New Digital Age rounds-up feedback from industry leaders in attendance at this year’s DMEXCO event in Cologne…
Wayne Tassie, Group Director, Netherlands at DoubleVerify and Chair, IAB Europe Advertising & Media Committee:
“DMEXCO has been the epicentre for a crowded marketplace of AI solutions. As it reshapes the foundations of digital infrastructure, expectations are high that AI will resolve long-standing challenges around interoperability and integration while embedding itself seamlessly into daily workflows. By streamlining processes, enhancing scale, and accelerating performance, AI has the potential to unlock a new era of performance and innovation. The real challenge for businesses lies in knowing where to invest, as rapid innovation and the constant risk of obsolescence may ultimately determine the major players of tomorrow.
“IAB Europe’s recent survey on ‘The Impact of AI on Digital Advertising‘ highlights both the opportunity and the risk. Governance and expertise remain inconsistent, demand for guidance is high, and privacy is the leading concern. The findings reinforce the urgent need for clear frameworks, continuous training, and responsible deployment. Addressing these challenges will be critical if AI is to deliver effective growth for our industry.”
Julie Selman, SVP, Head of EMEA at Magnite:
“It was fantastic to see the halls bustling at DMEXCO, with major streaming players making a strong presence on the show floor. The event really showcased how far the industry has come – and where it’s heading next. A clear theme was the growing focus on curation, marking a meaningful shift that gives publishers and buyers greater clarity and control in media transactions. This evolution signals a renewed emphasis on quality and stronger partnerships across the ecosystem.
“Equally, the growing role of AI was a central talking point – reshaping media strategy and performance in ways that will drive long-term value. Together, these forces point to a more data-driven and collaborative future for programmatic.”
Mateusz Rumiński, VP of Product at PrimeAudience:
“It is little surprise that AI was a keen focus once again at DMEXCO this year, particularly the growth of agentic AI and how brands can react to chat-based interfaces. It is clear that the chat interface providers and regulators now have a responsibility to consider the role advertising will play in this ecosystem. While some platforms will likely remain closed, meaning deals will need to be struck with brands directly, others will be open for advertising. This is a pivotal moment, and one to watch with interest.
“Another focus area was the evolving role of CTV in the advertising ecosystem. The industry is still considering how to ensure the user isn’t discouraged by seeing too many ads on home screens, as well as how to connect impressions with outcomes in this format. While providers are beginning to work on this, it will be interesting to see how this has developed by next year’s conference.”
Daniel Volož, Business Development Director at RTB House:
“At DMEXCO this year, the message of the conference – “Be Bold. Move Forward.” – really resonated. The event made it clear that our industry is very pragmatic and is looking for new solutions for growth and efficiency increase, in spite of the current overall economic sentiment. It also showed that we at RTB House are well in sync with the current demand by addressing both innovation and the demand for growth.
“Firstly, AI has become an instrumental part of the marketing ecosystem, and our LLM-based solutions really spark interest and are expected to help marketers move forward.
“Additionally, as we approach the busiest shopping period of the year, marketers can feel ready to take it on with confidence and precision. The brands that thrive will be the ones that are already preparing strategies and are using AI-based innovation and intelligence to support the execution. This will set them apart, not only during the upcoming promo periods, but also as the industry prepares for 2026.”
Thomas Park, SVP, Product Strategy, Adform:
“Coming out of DMEXCO, a few clear themes stood out across conversations. Firstly, omnichannel has become a reality, but the industry is still figuring out how to utilise it effectively. The next step will be transitioning from side-by-side planning to treating all channels as one large inventory pool. Sophisticated tools that provide this omnichannel view will be key to unlocking game-changing outcomes.
“Among formats, DOOH was the talk of the town, with CTV close behind. Where performance once dominated digital for over a decade, the focus is now shifting toward branding-oriented channels that capture and bundle audience attention.
“Data ownership was another recurring theme. With retail media booming, brands that hold high-value data, whether purchase data or exclusive audience insights, hold a significant advantage in controlling the marketing funnel.”
“Finally, GenAI continues to reshape expectations of digital platforms – from targeting setups through creative management to reporting. The journey is only just beginning, but it’s clear that exciting opportunities lie ahead.”
Ryan Afshar, VP Publishers & Platforms at LG Ad Solutions:
“This year’s DMEXCO reinforced just how central CTV and streaming have become to the future of advertising. The strong presence of major streamers on the show floor made it clear that CTV is no longer emerging; it’s mainstream.
“But alongside that momentum, fragmentation across platforms and devices was a recurring theme. Addressability, interoperability, and smarter measurement remain key to simplifying the landscape for advertisers, demonstrating ROI, and making the viewing experience more seamless for audiences.
“Data was another hot topic. Zero-party and unique first-party data are playing an increasingly important role, especially in areas like retail media. At the same time, the role of adtech companies came under the spotlight. With so much technology in the market that doesn’t always add tangible value, there is growing pressure for solutions to truly serve both the buy side and sell side. In this context, trust and transparency are more critical than ever to building sustainable partnerships and delivering real impact.
“And while DMEXCO may be smaller and more EU-focused these days, nothing quite replaces face-to-face meetings. It remains a key date in the adtech calendar where progress, partnership and perspective all come together.”
The companies mentioned above are clients of Bluestripe Group, the publisher of New Digital Age.
