IAB Discovery continues its role as a relevant educational-professional format that gathers the domestic digital industry around key market topics. The new edition, which will be held on April 14 at 4 PM at Urania in Zagreb, places focus on one of the most important sources of industry insight, IAB Online Media AdEx.
It is an internationally standardised research that enables structured and methodologically aligned tracking of digital advertising investments, making it an important tool for understanding market movements, budget planning and strategic decision-making. For that reason, its results carry a weight that goes beyond the numbers themselves and directly influence how the industry interprets its own development.
The particular value of this IAB Discovery edition lies in the fact that the data will be presented before their official release, with interpretation from members of the Online Media AdEx Working Group at IAB Croatia. This allows participants not only insight into the results, but also an understanding of the context, methodology and implications behind them.
The programme content is prepared by experts who directly participated in the research, Vjekoslav Srednoselec (dentsu Croatia), Saša Milinović (OMD), Ivana Prakiš (Admixer Media), Boris Zatezalo (Aleph), Marijan Mihić (Advans Adria) and Matej Sever (Ipsos), which further ensures depth of analysis and relevance of the discussion.
The programme begins with a brief market overview through the segment 5-Minute Market Scan: Croatia vs Europe, in which Vjekoslav Srednoselec will offer a comparative view of developments in Croatia and Europe. The central part brings the presentation of the latest AdEx results for the 2025/2026 period, along with a joint interpretation of key trends and changes in the structure of investments.
The programme continues with Discussion: What New Data Tells Us, a panel in which Marijan Mihić, Saša Milinović, Ivana Prakiš, Vjekoslav Srednoselec and Boris Zatezalo will open key questions arising from the data, from investment structure and channel development to implications for advertisers, media and the market as a whole.
The final part of the programme, The Next Wave of Digital, brings a conversation on the future of digital advertising and new formats, with a special focus on the development of special projects and CTV. This segment features Silvana Mrvelj (Večernji list) and Damjan Planinc (Teads).
After the official part of the programme, which will last approximately one hour, informal networking is also planned. Participation is open to all interested, with prior registration required.
