So s- just to start with, it'd be great if you could just introduce yourself and tell us a little bit about your role, um, and what you're focused on in the lead-up to this year's event.

Yes, I'm working for DMEXCO since two and a half years now.

Uh, so it's my third DMEXCO as a host.

Uh, before, I attended DMEXCO for many, many years as a journalist.

I was the editor-in-chief before for a German marketing specialist magazine, so I worked in the industry for many, many years.

And so what I'm doing now most, of course I do the strategy together with my c- uh, colleagues from the DMEXCO board, um, and we're shaping the future of DMEXCO.

But, uh, I also talk to journalists, I host the DMEXCO podcast, I do the VIP strategy, things like that, so I talk a lot with the industry outside.

Mm-hmm

What are some of the biggest shifts, if you could name three, let's say, that you expect to dominate conversations going into 2026?

Yeah, that's interesting.

I mean, the industry is so complex, so it's very hard to pick just a few.

But I'm sure the topic around search AI or AI search will be something that we discuss because that changes a big part of our industry, how people are searching, how people will be shopping.

I just read this week that 22% of our purchases are already influenced by Chachapiti or LLMs.

And that's so impressive.

So brands really have to think about how they present themselves in the LLMs.

Wow, that's