Current themes at Dmexco 2018


Dmexco was again held in Cologne 11-12th September. Since 2009 the event has been a meeting point for digital business, marketing and new innovations, featuring industry leaders, marketing and media professionals, and technology pioneers. Dmexco offers seminars, discussions and presentations on the future of digital business and market value. Every year, more than 40,000 visitors, 1100 exhibitors and 500 speakers meet together.

Of course it is not possible to see everything in just a few days but here are some of the main themes that caught our attention:

Artificial intelligence and machine learning – This year, Dmexco’s focus was clearly on artificial intelligence and machine learning. The question is no longer whether the artificial intelligence will influence the daily work, but rather in what way.

Responsibility, transparency and blockchain – Creating meaningful experiences for end users is becoming one of the most important focus areas in the industry. Adherence to regulation and respect for consumer protection have become a necessity, not only through stricter legislation, but also because of customer loyalty and brand reputation. Blockchain may be a solution to brand security and adfraud, but the road is still long. The commercial value of the blockchain also remains to be seen in the industry.

Data – Data has earned its place at the core of digital change. Although it has been on everyone’s lips and for a long time, data has finally begun to appear concretely in doing. In order to get closer to customers, one must be able to react in real-time and merge data from multiple sources. Primarily it is about improving the experience for the end-user. The whole organization needs to understand how, where and why data is at the core of the entire business.

The power of partnerships – In recent years, advertisers have moved more into in-house advertising and work directly with technology vendors. Companies that are at the forefront of innovation use advanced technology and are able to adapt to changing needs. It is not possible alone to keep up with development and it requires a well-functioning partner network.

Esports – The biggest markets are starting to wake up to Esports’ reach. The market is still in the early stages and potential growth and development areas can be seen. Several presentations related to the subject were heard at Dmexco.

Programmatic – Brands are investing more in programmatic purchasing, but they expect better control, measurement and results. As budgets grow, it is urgent to pay attention to the visibility and transparency of the ads. The risks are being minimized by using private marketplaces. Programmatically purchased, Guaranteed impressions are predicted to grow in all ad formats and channels.

IAB Europe published two new reports on the status of programmatic in Europe (Source: IAB Finland) in Dmexco:

Attitudes to Programmatic Advertising Report shows that advertiser’s demand transparency, control and access to high-quality media environments and inventory. In-house purchases are still growing and it is now the preferred model for advertisers. Programmatic purchasing is becoming the norm for most stakeholders, but issues related to ad fraud remain key obstacles to investment growth. The Private Marketplace trade is the dominant trading mechanism used in programmatic purchasing.

The European Market Sizing Report, co-produced with IHS Markit, reveals that the market for programmatic display advertising grew in Europe last year by 27.1% and 12 billion euros. 62 percent of the growth in display advertising revenue was sold programmatically in 2017. Mobile is still the most “programmatic” form of advertising, as more than 80 percent of the mobile advertising trade is programmatic, followed by video, of which 74.1% was purchased and sold programmatically.

It was a pleasure to see many partners and customers alike on the spot. Now let’s just sit back and look forward to the next year’s spectacle. But really, in the meanwhile, there is something to be done before 2019.

Read also:

Client-side or Server-side Header bidding?


More than 70% of publishers use header bidding to boost eCPMs, increase fill rates, and maximize revenues. While client-side header bidding is an overall improvement over the waterfall, there are a few drawbacks. To address these issues, a new technology emerged: server-side header bidding.

Read more

Annual Attitudes to Programmatic Advertising report has been published – read the most interesting findings here


IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. If you are working on programmatic, we recommend that you read this report. To make it easier, we’ve put together the key findings here.

Read more

We are looking for a Fullstack developer


Your job will be creative and solution-oriented, and you will have a say in a lot of areas of the product-development. You will work in our development team in Kista, together with our Lead Developer. You will work with both front end and back end on our primary product.

Read more

Come say hello to us at Dmexco 2019!


Dmexco will be held in Cologne 11-12th September. This year Relevant will have a stand in Future Park which is dedicated to new innovations. Our stand is located in Hall 9 at C-032a. If you are coming to Dmexco come and visit our stand. You can also schedule a meeting in advance with Olli, Petri or Ronny.

Read more

Google Chrome’s privacy changes – how will they impact the online advertising ecosystem?


Google announced earlier this week that they will bring new privacy controls to Chrome, following the same path as Safari and Firefox have chosen before, but with a slightly different approach. The way Google is approaching this is that the classification of cookies as first or third party needs to be done on the site.

Read more