As the day progressed, Interact 2025 shifted into a more focused gear with a series of expert-led afternoon masterclasses designed to dive deep into the most critical and complex areas of digital advertising. These intimate, high-impact sessions offered attendees the chance to gain practical knowledge, explore emerging solutions, and walk away with actionable takeaways they could immediately apply within their organisations.
From navigating the balance between privacy and innovation, to kickstarting your AI journey, addressing audience measurement in the context of evolving EU policy, and putting the TCF into practice, these masterclasses delivered real value. Sustainability also took centre stage, with a session on how to reduce emissions across the digital supply chain and build a more sustainable future for our industry.
Our first masterclass explored the potential implications of the European Commission’s 2025 work programme for the digital advertising sector, with a focus on regulatory simplification and competitiveness. Key topics included the withdrawal of the draft ePrivacy Regulation, signalling possible changes to the EU’s privacy framework, and the upcoming review of the digital acquis. The discussion also examined the proposed European Data Union Strategy, aimed at fostering scalable data sharing while upholding robust privacy and security standards, and what all of this could mean for the future of digital advertising in Europe.
This session was moderated by Jacob Dexe, Public Affairs Manager, IAB Sweden, who ws joined by:
Dominique returned to the stage in the afternoon to help attendees cut straight to the good stuff, helping to inform and align teams on adopting AI in everyday tasks.
The session included a live demonstration on how to work smarter and more creatively with AI multi-tooling, using practical tasks from the audience, all run in AI multi-tooling format. It also offered a quick crash course on AI frameworks and best practices for research, data analytics, and content creation.
This session explored the crucial role of audience measurement within the evolving EU digital policy landscape. Key areas of focus included: the impact of the European Media Freedom Act (EMFA), the debate between independent and proprietary measurement systems, and upcoming regulatory developments. The masterclass also emphasised the increasing political significance of audience measurement for both commercial needs and public interest goals, advocating for industry collaboration and proactive engagement with regulatory oversight.
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As the digital advertising ecosystem continues to evolve under increasing regulatory scrutiny, ensuring effective and consistent compliance with the EU Data Protection Legal Framework remains a shared challenge. This panel examined the role of the TCF Compliance Programmes in providing participants with structured ways to meet their legal requirements through audits, technical guidance, and dedicated enforcement procedures.
The session was moderated by Ninon Vagner, Privacy Director at IAB Europe who was joined by:
This masterclass provided an essential update on Ad Net Zero Europe’s progress in reducing advertising’s carbon footprint, highlighting key milestones and the importance of collaboration across markets. It unpacked the challenges and opportunities within the five Ad Net Zero actions and shared the latest on the Global Media Sustainability Framework.
IAB Europe then dived deep into the digital side of this transformation, introducing key tools that can help you start cutting emissions today. The session concluded with an interactive audience Q&A, ensuring attendees left with practical, actionable insights.
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