Time for a Datalicious special! In this episode, industry representatives report live from DMEXCO and the Online Ad Summit. On site, Carsten Sander speaks with a total of 27 experts about the ad industry’s two main conferences – and about digital topics that (should) be top of mind in the industry. For all DMEXCO and Online Ad Summit fans, real pros also offer practical tips for a perfect conference day.
Thanks to our guests on this special episode: Ann-Kathrin Ferber (BCN), Sven Hagemeier (The Trade Desk), Matthias Hanau (Ströer), Nadeem Qureshi (BCN), Andreas Hamdorf (esome), Lisa Vieweg (Google), Björn Kaspring (Ströer), Kerstin Laute (Ströer), Philipp Fischer (BCN), Patrick Lierse (Google), Richard Kidd (Adlook), Anna Lena Schenk (Virtual Minds), Daniel Dagehus (European NetID Foundation), Jens Pöppelmann (d-force), Florian Tempelhoff (iq digital), Klaas Müller (BCN), Christian Zimmer (welect), Carsten Ludowig (Hamburg.de), Marco Dohmen (TripleLift), Markus Letzner (Ströer), Mario Gebers (LiveRamp), Finn Grimm (Virtual Minds), Lars Hilsebein (Cynapsis Interactive), Ulf Hübner (Ad Alliance) und Tim Nieland (Ad Alliance).
Topics discussed in this episode:
- Homeroom vs. all-school assembly: How do the Online Ad Summit and DMEXCO differ in terms of networking, diversity of topics, and target audience?
- True buzzword or bullshit bingo? AI, attention, sustainability: Which trends are truly relevant – and what is the industry tired of hearing about?
- Innovations and growth areas: Which new technologies, like connected TV and digital out-of-home, are driving the industry forward? What is the status of retail media as a growth area?
- Roundtables and collaboration as models for the future: How can roundtables and cross-disciplinary discussions between agencies, marketers, and clients advance the industry?
Takeaways from this episode:
- Online Ad Summit and DMEXCO complement one another: The Online Ad Summit is the industry’s “homeroom”, offering valuable networking opportunities in a small setting. DMEXCO is the “all-school assembly” where key topics are discussed on large stages.
- AI is the dominant topic – but it’s also viewed critically: Artificial intelligence is a key topic for the future, but many voices are calling for a more nuanced approach to the hype – and a greater focus on concrete applications.
- Standardization as the foundation for efficiency: Uniform standards in the programmatic advertising market are crucial to reducing complexity and facilitating cooperation between market players.
- Sustainability as an underrepresented topic: While AI dominates, many would like to see greater focus on sustainability as a central aspect of modern advertising strategies.
Chapters
00:00 Introduction and greeting
02:08 Differences between Online Ad Summit and DMEXCO
04:34 Industry buzzwords: AI, attention, and more
06:34 Challenges of the second day of DMEXCO
09:13 The post-cookie era and alternative identifiers
12:52 Innovations in the ad industry: connected TV and digital OOH
15:22 Sustainability in advertising: a neglected topic
18:59 Networking as a key to success
23:11 Creativity vs. data: finding the balance
27:23 Looking ahead: trends and developments