Transformation in Digital Advertising
Digital advertising is ca 30 years old, still growing — but that’s not the real story. According to dentsu’s latest forecast, the global market is expanding by ~5–6% annually, with digital already accounting for more than 60% of total media investment.
The real shift is structural. We are entering what dentsu calls the “algorithmic era”: soon, nearly 80% of ad spend will be driven by algorithms. Platforms are evolving into closed-loop commerce ecosystems. Tech-supported creative has become the new performance lever. Meanwhile, professional content, aka media, faces difficulties to catch up with platforms. Most marketers and agencies play catch-up, especially in the CEE region, where programmatic and the 'new digital' (retail media, CTV, or data-driven approached are less typical).
Which raises critical questions:
→ How should brands rebalance between brand, performance and commerce media?
→ Are we still planning media — or feeding algorithms?
→ Is targeting something we, human decision makers control?
→ Who owns growth in this new system: media, creative, or data?
→ What can the fragmented region of CEE countries learn from each other?
We’ll explore these questions at the upcoming CEE Leadership Club roundtable on the transformation of digital advertising.
🗣️ Keynote speakers:
- Krisztina Palinkas, CEE Digital Manager, Molson Coors
- Bartosz Nowak, VP of Sales at Adlook
🙋🏽♀️ Host: Kinga Incze, Founder & CEO of Mediaspace.global & Whitereport
If you’re navigating this shift as a marketer, platform, or agency — this conversation is for you.
How to join this session?
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- Sign up for Mediaspace.global here.
- If you're a Leadership Club member, just book your seat on this page.
- If you're not a premium member yet, find more details about the Leadership Club membership here.
- If you're invited by a Mediaspace member, you can purchase your ticket here: Leadership Club CEE |Q2'26 |Digital Advertising Transformation |Invite-only Tickets, Wednesday, Jun 3, 2026 from 5 pm to 6:30 pm | Eventbrite
Please note that only confirmed attendees can join our premium membership sessions so we can ensure you meet a great mix of professionals and decision-makers each time. We have limited seats (max 20).
Who is Mediaspace.global Leadership Club for?
- For senior and ambitious professionals in media, marketing, tech and regulation and want to be part of 1000 premium members globally with a changemaker mindset
- Interested in being part of meaningful, high-level conversations about market and regulatory shifts
- Interested in further building your network outside your current circles
4 unique benefits of Mediaspace.global's Leadership Club
- The hottest topics at the intersection of media, adtech, market trends, regulation, and innovation. - The best way to stay ahead of the market.
- Independent platform. Mediaspace.global is an independent platform. You'll meet new views, innovative solutions, new perspectives that help your company thrive in this complex era.
- Unique format. Interactive format with limited seats under Chatham House Rules (behind closed doors, confidential meetups). - One of the best ways to exchange knowledge, and meet innovators and insiders are through our roundtable with limited seats. Quality conversations, debates; warm introductions, and high-level connections.
- Global network. Our online club sessions (with the same rules) can provide new opportunities and knowledge that you wouldn't find otherwise. It's a win-win from corporate reputation and individual thought leadership perspectives.
Looking forward to meeting you soon,
Kinga Incze Founder & CEO, Hamish Sandison Chairman, Phil McCauley Non-executive director of Mediaspace, operated by Whitereport Global Limited.
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