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Dmexco Recap – These are the Digital Trends in 2017

22. 09. 2017

This year's dmexco - the largest digital marketing trade fair in Europe - took place on 13 and 14 September. The Exactag team visited the fair as well and gathered a lot of interesting insights.

The motto of “Lightening the Age of Transformation” included a wide range of captivating speeches, panels, and workshops dealing with the different fields of digital marketing.

Here are our top 5 digital trends:



Artificial Intelligence (AI) was one of the most discussed topics at dmexco. Chatbots, language assistants, personalized content or marketing automation – today, Artificial Intelligence plays a huge role in digital marketing, and companies are expecting great progress, especially in the area of customer communication.

Today's consumers have a need for relevance. They only allow filtered content that is meaningful to them. Marketers need to offer targeted and personalized advertising at a time when the user is receptive to this advertising.

By interacting online, users provide valuable data and information about their behavior which advertisers can use to target them. With the help of AI, the right message can be delivered to the customer via the right channel at the right time.



Even today there is still not enough control over where digital advertising is placed. For one thing, it should be obvious that advertising cannot be placed on websites with illegal or improper content. But then, numerous potential customers might not be reached if advertising is only served by premium publishers.


  • Consistent definition and measurement whether the ad was actually viewed
  • Transparency between the advertiser and the agency
  • Eliminate ad fraud (advertising should only be paid for when seen by people where it was agreed)
  • Ensure brand safety in the environment

From Mass Marketing To a Single Effective Touchpoint

  • Only show advertising to consumers if they are open and willing to buy

Use Marketing Power To Do Good

  • With their “Always” campaign (#likeagirl), P&G is committed to promoting equality and fights to increase the self-confidence of young girls
  • The result: Full-on success. The video becomes a viral hit with over 60 million views on Youtube



Another much debated topic is the increasing use of ad blockers. More than 20% of German internet users are using ad blockers.

Last year, leading international trade associations and companies founded the Coalition for Better Ads to come up with a new set of global standards and recommendations for online advertising. The initiative aims to create less reactance toward online advertising and diminish the use of ad blockers while maximizing the added value for users.

Google wants to integrate an ad blocker in their Chrome browser that automatically blocks any “obtrusive” advertising elements, i.e. ones that do not correspond to the standards of the Coalition for Better Ads. This includes, for instance, ads where sound and video start automatically.

It was also emphasized to make the user the center of attention. Besides format, loading times and viewability, other cultural factors also play a role. Advertising is environment-dependent, which should be considered.

Overall, participants agreed that advertising should not lose acceptance and that it’s important to focus on the consumer. The Coalition for Better Ads is a first big step toward this goal.



Augmented and virtual reality (AR and VR) merge the digital and physical worlds into one. Advertisers see potential in its high growth. Innovations such as VR glasses or game apps, offer new possibilities to reach potential customers. AR and VR are fascinating tools for brands to design interactive solutions and get in touch with consumers via new forms of implementation and interaction.

At dmexco, companies introduced various options to change the shopping behavior with AR and VR in the near future. For example:

  • Holographic watch by Hublot: VR technology mimics how an Hublot watch would look on someone’s wrist.
  • Chevrolet V Showroom: Car dealers can show customers their ideal car as a holographic model. This method is particularly suitable for showrooms that are too small to present the entire product range live on site. Potential customers can walk around the virtual car and even explore the car interior.


Cross-channel thinking has also caught on in online marketing and even silo limitations between offline and online are gradually diminishing. Collecting and evaluating massive amounts of data has become more and more important in terms of customer journeys, while data analysis plays an ever greater role. Data needs to be available in one single platform to analyze and work with it. This allows companies to remain agile and operate data-driven marketing.

Read more about this topic in our blog post: How do Offline Media influence Online Sales?

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