TLDR: This year's Media Congress 18 offered surprisingly broad views of coming and big changes in "digital media." For the congress of an industry that's not exactly known for driving innovation, that's a nice surprise. Here are some lasting, highly subjective impressions.
TLDR: In the new Safari browser, artificial intelligence (AI) works for the interests of users for the first time. "Intelligent Tracking Prevention" opposes surveillance marketing and deletes all third-party cookies after 30 days. The use of the powerful technology is a right, but probably inconsequential step. After all, the example of spam mails shows that there is no herb in the arms race against the misuse of ad tech. Everything on a slide...
TLDR: Dead people don't engage. Nonclick-based measurement methods can provide evidence that reach purchasing is delivering "visitors" who are obviously dead on arrival. Here's a recent case that points to a problem few know the extent of. In the aggregate, organized ad fraud affects 60-90% of all display budgets.
Our commentary from March on the ad tech industry's technical war against users has now also found its way into the current Horizont. The article is not only about data protection, but also about the future of the ad tech industry. It should see its legal regulation as an opportunity.