Marketecture Podcast Summary: IAB Tech Lab Summit with Achim Schlosser from Bertelsmann
Episode Title: IAB Tech Lab Summit: Achim Schlosser from Bertelsmann
Release Date: December 9, 2024
Hosts: Marketecture Media, Inc.
Guests: Achim Schlosser, VP Global Data Standards at Bertelsmann
Duration: Approximately 10 minutes
1. Introduction to Achim Schlosser and His Role at Bertelsmann
The episode features Jeremy Bloom from the Advertising Forum interviewing Achim Schlosser, who serves as the Vice President of Global Data Standards at Bertelsmann.
Key Points:
- Role Overview: Achim oversees data collaboration and the strategic use of first-party data across Bertelsmann’s diverse portfolio, which includes media, services, and education sectors operating in 50 countries with 80,000 employees.
- Corporate Structure: Bertelsmann operates under a holding structure with autonomous companies, necessitating coordinated strategies on digitalization, privacy, policy changes, and technology.
Notable Quote:
“I’m personally mainly concerned with fostering data collaboration between Bertelsmann companies... to sustainably and scale collect and access data.” – Achim Schlosser [00:59]
2. The Theme: "The End of the Beginning, Nothing Will Be the Same"
Jeremy introduces the central theme of the discussion, highlighting the transformative changes impacting Bertelsmann.
Key Points:
- Summit Context: This summit marks the second instance, following an earlier event in New York, emphasizing ongoing industry shifts.
- Industry Changes: Significant alterations in platform policies, data access restrictions, regulatory landscapes, and media consumption habits are reshaping strategies.
- Agile Adaptation: Bertelsmann employs an agile, multi-year approach to navigate and integrate these changes across its operations.
Notable Quote:
“Nothing will be the same. But it's sort of an agile multi-year process where all of these companies are evolving and shifting and shaping.” – Achim Schlosser [02:48]
3. Navigating Privacy and Data Complexities
The conversation delves into the challenges of managing privacy and data across Bertelsmann’s extensive and varied business units.
Key Points:
- Value Generation: Balancing autonomy of individual companies with the collective goal of leveraging data for enhanced value.
- Governance and Collaboration: Emphasizing internal knowledge sharing, technology integration, and structured governance to manage privacy and data standards.
- External Engagement: Active participation in standardization organizations like IB Europe and IAB Tech Lab to influence and align with industry standards.
Notable Quote:
“Collaboration is the key thing... we have a lot of privacy, governance top down or stuff like that.” – Achim Schlosser [04:54]
4. Internal and External Collaboration on Data and Privacy Standards
Achim outlines the dual focus on internal collaboration within Bertelsmann and external engagement with industry bodies.
Key Points:
- Internal Platforms: Utilization of data and knowledge collaboration platforms to facilitate seamless information flow across departments and subsidiaries.
- Stakeholder Engagement: Coordination among media, policy experts, legal counsels, and data protection officers to ensure comprehensive governance.
- External Associations: Strategic involvement in key organizations to stay abreast of and influence evolving standards, particularly in privacy and technology.
Notable Quote:
“We are running an internal collaboration platform, not just a data collaboration platform, but also a knowledge collaboration platform within this group.” – Achim Schlosser [04:54]
5. The Role of AI in Bertelsmann’s Ecosystem
The discussion shifts to the integration and impact of Artificial Intelligence (AI) within Bertelsmann’s operations.
Key Points:
- Content Enhancement: AI is primarily used to improve content creation and management across various Bertelsmann entities.
- Machine Learning in Advertising: Leveraging AI for machine learning applications in digital advertising aligns with existing privacy frameworks.
- Innovation and Governance: Establishing governance structures to manage AI-related projects, ensuring compliance with emerging regulations like the AI Act.
Notable Quote:
“AI basically has three aspects in the sense that... you have things like pilot innovation and knowledge collaboration.” – Achim Schlosser [07:05]
6. Governance Structures Across Regions
Achim discusses how Bertelsmann manages governance related to AI and data privacy across different geographical regions.
Key Points:
- Decentralized Operations: While governance for high-priority areas like AI is becoming more streamlined, much of the governance remains decentralized to accommodate regional autonomy.
- Regulatory Compliance: Particularly in Europe, where corporate-level liabilities for fines necessitate strict adherence to privacy laws and governance practices.
- AI Act Preparedness: Preparing for the AI Act by educating the workforce, ensuring transparency, and managing high-risk AI applications.
Notable Quote:
“AI Act is entering into force early next year, which will give everyone a bit of obligation in terms of educating their workforce.” – Achim Schlosser [08:18]
7. Conclusion and Final Thoughts
The episode wraps up with Jeremy expressing appreciation for Achim’s insights into how Bertelsmann is navigating the evolving landscape of data standards, privacy, and AI integration.
Notable Quote:
“Achim, this has been awesome. Thank you so much. Wonderful discussion.” – Jeremy Bloom [09:41]
Key Takeaways
- Strategic Data Collaboration: Bertelsmann focuses on fostering data collaboration across its diverse companies to leverage first-party data effectively.
- Adaptative Governance: The company employs both internal collaboration platforms and external engagements to stay ahead of industry changes in privacy and technology standards.
- AI Integration: AI is strategically incorporated to enhance content and advertising efficiencies, supported by robust governance structures to ensure compliance with upcoming regulations.
- Regional Compliance: Governance practices are tailored to meet regional requirements, with particular emphasis on the stringent regulations in Europe.
This episode provides a comprehensive look into how a global media conglomerate like Bertelsmann strategically manages data standards, privacy, and AI to stay competitive and compliant in a rapidly changing digital landscape.