DMEXCO has undergone an identity change in recent years, from Cologne’s answer to Cannes Lions with all the global hubbub it attracts, to a European-focused, business-first conference. It’s become a home for those who take digital advertising seriously, where decision makers ink deals instead of snap selfies with celebrity cameos.
The question is, can DMEXCO pull it off? We spoke with attendees from this year’s event to explore the answer, and discovered that not only has DMEXCO’s new regional identity retained its relevance, it’s a welcome sense check in an industry where buzzwords and acronyms are the lingua franca.
AI took the spotlight and was ready for showtime
If this year’s Cannes was marked by cautious optimism around AI sprinkled with Big Tech’s bold proclamations, the more down-to-business atmosphere of DMEXCO was an ideal showcase for practical applications and hands-on demos.
“It’s near impossible for AI and automation to not take the spotlight,” said Richard Kidd, Germany VP of Sales, Adlook. “But this time, conversations were not just on how AI can be harnessed for efficiency and data processing but for enabling agentic, dynamic personalisation at scale. As targeting moves from probabilistic to deterministic, advertisers using their first-party data can access tools to send the right signals to activate the right creatives to reach the right consumer.”
That evolution, from AI being a backend efficiency tool to brand-builder, was also felt by Sergii Denysenko, CEO, MGID, who described significant progress, “from experimental tactics to scalable, practical solutions that revolutionise growth,” after being impressed by demos of AI-powered media planners, next-gen audience builders, and creative engines that rapidly generate and test tailored ads.
With new tools has come the need for some data housekeeping to ensure that AI tools have quality assets to work from. Lee McCance, CPO, Adverity, found that “the conversation about AI has dramatically shifted from what it can do, to how to actually get the most out of it. AI isn’t going to be a quick fix. It exposes more than ever the need for a strong and trusted foundation of quality data.”
For those with the necessary foundations, AI has moved past the theory stage, according to Victoria Usher, CEO and Founder, GingerMay: “AI is now firmly part of the toolkit, and brands are using it to drive campaigns, predict consumer behaviour, and improve efficiency. GEO targeting was another key focus, with discussions on how brands can ensure they are visible in the right place at the right moment.”
Others left DMEXCO unconvinced, with AI remaining much-hyped rather than a must-have. “AI was everywhere, and yet, nowhere,” said Sarah Lawson Johnston, EMEA Managing Director, Vudoo. “It dominated the conversation, but beyond the buzzwords, real business outcomes were hard to find. The first movers still feel more like salesmen than solution providers.”
Could AI hype be plastering over cracks in the ad tech?
Rather than get distracted by AI, many attendees were more focused on digital advertising’s unresolved questions around data, targeting, and privacy.
Steve Clancy, Sales Director, Digital Envoy, highlighted the gulf between lofty AI ambitions and the more mundane, but no less essential, priorities: “AI and retail media were the talk of the town, but I was left wanting to see more practical takeaways on how brands and agencies can balance privacy, compliance, and data-driven targeting. It would have been great to hear more conversations around the developments in IP data sourcing; it’s such a key piece of making targeting, personalisation, and measurement work, and deserves more attention.”
While many of digital advertising’s fundamentals remain a work-in-progress, the sector is at least increasingly underpinned by accountability. Csaba Szabo, EMEA MD, Integral Ad Science (IAS), welcomed the emphasis on environmental responsibility on the show floor: “Measuring carbon emissions is quickly becoming a core pillar of media quality, alongside viewability, fraud prevention, brand safety and suitability, and geographic accuracy. It gives advertisers increased transparency, backed by tangible data on the environmental impact of their campaigns, helping to make this standard practice for every advertiser.”
Tom Rolph, Head of Agencies, AdTech and Media, Experian Marketing Services, felt hope that, with the right approach, signal loss soon could be a distant concern: “Another theme that came into light was signal aggregation and how it’s quickly becoming an industry standard to build a more complete understanding of users, audiences, and inventory. Moving ahead, the focus should be on delivering quality data that can help advertisers make smarter decisions and reach consumers in a more meaningful and responsible way.”
Streaming giants battle for the CTV crown as open web stalwarts hold strong
2025 has been a big year for the streaming wars, and Cologne could not ignore the latest land grabs for viewer attention and advertiser spend.
“One thing that stood out was the changing of the guard, with some of the most interesting activations coming from newer players like Disney and Netflix,” said Davide Rosamilia, VP of Products, ID5. “Many conversations were held around CTV, and how attention metrics are becoming a real focus in this space. Clients are asking how they can measure true engagement and how identity solutions can help make campaigns more accountable and effective.”
Anna Lavrova, Head of Demand Partner Growth, LoopMe, noticed the same trend, adding: “This year at DMEXCO, there was much less focus on programmatic and adtech than usual. Instead, Disney Advertising had a significant presence and Netflix advertising took centre stage, both really dominating for the first time and showing how much the industry conversation is shifting towards streaming and CTV.”
Certain industry stalwarts also made sure they weren’t overshadowed by media newcomers. “The big players are back in force: The Trade Desk made a bold statement with two major booth presences, joined by heavyweights like Netflix and Spotify,” said Christoph Berg, CEO, MINT Square. “With CTV and audio both booming, their visibility couldn’t be more relevant.”
Brands are moving closer to consumers, and using data to bridge the gap
For all the rapid technological advancements and new media frontiers, the discussion at DMEXCO didn’t stray too far from advertising’s consumer-focused fundamentals.
“For me, the biggest highlight this year was that user-centricity finally took the spotlight,” said Marko Johns, UK Managing Director and Head of Agency International, Seedtag. “While the industry continues to be focused on efficiency metrics, the conversation has now really moved to ensure the consumer is at the centre. Strategy, product, creative, it all has to start with the end user. Without doing so, efficiency will always hit a ceiling.”
That back-to-basics ethos was also felt by Chris Hogg, Chief Revenue Officer, Lotame, who saw this simplicity matched with data-led sophistication: “What was fantastic to see at DMEXCO was how confident marketers are that they will be able to align their campaigns with the value-driven consumer zeitgeist. Audience segmentation is more qualitative and granular, with a greater emphasis on leveraging this data at the planning stage rather than just on last-mile activations. There’s a broader mindset shift from beating the competition with brute force scale to finding precise moments to make a meaningful connection with smaller cohorts of valuable consumers.”
DMEXCO remains an oasis of diverse discussion that gets the job done
Beyond the panels and product demos, the most meaningful moments at DMEXCO 2025 came from good old-fashioned human connection. Though decreased booth bookings have raised questions over DMEXCO’s continued relevance as a tentpole industry event, attendees remain satisfied in a venue that stimulates sensible and sober conversation.
“What stood out was the increased emphasis on women supporting one another in our industry,” said Cara Hoenkhaus, Senior Global Communications Manager, InfoSum. “I loved seeing so many strong female voices on stage. There was a distinct buzz. The event felt noticeably busier than last year, and it was great seeing genuine collaboration emerging rather than just talk. This year’s motto about being bold really hit home, and people were prepared to engage in challenging conversations about working together to move the industry forward.”
For Jan Heumüller, Central Europe MD, Ogury, it’s the perfect event for words that translate into action: “DMEXCO has always been focused squarely on business, and that showed: the atmosphere was professional, productive, and focused on making real progress. Beyond the main sessions, the side events and activations added a welcome energy, but the true value came from connecting with decision-makers and exchanging perspectives on where the industry is heading.”
This blend of energy, diversity, and deal-making is hard to find anywhere else. DMEXCO may not have the scale and razzle-dazzle of its peers, but for those focused on connections and getting the job done, it remains the best place to move the needle in the European market.
