Martin Edenström

Video is roughly half of online engagement, and the part of the martech stack almost nobody treats as martech. Most companies still run video through social platforms, which means their most engaging content lives on rented infrastructure: analytics they don't own, attribution they can't trace, no integration with the rest of the stack. As the modern stack consolidates, European sovereignty becomes a procurement criterion, and AI reshapes everything, video is still treated as a creative output rather than a data source. This panel challenges that, in front of the people who could actually change it.