The annual dmexco fair took place in Cologne on 12th and 13th September. Our team visited the biggest digital marketing fair of Europe again this year and experienced interesting conversations alongside delicious coffee and refreshing sodas at our stand.
This year's motto "Take C.A.R.E." stands for Curiosity, Action, Responsibility and Experience. This guideline offered a wide range of interesting speeches and discussions that dealt with the most important developments of the industry.
We have summarized the most relevant topics in our best-of:
1. GDPR AND EPRIVACY
2. FIRST PARTY DATA AND CROSS DEVICE TRACKING
The GDPR particularly highlights the importance of the correct use of data. Specifically, first-party data is gaining more and more relevance for targeting and therefore help creating a consistent experience for users along their customer journey.
User journeys continue to take place on different devices increasingly. Cross-device tracking therefore remains an important and relevant topic for the coming months.
Read our article: This is why Cross-Device Matching is vital for effective Marketing.
3. ARTIFICIAL INTELLIGENCE
Artificial Intelligence (AI) is still one of the most important topics in digital marketing. This year, however, the focus is not only on its possibilities and risks, but rather on the concrete advantages for advertisers.
The question of the general benefits of AI for marketers is particularly open to debate. AI may provide detailed analyses, but what benefit do marketers gain if employee cannot comprehend these or use to define strategies. The results of AI must become more transparent. Tackling this problem will be one of the challenges for 2019.
Read our article: Limitations of Artificial Intelligence in Marketing.
Blockchain is still a commonly debated topic in the industry. The decentralized system is intended to provide more transparency and security in the digital world, but is currently also causing conflict. Many people see it as a good solution for banking transactions and insurance contracts, but don't really believe it can be used successfully in marketing. The technology is still not developed far enough to show its full potential. The future will show, if and how Blockchain will enforce itself in Marketing.
EXACTAG AT DMEXCO
For us, two important topics came up short at this year’s dmexco: optimization and budget planning.
At our stand, we could feed leads and visitors with exciting information about our newest feature AdSpend Optimizer. Our latest case study with Thomas Cook on budget optimization provided interested parties with top insights on this matter and served as a basis for many interesting conversations and discussions.