DMEXCO visitors flocked to Cologne last week to hear from more than 700 international speakers, across some 400 sessions and 150 masterclasses, on 13 stages, filling a program of over 200 hours! DMEXCO’s wide-ranging conference served up plenty of industry-relevant topics and interests, and there definitely was a sense of excitement in the air!
The excitement felt quite supercharged; not only was it fantastic to see so many familiar and new faces all together for two days, but the event also created a feeling of ‘new beginnings’ and a sense that the industry is ready to pivot to a brighter and better future. AdTech, as a whole, is on the edge of huge disruption, and rather than fear that disruption, the DMEXCO crowd seemed genuinely invested in learning how we as a collective industry can make a change.
The topics that resonated:
Before I touched ground in Cologne, I started my week at the Video Week conference. Together, these events covered some really exciting topics and trends:
- CTV took centre stage at the Video Week Conference, which will come as no surprise. CTV has long held its status within the headlines, and for good reason. By 2028, CTV ad spend is forecast to surpass a whopping $42 billion.
- Unsurprisingly AI was the topic at both events. Generative AI is creating waves right now; many are excited by its potential, and its already rapidly evolving advancements, and others are treading the side of caution as questions surrounding its privacy and safety come into play.
- In fact, one particular moment that gripped everyone’s attention, was when Sir Martin Sorrel provided insights into his predicted future and the areas of the market that he predicted would feel the operational pinch more than others. Sorrel has indeed been talking nothing but AI this year in the news, with some interesting thoughts in City AM and The Current.
- Retail media was a key topic, particularly at DMEXCO, and for good reason. Retail Media Networks are increasingly essential in how retailers and manufacturers generate revenue and reach consumers with targeted advertising. The change in Retail Media Networks has been significant in just the past few years – with new strengths coming from data and technology – and it really is creating a lot of excitement.
- The voice of sustainability was growing not only louder but more mature this year. The topic seems to be moving from AdTech businesses simply using Greentech as a badge of honour, rather to now debating how strategies are being built to reduce emissions through better and more efficient practice. The phrase ‘actions speak louder than words’ springs to mind, and it was so refreshing to witness this happen.
One final point to add, and one that I wasn’t expecting to see during my week of events, was the strength and force of the SSPs. The supply side may be having a hard time but their presence was definitely felt. It felt almost defiant, seeing the supply side giants of Magnite and Pubmatic dominating presence in the main hall as if to tell the world “We might have lost the last round but we’re a long way from losing the fight”. In a world of consolidating partnerships, these guys still hold a lot of power and innovation will be their fight back.
Overall, I had a smashing week! It was fantastic to see so many amazing faces.
Until next year…
Did This Article Speak to You? Get in Touch and Tell Us All About It!
If something about this article made you want to reach out to us, we’d be happy to hear from you. Just complete the quick and easy form below, and we’ll be back in touch with you very soon.
"*" indicates required fields