{"id":340241,"date":"2025-03-18T10:56:53","date_gmt":"2025-03-18T10:56:53","guid":{"rendered":"https:\/\/integralads.com\/?p=340241"},"modified":"2025-03-19T13:56:40","modified_gmt":"2025-03-19T13:56:40","slug":"ias-beyond-2025","status":"publish","type":"post","link":"https:\/\/integralads.com\/de\/insider\/ias-beyond-2025\/","title":{"rendered":"IAS Beyond 2025 &#8211; Unser Media Quality Roundtable"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"340241\" class=\"elementor elementor-340241\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-f0e7e61 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"96117\" data-id=\"f0e7e61\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8d287af\" data-eae-slider=\"99394\" data-id=\"8d287af\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-def5972 elementor-widget elementor-widget-heading\" data-id=\"def5972\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u00dcber den D\u00e4chern Hamburgs: Insights vom IAS Beyond 2025<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5a6349f elementor-widget elementor-widget-video\" data-id=\"5a6349f\" data-element_type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/1066952057?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=1&amp;portrait=1&amp;byline=1#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f5c861f elementor-widget elementor-widget-text-editor\" data-id=\"f5c861f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Am 11. M\u00e4rz 2025 lud Integral Ad Science im Rahmen der d3con in Hamburg zum sechsten Media Quality Roundtable unter dem Motto \u201eIAS Beyond 2025\u201c ein. Nach der Er\u00f6ffnung durch Marija Lux, Director Customer Success Central &amp; Eastern Europe bei IAS, und Jan-Philipp Hinrichs, Executive Director Global Agency Partnerships CEE bei IAS, widmeten sich f\u00fchrende Branchenexpert*innen im Restaurant KARO&amp;PAUL im Hamburger Bunker intensiv den wichtigsten Trends und Herausforderungen rund um CTV, Attention und Brand Safety auf Social Media.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f6f0a87 elementor-widget elementor-widget-image\" data-id=\"f6f0a87\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"362\" src=\"https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/1111111-1024x579.png\" class=\"attachment-large size-large wp-image-340269\" alt=\"\" srcset=\"https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/1111111-1024x579.png 1024w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/1111111-300x170.png 300w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/1111111-768x434.png 768w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/1111111.png 1279w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65b3137 elementor-widget elementor-widget-text-editor\" data-id=\"65b3137\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00a0<\/p><p><b>State of the Nation: Digitale Dominanz und politische Verantwortung<\/b><\/p><p>Dirk Freytag, Pr\u00e4sident des BVDW, hob in seiner Keynote die zentrale Rolle digitaler Medien hervor. Der digitale Werbemarkt habe sich zum Leitmedium im Marketing entwickelt und verzeichne mittlerweile h\u00f6here Investitionen als alle anderen Kan\u00e4le. Freytag unterstrich zudem die Relevanz politischen Engagements: Als Verband will sich der BVDW aktiv in politische Diskussionen einbringen, um Themen wie Datenschutz und Datennutzung konstruktiv mitzugestalten.<\/p><p><b>CTV: Noch nicht perfekt, aber hochrelevant<\/b><\/p><p><span style=\"font-weight: 400;\">Alina Vonnemann, Agency Development Director Central &amp; Eastern Europe bei IAS, lieferte einen kurzen Faktencheck zum Thema CTV: Laut Nielsen nutzen bereits 77 Prozent der Deutschen w\u00f6chentlich Video-Streaming-Services, und die Verbreitung von Smart-TVs wachse stetig. Damit entwickele sich CTV zunehmend zu einem unverzichtbaren Kanal im digitalen Marketing.<\/span><\/p><p><span style=\"font-weight: 400;\">Doch es bleiben Herausforderungen: Abonnentenpr\u00e4ferenzen, Fragmentierung und Messprobleme erschweren die Werbewirkung. Zudem entst\u00fcnden durch betr\u00fcgerische Aktivit\u00e4ten im CTV-Umfeld monatlich Sch\u00e4den von bis zu 70 Millionen Euro an Media-Budgets. IAS setzt hier auf L\u00f6sungen zur Verbesserung von Brand Safety und Suitability sowie auf Ma\u00dfnahmen zur Eind\u00e4mmung von Ad Fraud.