On April 24, 2025 – DanAds hosted its first European Summit in Stockholm – our home city and headquarters. Following success in New York, the Summit brought together over 100 experts to explore the future of self-serve, AI-driven ad solutions, and automation strategies.
With the theme “Accelerating Advertising,” the Summit focused on making advertising smarter, faster, and more efficient through better technology and streamlined processes.
Hosted by Johan Kappel, the day was packed with straightforward talks, practical case studies, and actionable ideas from the people making it happen.
If you missed the event, don’t worry – here are the key takeaways you need to know:
Highlights and key takeaways
- Tripadvisor’s Self-Serve journey
Eoin McGregor, Global Head of Tripadvisor Ad Express, walked us through their journey – from a slow, isolated start to a focused, strategic approach that grew self-serve revenue by 500%.
Key lesson: Self-serve requires real ownership, a hybrid sales strategy, and consistent investment to succeed.
- Broadcasters and Self-Serve video
Mikael Ekelöf (TV4) and Pieter Van Den Bergh (RTL AdAlliance) discussed how automation and self-serve are transforming the video ad landscape. They emphasized the need for a unified approach across linear and digital TV, paving the way for a “Total TV” ecosystem.
Key lesson: Break down traditional TV barriers. Buyers want simplicity, real-time access, and a combined offering across screens.
- Total TV and rethinking buying strategies
Johan Liljelund (DanAds) and Robert Farazin (TVBeat) discussed how publishers must offer unified, cross-platform buying experiences that match how audiences consume media today.
Key lesson: Cross-screen solutions are no longer optional – they are expected.
- AI and compliance
Oleksandr Khimiak from Sigma Software detailed the opportunities and risks with AI, highlighting the new EU AI Act coming into effect. He stressed the importance of responsible AI governance, risk assessment, and transparency across all applications. Oleksandr also discussed practical frameworks for businesses to explore AI opportunities while managing regulatory risks, underlining:
- The difference between minimal, limited, high-risk, and unacceptable AI applications under the EU AI Act
- Real-world examples of AI failures (e.g., bias in hiring, misinformation, brand damage)
- Key pillars for AI success: Innovation, AI literacy, and strict governance
Key lesson: Companies must integrate responsible AI practices early to stay compliant, competitive, and build lasting trust.
- DanAds Product Vision
Jeffrey Mayer, CPO at DanAds, presented upcoming platform upgrades including:
- Advanced creative management tools
- Total TV buying capabilities
- AI-driven automation features
- A complete reporting overhaul and smarter BI insights
- New payment methods including Google Pay and Apple Pay integrations
- A redesigned storefront and media planner tools
Key lesson: The future of ad operations must prioritize efficiency, user control, and continuous innovation.
Looking ahead
The conversations started at Summit 25 are just the beginning. We’re continuing the momentum at our next summit in New York City on October 15, 2025. Registration link here.
Thank you to everyone who joined us in Stockholm and helped make the event a success, especially to our sponsors: Sigma Software, FutureMeets and Dots.eco.
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