Ahead of the launch of DMEXCO 2025 in Cologne and online tomorrow, New Digital Age asked a variety of industry leaders for their thoughts on the event…
Daniel Volož, Business Development Director at RTB House:
“Expectations for this year’s DMEXCO are high. Factors, including the dynamic developments in retargeting and the use of agentic AI, mark the beginning of a new era – one which shows huge signs of transformation in the role of AI in advertising.
“Today’s marketers need to see the bigger picture, not just individual keywords. Artificial intelligence is no longer a buzzword, but a productive component of data-driven campaigns. LLMs are opening up new possibilities to not only recognise user intentions, but to react to them in real-time in a context-sensitive and privacy-compliant manner.
“Having established the ability to interpret user behaviour in real-time and react to it, the big challenge now remains recognising genuine user intentions, without relying on personal data. For me, DMEXCO is the ideal place to discuss the innovations, such as IntentGPT, that can make this happen and shape the future of digital marketing as we look to 2026 and beyond.”
Julie Selman, SVP, Head of EMEA at Magnite:
“At DMEXCO 2025, the motto ’Be Bold. Move Forward’ captures the spirit of an industry in motion. This year in particular, curation is emerging as one of the most meaningful developments in how media is transacted, empowering publishers and buyers with more control and clarity. At the same time, advancements in AI are helping publishers and buyers improve monetisation and performance. Together, they represent not just an efficiency play, but a step toward reshaping programmatic’s future.
“Curation, along with the accelerating role of AI, exemplifies how bold strategies and technologies can transform the programmatic ecosystem into one that’s more durable, data-driven, and collaborative. At DMEXCO, the message is clear: those who lean into this evolution will help define the next era of programmatic.”
Anna Forbes, RVP of Northern Europe at DoubleVerify:
“At DMEXCO this year, artificial intelligence may dominate the headlines, but the real opportunity is in what it enables: greater control. In today’s fast-moving, fragmented landscape, advertisers are under pressure to prove results while still contending with the grind of manual optimisation. What they need is the ability to take ownership of their media plans, simplify workflows, and achieve outcomes that are both transparent and cost-efficient.
“That is why more advertisers are turning to AI to automate routine tasks such as campaign activation and in-flight optimisation, freeing their teams to focus on higher-value strategies. DMEXCO’s motto “Be Bold. Move Forward.” means embracing AI to drive smarter outcomes, while ensuring it enhances, not replaces, human control.”
Thomas Park, SVP, Product Strategy, Adform:
“The themes at DMXECO this year will highlight how TV is reshaping programmatic advertising. Connected TV (CTV) and Digital Out-of-Home (DOOH) have long been central to brand building, but programmatic and data-driven solutions are making campaigns more dynamic, responsive, and measurable. DOOH is transforming public screens into adaptable touchpoints, while CTV enables granular targeting and reporting in private, at-home settings.
“The most effective brands will combine these formats thoughtfully, using data to inform creative decisions and ensuring every impression drives results. Working with the right partners is key, helping brands navigate challenges such as limited DOOH inventory or overlapping CTV households, while maximising reach and relevance.
“Beyond the omnichannel discussion, I also expect the industry to continue delivering roadmaps for how AI is transforming the media industry. Agents are taking over a range of workflows, and both the rules by which platforms execute trading and optimisations, as well as usage patterns on adtech platforms, are undergoing a paradigm shift.
“Altogether, I expect discussions on how programmatic can stitch different channels together, enabling brands to explore richer, more personalised storytelling and measure impact across screens, all amid the AI revolution that will dominate this DMEXCO.”
Mateusz Rumiński, VP of Product at PrimeAudience:
“As the industry has moved on from the discussion created by the uncertainty of third-party cookies, AI is fast becoming a dominant topic and one which will no doubt be mentioned throughout this year’s dmexco.
“From ad creative production and audience targeting optimisation, to publisher content creation in the era of AI-assisted search, AI is being leveraged across the ecosystem to enhance efficiency. As such, there will no doubt be a shortage of topics shaping the future of digital marketing.”
Paul Wright, Head of EMEA, at Uber Advertising:
“The fact that DMEXCO, while a distinctly German trade show, still pulls in the biggest e-commerce, media, and tech players across the EMEA region is testament to its evergreen importance in the advertising calendar. It is also a reflection of the scale and opportunity of the German market.
“We’ve recently launched here and, as such, we’re helping local and international brands based here push for full-funnel outcomes. In Cologne, I’ll be trading notes on retail media, commerce media, and AI – particularly focusing on how brands can show up in the moments that matter.
“If you take an Uber to or from the event, you will see what we mean.”
Ryan Afshar, VP Publishers & Platforms at LG Ad Solutions:
“As DMEXCO approaches, this year’s event will highlight how TV is evolving and the opportunities that shift brings for advertisers. Connected TV and Home Screen innovation are opening new ways for brands to engage audiences in premium, highly visible environments, while also delivering measurable impact. The campaigns that stand out will be those that combine creativity with precision, turning attention into results that truly matter. In a CTV first world, success comes from connecting with viewers in ways that feel relevant and meaningful, where data-driven insights and thoughtful execution work together to redefine what TV advertising can achieve.”
The brands mentioned in this article are clients of Bluestripe Group, publisher of New Digital Age.
