Thursday, January 16

DMEXCO Briefing: The who’s who of advertisement tech collects to get ready for the market’s next huge shift

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' ready to into disorderly of and ölsch, where come down for their yearly . Brace for , , and . With and steeled, to browse this . can indicate something: DMEXCO is upon us.

who's who of are to the – a where springs everlasting, no the 's troubles. In 2015, it was without in ; the before, 's ; before that, clawing from the .

Whatever is the docket, DMEXCO stays the haven. And what? This year's no exception.

Even with swirling 's and the of , the advertisement marches on with its signature .

In , this optimism isn' simply a ; it's the vital driver discussions and sealing handle an market. In fact, scratch that– this is DMEXCO, where absolutely 's ever that basic. Anticipate to browse a maze of badge- , where in a and every seems like a masquerading .

“The from DMEXCO in '23 was quite a , with excellent existence throughout the market concentrated on making , driving and making ,” stated Wallace, of EMEA at contextual GumGum. “This is rather various to other occasions that can be more tempered towards driving. In '24, anticipate there to be a more comprehensive EMEA existence with more guests from the and .K. seeming .”

What makes this occasion important for officers like Wallace is its distinct of regional and influence. Undoubtedly, it's handled a more localized in the last few years, however it still brings in heavyweights like Google, , and Shopify, in to , FreeWheel, and .

This year's mix appears even more .

“DMEXCO went from German to International at the of its appeal, then back to primarily German/,” stated Julia Linehan, and of advertisement tech PR company The . “This year, the is seeking to move when again and anticipate to see a more comprehensive mix of heading to Cologne. A month earlier, I would have stated that there was a by the and on participating in DMEXCO. In the last 4 weeks, 've seen a last dash from to alter and their to Koelnmesse.”

One factor for the improved existence is that regardless of its growing regional , DMEXCO stays among the of where both the old and the upstarts in advertisement tech can come together to out the future.

With a lot of huge on the table– Google's headaches,

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