<\/span><\/p><p><span style=\"font-weight: 400;\">Auch Steffen Hutmacher, Video Sales &amp; Planning Lead bei Google\/YouTube, hob die wachsende Bedeutung von CTV hervor. YouTube habe sich l\u00e4ngst zu einer Multi-Format-Video-Plattform mit einem breit diversifizierten Content-Portfolio entwickelt. In Deutschland betrage die durchschnittliche t\u00e4gliche Sehdauer mittlerweile 19 Minuten, und monatlich erreiche die Plattform rund 20 Millionen Zuschauer*innen.<\/span><\/p><p><span style=\"font-weight: 400;\">Michael Gross, Senior Sales Partner Advertising bei Netflix, beleuchtete die Rolle von Netflix als j\u00fcngstem Player im Werbemarkt. Mit \u00fcber 70 Millionen aktiven Nutzer*innen pro Monat biete Netflix Werbepartnern ein engagiertes Publikum. Eine Studie mit Lumen Research zeige zudem, dass die Aufmerksamkeit w\u00e4hrend Netflix-Werbebl\u00f6cken signifikant h\u00f6her ausf\u00e4llt als im linearen TV.<\/span><\/p><p><span style=\"font-weight: 400;\">Erwin Senk, Director Media &amp; Ad Quality bei GroupM, betonte, dass sich CTV als fester Bestandteil des Marktes etabliert habe \u2013 auch wenn es weiterhin Entwicklungspotenzial gebe. Die steigende Beliebtheit von CTV spiegele sich auch in den wachsenden Werbeausgaben wider. Angesichts der zunehmenden Vielfalt an Anbietern werde der Markt f\u00fcr Werbetreibende jedoch komplexer. Trotz bestehender Herausforderungen wie fehlender Standardisierung bleibe CTV ein unverzichtbares Medium, dessen Potenzial durch Aufkl\u00e4rung und gezielte Optimierung weiter ausgesch\u00f6pft werden k\u00f6nne.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a9c4293 elementor-widget elementor-widget-image\" data-id=\"a9c4293\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"640\" height=\"400\" src=\"https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.46.10-1024x640.png\" class=\"attachment-large size-large wp-image-340280\" alt=\"\" srcset=\"https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.46.10-1024x640.png 1024w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.46.10-300x188.png 300w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.46.10-768x480.png 768w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.46.10.png 1308w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-baf395c elementor-widget elementor-widget-text-editor\" data-id=\"baf395c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Keine Attention, keine Wirkung \u2013 Werbung im Blindflug<\/b><\/p><p>Camilla von Faber-Castell, Senior Marketing Manager CEE &amp; Nordics bei IAS, unterstrich die Bedeutung von Aufmerksamkeit als zentrale Messgr\u00f6\u00dfe f\u00fcr den Werbeerfolg. Angesichts der abnehmenden Aufmerksamkeitsspanne auf inzwischen durchschnittlich acht Sekunden sei es entscheidend, gezielt auf Attention-Optimierung zu setzen. Dabei spielen Faktoren wie Sichtbarkeit, Umfeldsignale und Interaktionen eine zentrale Rolle.<\/p><p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-85f336e elementor-widget elementor-widget-image\" data-id=\"85f336e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"640\" height=\"364\" src=\"https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.42.25-1024x583.png\" class=\"attachment-large size-large wp-image-340291\" alt=\"\" srcset=\"https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.42.25-1024x583.png 1024w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.42.25-300x171.png 300w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.42.25-768x437.png 768w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.42.25.png 1362w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5f19678 elementor-widget elementor-widget-text-editor\" data-id=\"5f19678\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In der anschlie\u00dfenden Paneldiskussion betonten Svenja Onasch, Head of Data Management bei IQ Digital, Jessica Joeris, Director Product Development bei GroupM, Melanie Pieper, Managing Partner bei IPG\/Kinesso, sowie Martin Popoff, Head of Tech &amp; AdOps bei Havas, dass trotz der zunehmenden Bedeutung von Attention Measurement einheitliche Standards weiterhin fehlten. Besonders hervorgehoben wurde die Rolle der User Experience und das Zusammenspiel zwischen kreativem Inhalt und dem jeweiligen Umfeld. Ans\u00e4tze wie Test and Learn sowie qualitative Metriken wie Eye Tracking und Nutzerbefragungen gew\u00e4nnen bei der Evaluierung zunehmend an Bedeutung.