Schwab Ingo

Leading the Global Brand Management at Telekom headquarter in Bonn and responsible for media digitization respectively digital media topics like advocate, develop and roll out of the adtech and martech stack, drive programmatic advertising, drive adverification, drive data management, drive digital innovations, and other. There are about 60 people in the global brand management and eight of these are forming the central media team, that consults, supports and collaborates with all Telekom countries (12 countries – only US not in scope) on a rather strategic and conceptual than operational level and also orchestrates and steers our external partners. We have analyzed and predicted the decline of the 3rd party cookie and were/are one of the first advertisers (I think) , who explored strategic alternative options and scenarios and have put them together in an internal guidance paper to start to prepare ourselves for a future without (or at least less) cookies. As a result we have started different projects to explore some of these options in greater detail. One of those (ongoing) projects is to change the digital ecosystem to enable a new planning system for (especially for branding campaigns), that rather aims at media usage situations of users and accordingly contextual signals than at a cookie based user history