Brands look to the future of ad tech at Dmexco

Brands look to the future of ad tech at Dmexco

Voice tech, GDPR and device gaining knowledge of had been all key topic’s at this year’s Dmexco ad tech convention but it nevertheless felt like there has been a distinct lack of entrepreneurs at Europe’s biggest annual virtual advertising and marketing conference.
Every year, tens of heaps of humans flock to Cologne for one among Europe’s largest digital advertising and marketing conferences. Turn up to the airport-sized Koelnmesse too early and also you’d be forgiven for thinking Dmexco – now in its ninth yr – has lost its buzz. But after two days at the adtech extravaganza, it’s miles clean it hasn’t. It’s nevertheless big, busy (possibly no longer pretty as lots as in previous years) and a hive of conversations this year dominated by means of GDPR, voice assistants and blockchain.
It does feel exceptional this yr even though – less worldwide. Word at the grapevine is that German agencies had complained that huge global gamers have been costing them enterprise – and that Dmexco’s new owners have been looking to make it extra Germanic.
One element is important at once: there are extra women. And it later will become clean there is a welcome absence of scantily-dressed girls who’ve been employed to sell adtech groups. Not a cheerleader, fox in hotpants or lycra-clad booth babe in sight.
The women’ living room has gone too; there’s nowhere for ladies to head and feature their hair, nails and headshots achieved whilst doused in gentle pink lighting fixtures.
Whether this is down to new possession or a wider wake up to industry sexism, there may be no doubt progress has been made here. Yes men maintain to dominate the halls – consistent with the make up of this industry – but girls are doing business too and that is clean to peer.
Making ad tech applicable to manufacturers
What there may be a wonderful lack of, however, is brands. Dmexco, which draws extra than forty,000 humans every yr, payments itself as a destination for manufacturers, marketers and companies, in addition to digital groups and tech pioneers. Yet it nonetheless feels heavy with advert tech corporations scrambling to benefit attention in an already crowded and perplexing market.
Yes there had been the usual suspects, the tech behemoths like Microsoft, Amazon, Adobe and Google (which changed into specifically strict and on excessive-protection alert this yr, vetting most of the people of human beings earlier than they could get at the stand). But the relaxation – the retailers and FMCG lot – had been few and a ways among.
I’m working on a platform now to try to engage our brands and marketers with more modern, or the state-of-the-art, technology inclusive of voice, AI, VR and AR, and all those emerging, promising structures.
Debora Kayoma, Mondelez
Is a higher advertising and marketing task needed or do brands see greater cost in activities like Cannes and Ad Week and our own Festival of Marketing? Are marketers nevertheless dispose of via ad tech and all of the complicated jargon that incorporates it?
ISBA’s director of media, Steve Chester, says at the same time as Dmexco has, rightly or wrongly, now not been seen as being immediately applicable to manufacturers in the past, this will probably change in destiny as relationships with ad tech companies evolve.
“Brands are an increasing number of looking for to advantage more transparency and manage in their digital media deliver chain with many reviewing the opportunity of in-housing,” Chester says.
“Therefore this event will an increasing number of turn out to be greater applicable and vital as they are looking for to create direct relationships with advert tech providers.”
Looking to the destiny of advert tech
The manufacturers that had been there were speaking about specific subjects as well. The closing couple of activities specially have centered at the issues in the digital ad market – logo safety, measurement, viewability. But this year mind turned to how advert tech can be used to improve advertising and marketing.
There are still issues. Almost every verbal exchange grew to become to GDPR. It’s been three-and-a-1/2 months for the reason that the most important shake as much as EU privacy law, and yet the majority of businesses are reluctant to say tons extra than they “are compliant”, “already had exact facts practice in place so haven’t observed much distinction” or that “it is too quickly to inform”.
That’s not to mention this stuff aren’t authentic; instead, it feels like the enterprise is none the wiser about GDPR. Even Google, domestic to some of the cleverest humans within the world, admitted it have been having weekly conferences for two years within the run-up because of how complicated it became.
What the industry is sure about is that voice assistants are the next large advertising fashion.
“We’re talking to advertisers now about how they begin considering having a sonic identification as increasingly more possibilities are not going to be about the display screen, they’re going to be more approximately the voice,” stated Marco Bertozzi, Spotify’s vice president, head of income europe & multi-marketplace sales.
Mondelez and Thomas Sabo also instructed Marketing Week they are starting to explore possibilities with voice assistants.
“I don’t assume we’ve executed plenty in that area but glaringly, like every emerging technology, there’s a whole lot of buzz around voice proper now and we need to be looking at it,” stated Debora Kayoma, CMO of Mondelez’s European arm.
“I’m operating on a platform now to try to interact our manufacturers and marketers with more innovative or the brand new technology including voice, AI, VR and AR, and all the ones emerging, promising systems.”
One step further and there are talks of voice tech being capable of communicate visually thru projectors or by sending photos to humans’s telephones.
Don’t wager against the VR and AR revolution that is going to manifest.
Philipp Schindler, Google
One step similarly than that, and Google (possibly hinting that this is something it is running on) is forecasting a future international in which augmented truth might be able to seamlessly integrate the actual world with the virtual world.
“Don’t bet in opposition to the VR and AR revolution this is going to happen,” the business enterprise’s senior vice chairman and chief enterprise officer, Philipp Schindler stated.
“With AR, computing may be done in a very distinctive way – that’s a greater long time evolution – but it’s some thing we want to get mentally ready for, and what this means for advertisers.”
Artificial intelligence and system getting to know, of direction, were additionally excessive on the schedule – along cloud computing and the promise of blockchain.
“Blockchain is an opportunity that isn’t fully right here for the time being, in particular in ad tech,” stated Phil Duffield, dealing with director of Adobe Advertising Cloud.
“It’s a place that gives exceptional possibility for brand safety and fraud troubles but we’ve got a protracted manner to head before we’ve some thing that is honestly exact for our industry.”
While there has been no obvious tech on show pointing to a destiny of robots, driverless vehicles and drones (like at Mobile World Congress), there’s innovation taking place backstage – from startups looking to revolutionise location services, to the ones wanting to assist publishers win sales returned from the likes of Google and Facebook.
They are in their early days – all huddled together in a single room without the help of huge stands, branded freebies, booze and DJs – and but it’s far in right here that is possibly maximum thrilling. A room quietly humming with the potential to disrupt and transform the popularity quo.

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