"Interactive formats need to be developed by DMEXCO"
In the ever-evolving world of digital marketing, the annual DMEXCO event stands as a beacon for industry professionals. This year, representatives from international decision-makers, marketing experts, innovation leaders, and key players in digital marketing, E-commerce, and technology sectors gather to discuss the future of programmatic advertising.
Christina Ballhorn calls for more transparency and quality in programmatic advertising, advocating for a shift away from click numbers and buzzwords. She emphasizes the need for a customer-centric approach that prioritizes relevance over reach, potentially reducing costs per order by up to 20%, as suggested by Sebastian Wohlrapp of Y1 Digital.
Artur Wagner, the CDO of leather goods manufacturer Braun Büffel, is a shining example of this transformation. Through uncompromising customer centricity, Wagner has turned the traditional company into a data-driven business. His success story encourages many medium-sized businesses in Germany to adopt data-driven strategies.
André Jonker, founder of Mozart Bett, finds that a clear focus on technology, data-based marketing, and customer orientation can make even seemingly 'unsexy' industries like furniture digitally successful. This sentiment is echoed by Jonker's furniture company, which uses a configurator to replace advisors, increase conversion, and provide valuable insights into the range.
Relevant topics like AI in advertising, contextual targeting, transparency, and optimization strategies for video targeting in high-quality environments are at the forefront for many attendees at DMEXCO. The intense activity in many market segments, such as growth in CTV, DOOH, retail media, changes in the publisher landscape, and the debate around more European independence from Big Tech, could lead to budgets being redistributed and new cooperations forming.
The privacy-performance paradox is a concern in programmatic advertising due to increasing signal loss from cookie deactivation and new data protection regulations. Daniel Cummings of Fastly hopes for a resolution to this contradiction, seeking scalable and effective data protection-compliant marketing.
Nicole Bucher, Chief Growth Officer at Shopfully, suggests that DMEXCO should make use cases more visible, create interactive formats, and put attribution and measurability in the foreground as strategic key themes. Florian Hanke views DMEXCO as a unique networking opportunity to engage with international decision-makers and build new business relationships.
AI's improved ability to recognize and evaluate context might lead to a comeback of contextually played ads. Donovan Anwander expects concrete solution approaches on AI in advertising, contextual targeting, and transparency at DMEXCO, as well as optimization strategies for video targeting in high-quality environments.
The complexity of the industry cannot be mastered alone, indicating a need for collaboration and networking at events like DMEXCO. For many service providers, DMEXCO is a highly anticipated event for the potential for budget redistribution and new cooperations. Daniel Cummings emphasizes the need for clear positions, technological solutions, and open discussions about reaching target groups meaningfully in the future.
In conclusion, DMEXCO 2025 aims to bring together the best minds in the industry to discuss, collaborate, and shape the future of programmatic advertising. With a focus on transparency, customer centricity, and technological innovation, the event promises to be a catalyst for change in the digital marketing landscape.
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