strong><\/p>\n<\/div><\/div><\/div>

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Martin Andree<\/h4><\/div>

Media Researcher \u00b7 University of Cologne<\/strong><\/p>\n<\/div><\/div><\/div>

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Alexander von Woikowsky<\/p><\/h4><\/div>

Host \u00b7 Goldvertise Xchange<\/strong><\/p>\n<\/div><\/div><\/div>

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Peter Christmann<\/p><\/h4><\/div>

Host \u00b7 Goldvertise Xchange<\/strong><\/p>\n<\/div><\/div><\/div>

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Frank M\u00f6bius<\/p><\/h4><\/div>

Host & Managing Director \u00b7 Goldvertise Media GmbH<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>

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Looking Back at 2025<\/h3><\/div>
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