<\/p><p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-79d88aa elementor-widget elementor-widget-image\" data-id=\"79d88aa\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"383\" src=\"https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.49.42-1024x613.png\" class=\"attachment-large size-large wp-image-340302\" alt=\"\" srcset=\"https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.49.42-1024x613.png 1024w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.49.42-300x180.png 300w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.49.42-768x460.png 768w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.49.42.png 1318w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef4ab3b elementor-widget elementor-widget-text-editor\" data-id=\"ef4ab3b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Sichere Markenpr\u00e4senz auf Social Media: Herausforderungen bew\u00e4ltigen, Chancen ergreifen<\/b><\/p><p>Marija Lux, Director Customer Success Central &amp; Eastern Europe bei IAS, erl\u00e4uterte, wie Marken ihre Brand Safety und Suitability auf Social Media optimieren k\u00f6nnen. Angesichts der enormen Datenmengen, die dort kontinuierlich entstehen \u2013 etwa 1,041 Millionen beantwortete Siri-Anfragen, 16.000 hochgeladene TikTok-Videos und 139,9 Millionen abgespielte Reels auf Meta pro Minute \u2013 sei dies eine komplexe Herausforderung. IAS biete hierf\u00fcr umfassende L\u00f6sungen, die Marken auf Plattformen wie Meta, YouTube, TikTok und X dabei unterst\u00fctzen, ihre Inhalte in einem sicheren und f\u00fcr die Marke geeignetes Umfeld zu platzieren.<\/p><p><b>demokrADs &#8211; ein Zeichen f\u00fcr Qualit\u00e4tsjournalismus<\/b><\/p><p>Carsten Becker, Managing Director bei Omnicom Media Group Germany, stellte mit &#8220;democrADs&#8221; ein Konzept vor, das Werbepartner zur F\u00f6rderung von Qualit\u00e4tsjournalismus und zur Bek\u00e4mpfung von Fake News einl\u00e4dt. Angesichts zunehmender Werbebeschr\u00e4nkungen im digitalen Raum betonte Becker die Notwendigkeit, Medienvielfalt und fundierten Journalismus aktiv zu unterst\u00fctzen.<\/p><p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3dfdeba elementor-widget elementor-widget-image\" data-id=\"3dfdeba\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"507\" src=\"https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.55.42.png\" class=\"attachment-large size-large wp-image-340313\" alt=\"\" srcset=\"https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.55.42.png 879w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.55.42-300x238.png 300w, https:\/\/integralads.com\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-18-um-11.55.42-768x609.png 768w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b4d41fd elementor-widget elementor-widget-text-editor\" data-id=\"b4d41fd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Fazit: Gemeinsam die Zukunft der digitalen Werbung gestalten<\/b><\/p><p>IAS Beyond 2025 zeigte eindrucksvoll auf, dass die Zukunft der digitalen Werbung von kontinuierlicher Innovation und enger Zusammenarbeit gepr\u00e4gt ist. Themen wie CTV, Attention und Brand Safety werden die Branche auch k\u00fcnftig intensiv besch\u00e4ftigen.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u00dcber den D\u00e4chern Hamburgs: Insights vom IAS Beyond 2025 https:\/\/vimeo.com\/1066952057?share=copyv Am 11. M\u00e4rz 2025 lud Integral Ad Science im Rahmen der d3con in Hamburg zum sechsten Media Quality Roundtable unter dem Motto \u201eIAS Beyond 2025\u201c ein. Nach der Er\u00f6ffnung durch&#8230;<\/p>\n","protected":false},"author":59,"featured_media":340243,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[171],"tags":[],"class_list":["post-340241","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v25.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IAS Beyond 2025 - Unser Media Quality Roundtable - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/de\/insider\/ias-beyond-2025\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAS Beyond 2025 - Unser Media Quality Roundtable\" \/>\n<meta property=\"og:description\" content=\"\u00dcber den D\u00e4chern Hamburgs: Insights vom IAS Beyond 2025 https:\/\/vimeo.com\/1066952057?share=copyv Am 11. M\u00e4rz 2025 lud Integral Ad Science im Rahmen der d3con in Hamburg zum sechsten Media Quality Roundtable unter dem Motto \u201eIAS Beyond 2025\u201c ein. 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