As an independent advertisement tech consultant, Ivan Guzenko supplies expert recommendations to the CEO and C-level management of the business SmartyAds Inc.
On September 18 and 19, DMEXCO 2024 turned Cologne into a worldwide buzzing marketing beehive, drawingin top market minds for 2 days of active trendspotting. Gathering 40,000 visitors and 680 partner exhibitors, in some sense, the scale of it brought to mind another huge marketing occasion—Cannes Lions, albeit with a sharper focus on tech and much muchfaster characteristics.
While AI unquestionably took the program at this year’s DMEXCO, subjects like sustainability, the possible return of cookies, option identifiers and CTV were all lined up for their minute in the spotlight. Now, I’m pulling back the drape to share the secret insights that will specify the next huge moves in advertisement tech.
AI Takes Center Stage: Friend Or Foe?
Since last year, all eyes haveactually been glued to the increase of AI at DMEXCO, where a fight of pointofviews unfolded—on one side, speakers like Aude Gandon, Global CMO at Nestlé, promoted AI’s capability to fuel imagination, while on the other, voices like Gaurav Bhaya, Vice President at Google, raised alarms about its prospective risks and the looming task market armageddon. This year’s style, “Prompting the Future,” focused on how to not simply accept AI however master it—figuring out where its power can drive genuine results for services.
Brendon Kraham (VP of Search and Commerce, Global Ads Solutions, at Google) kicked things off with a deep dive into the newest AI developments in search and measurement. At the occasion, Google presented a variety of AI tools powered by Gemini, consistingof innovative generation tools and personal matching for safeandsecure information processing—essentially offering marketers a brand-new tech tool package powered by AI.
Meanwhile, Kai Ebert (SYZYGY AG) and Lea Horn (Arvato Systems, Bertelsmann) were included in a masterclass devoted to discovering deepfakes—a genuine dark side of AI that the world has yet to cope with. We idea AI would complimentary us from the uniformity of everyday jobs, however rather, it’s producing a paradox. While it’s changing marketing by automating procedures and speeding things up, it’s likewise lettingloose brand-new difficulties.
The dangers are stacking up, from a flood of low-grade material and MFA (made-for-advertising) sites to phony celebs and AI-generated deepfakes that expense one service $25 million in losses. With the U.S. election on the horizon, onlinemarketers are dealingwith a high-stakes balancing act—managing brandname security while browsing the unforeseeable landscape of AI.
It’s clear that AI guideline is no longer optional; federalgovernments are racing to put guardrails in location with structures and brand-new budding guidelines setting requirements for fairness, personalprivacy and responsibility in this field.
Scaling Up Campaigns, Not Carbon: A Growing Challenge
This year’s DMEXCO sustainability talks were bound to offer participants with insights on actionable methods to lessen energy intake and foster genuine sustainability actions throughout the programmatic chain. In specific, the Future TV Stage was teeming with motivating best-case discussions on this subject, as well as addressable TELEVISION and linked TELEVISION.
With a striking 75% of firms and onlinemarketers throughout Europe revealing issue over sustainability metrics, the pressure is on for advertisement tech business. As expectations install for suppliers to divulge their carbon emissions, CMOs discover themselves at the crossroads of success and planet-friendly practices.
The difficulty? Balancing the pursuit of service success with the immediate requirement to decrease carbon footprints, especially when it comes to server energy usage—a essential cog in the wheel of efficient advertisement projects.
In this context, development is currently underway, with lotsof advertisement tech suppliers earning “CarbonNeutral” accreditation and protecting third-party confirmation for conference their SBTi net-zero objectives. Now is the time for companies and marketers to take the effort by executing the 5 secret actions detailed in the Advertisement Net Zero structure.
This structure supplies a clear, actionable roadway map to accomplishing internet no—not simply in operations however in the extremely material they produce. Advertisement Net Zero supports the whole market with tools, training and chances for sharing finest practices amongst business of all sizes. In this age of cumulative duty, the market is not simply completing; it’s joining for a greener future.
The End Of The Long-Running Cookie Saga: All Lessons Learned
As we justrecently discovered from Google, cookies are back on the menu, and this hasactually been main to numerous conversations at DMEXCO. The advertisement tech neighborhood was left reeling by this discovery, however the genuine takeaway lies in the lessons foundout from this unfolding legend. The burning concern on everybody’s lips is clear: Whether it’s cookies or any other popular identifier, putting all your bets on a single alternative is a dangerous gamble that brandnames must guide clear of in 2024.
While the ghost of cookie termination haunted marketers for years, they anxiously rushed to discover option identifiers that might strike a fragile balance inbetween personalprivacy and customization within the structure of Google’s authorization design. This seriousness has stimulated a significant shift towards a varied variety of identifiers now in play—hashed e-mail identifiers, app SDKs, CTV identifiers and probabilistic charts are rapidly endingupbeing the brand-new go-tos for company and brandname onlinemarketer