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September has been a big month for comebacks: ABBA, an elongated Summer, and of course, DMEXCO! DMEXCO hasn’t really had a year off, but with it being shifted online since last year, 2021 made way for a smooth and sleek experience. And it didn’t fail to deliver.
There was a host of discussion around digital advertising, marketing, and the future of media quality. Cookies took centre change at DMEXCO @ Home and its rising importance during media campaigns. Even with Google’s announcement around the delay to the retirement of cookies in their Chrome browser, advertisers were keen to learn more about the latest tools to prepare for the shift from audience-based targeting.
Following on from the year passed, DMEXCO’s line-up this year was all about looking forward. At this year’s event 21 sessions mentioned the word Cookie in their title or description. The number of sessions referring to Covid or Coronavirus? Just 6. As ever we’re not an industry that remains dormant – we’re future facing and innovative.
IAS also gave its opinion on what may take place once the cookie crumbles in our session Why A Cookieless Future Isn’t Half Baked, led by Nick Morley, EMEA Managing Director, and Nick Welch, Northern Europe Programmatic Director.
But of course there can be very little innovation without insight, and we debuted our brand new research The Context Effect at DMEXCO. The research evaluated how likely consumers are to remember contextually matched ads. Leveraging advanced neurotechnology, IAS measured activity in the memory centers of participants’ brains to understand the impact of contextual matching and how to pair advertising messages with content for optimal response. The result: context increases memorability up to 40%. Find out more on the session The IAS Context Effect: The rise of contextual targeting, by Tony Marlow, CMO, here.
If there’s anything we’ve learned from DMEXCO this year, it’s that data matters, and importantly, privacy matters. Without privacy, data is compromised. Day two of the event saw Lisa Utzschneider, CEO, IAS, on the Privacy Paradox panel with InfoSum, IBM, Facebook, and Digiday to discuss the price of data vs the rights to privacy. More details on the session can be found here.
So while a trip to Cologne may be possible next year (if anything, for the Aperol bar in Düsseldorf airport) this year’s DMEXCO @ Home has been a triumph, a meeting of minds, and it’s made the industry look firmly ahead.
