DMEXCO returned to the Koelnmesse last week, bringing together names from the ad tech industry for one of Europe’s best-known conferences. So what went down?
As expected, AI was the dominant theme, moving beyond hype to practical applications. Discussions focused on how AI can deliver business efficiencies, enhance customer experiences, and create innovative products. Retail media continued its rise to prominence, as for the first time, DMEXCO featured a dedicated area for retail media businesses, reflecting the sector’s growth following changes in e-commerce and consumer habits. Discussions addressed topics like data creativity, current CPMs, and integrating retail media in physical stores.
While DMEXCO 2024 emphasised future technologies, there was also recognition of the need to balance this with current marketing realities. Experts highlighted the importance of leveraging existing tools effectively, such as content selection algorithms on platforms like TikTok and Instagram, to drive marketing success in the present. So what did the industry make of this year’s event?
AI: The buzz phrase of DMEXCO
AI has been the buzz phrase of DMEXCO, with the majority of talks on the Centre Stage including the phrase “AI” in the title. DMEXCO has been fantastic at highlighting the practical opportunities offered by AI, and how they can be integrated into business models. AI is getting more and more powerful and can be a really effective aid in many processes, including application of the smart curation of programmatic advertising to remove wastage, improve efficiency and drive better outcomes. Most exciting of all is that, even for those of us who’ve trained AI for a number of years, we’re only just getting started with what we can achieve.
Salvo Nicotra, Chief Innovation Officer
Original published on: Exchange Wire
