Since launching our newly formed Advertising & Media Committee earlier this year, we have been focused on bringing together experts from across the digital advertising ecosystem to address the commercial and technological developments shaping our industry. As part of this committee, four specialised working groups were created: AI in Advertising, Addressability & Measurement, Connected TV, and Programmatic Advertising.
Today, we are delighted to introduce the new Co-Working Group Leads of the Artificial Intelligence (AI) in Advertising Working Group, who will help guide our efforts in supporting the industry as it navigates the rapid evolution of AI technologies. Their leadership will be instrumental in assessing emerging opportunities, addressing challenges, and ensuring that AI innovation continues to deliver value to all stakeholders.
We are pleased to welcome:
Tobias Kellner, Industry Lead, Google DACH
Katharina Jäger, Head of Innovation & Technology, BVDW
With extensive expertise in AI-driven innovation, advertising technology, and strategic transformation, they each bring a unique perspective that will help steer the group’s direction and advance meaningful dialogue in this space.
Of his newly appointed position, Tobias, said, "AI is no longer just a future concept; it is the engine currently reshaping how we create value in digital advertising. Navigating the rapid evolution of AI requires more than just individual innovation; it requires industry-wide collaboration. I am honored to lead this working group alongside Katharina at such a pivotal time. Our focus will be on harnessing this potential responsibly to drive real business results and industry advancement."
Katharina also commented on her role, saying, “As Co-Lead of the IAB Europe AI Working Group, I look forward to shaping the value-driven use of AI in digital advertising across Europe. The group plays a crucial role in providing guidance, aligning best practices, and building a shared European framework. I’m excited to support this work and help the industry leverage AI safely, transparently, and effectively.”
We look forward to working closely with them as they help shape the future of this important area of our industry.
We will be unveiling the newly appointed leads for our other Working Groups in the New Year, so keep an eye out for further updates.
For more information on the AI Working Group, Advertising & Media Committee, or the other Working Groups, and how to join, visit our website here or contact the team at communication [at] iabeurope.eu.
About Tobias Kellner
Tobias Kellner leads Google’s industry relations efforts with the German ads ecosystem, in particular its advertising trade bodies. This covers a wide range of topics, from business areas such as AI or privacy to regulatory perspectives and industry standards. Tobias previously held roles in sales and marketing for Google and worked for IBM. He holds various board roles, e.g. at the digital trade body BVDW on AI, or at Bitkom for digital marketing.
About Katharina Jäger
Katharina Jäger is the Head of Innovation & Technology at the German Association for the Digital Economy (BVDW). In this role, she focuses deeply on emerging technologies, their developments, and future trends. In addition to leading and coordinating projects and initiatives, she serves as an innovation driver and technology expert for the digital economy, the association, and its members.
