{"id":293778,"date":"2020-10-02T04:00:00","date_gmt":"2020-10-02T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/dmexco-home-virtual-at-scale-2\/"},"modified":"2025-05-20T16:51:27","modified_gmt":"2025-05-20T16:51:27","slug":"dmexco-home-virtual-at-scale-2","status":"publish","type":"post","link":"https:\/\/integralads.com\/de\/insider\/dmexco-home-virtual-at-scale-2\/","title":{"rendered":"DMEXCO@Home 2020"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400;\">In Anlehnung an Cannes Lions, die AdWeek und viele andere Gro\u00dfevents der Werbebranche, war auch die diesj\u00e4hrige DMEXCO etwas anders gestaltet. In diesem Jahr gab es keine Koelnmesse-Hallen zu durchschreiten und keine 30.000 Steps auf dem Fitnesstracker pro Tag, w\u00e4hrend man sich von einem Stand zum anderen vernetzt.\u00a0<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trotz aller schwierigen Umst\u00e4nde, gab es auch in diesem Jahr eine gewinnbringende Dmexco. Die Dmexco @home wartete mit spannenden Insights in \u00fcber 200 Sessions auf. Die kl\u00fcgsten K\u00f6pfe der digitalen Werbebranche waren im Einsatz, um uns zu informieren und virtuell zu unterhalten. Ein bisschen wie ein Netflix f\u00fcr die Werbeindustrie schien die Auswahl endlos zu sein. Hier stellen wir Ihnen die 3 wichtigsten Botschaften vor, die wir von DMEXCO@home 2020 mitgenommen haben.\u00a0<\/span><\/p>\n<h4><b>1. Nicht nur das Kr\u00fcmelmonster scheint von Cookies besessen\u00a0<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Die Aussicht, dass es demn\u00e4chst keine Cookies mehr gibt, kann f\u00fcr eine Industrie, die sich auf diese Technologie st\u00fctzt, be\u00e4ngstigend sein. Die Zielgruppenansprache in einer Welt ohne Cookies war ein Schl\u00fcsselthema des diesj\u00e4hrigen Events, wobei in vielen Sitzungen \u00fcber &#8220;Zukunftssicherheit&#8221; und Wahrung des Datenschutz der User gesprochen wurde. Und es ist verst\u00e4ndlich, dass wir dieses Thema er\u00f6rtern wollen &#8211; unsere eigene IAS-Research zeigt, wie <a href=\"https:\/\/integralads.com\/de\/insider\/wie-bereitwillig-stellen-deutsche-ihre-daten-zu-verfuegung-2\/\">wichtig Datenschutz und kontextbezogene Werbung<\/a> ist und, dass die Verbraucher sich zwar sehr um ihre Privatsph\u00e4re sorgen, aber dennoch auch empf\u00e4nglicher f\u00fcr Werbung sind, die kontextbezogen f\u00fcr den Inhalt, den sie konsumieren.\u00a0<\/span><\/p>\n<h4><b>2. Ad Fraud h\u00e4lt viele Nachts wach<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Betr\u00fcger versuchen mit immer ausgefalleneren Methoden die wachsenden digitalen Werbebudgets abzugreifen. Werbebetrug und deren Folgen war ein hei\u00dfes Diskussionsthema auf der diesj\u00e4hrigen DMEXCO@home. Es bleibt ein Katz- und Mausspiel: w\u00e4hrend neue Technologien entwickelt werden, innovieren Betr\u00fcger im Gleichschritt. In einer Zeit, in der Marketingbudgets so gewinnbringend wie m\u00f6glich einzusetzen sind, kann es sich niemand leisten, keine Ma\u00dfnahmen mehr zu ergreifen, um Ad Fraud proaktiv aufzudecken und zu verhindern. Schauen Sie sich hier unseren IAS-Guide zu Ad Fraud an, um einen vollst\u00e4ndigen \u00dcberblick \u00fcber die Auswirkungen vom so genannten Sophisticated Invalid Traffic und die M\u00f6glichkeiten zu seiner Bek\u00e4mpfung zu erhalten.<\/span><\/p>\n<h4><b>3. Wir alle sind zukunftsorientierter denn je<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">2020 war ein turbulentes Jahr, und es war nicht zu erwarten, dass die DMEXCO@home ohne Erw\u00e4hnungen der Coronavirus-Pandemie vergehen w\u00fcrde. Was wir w\u00e4hrend der zwei Tage als positives Thema und Diskussionspunkt sahen, war, dass die digitale Werbebranche besonders innovationsf\u00e4hig ist, sobald sie mit neuen Herausforderungen konfrontiert wird. Viele der Sessions schlossen mit der Frage, was als n\u00e4chstes f\u00fcr die digitale Werbung kommt? &#8211; Eine &#8220;neue Normalit\u00e4t&#8221; oder doch zur\u00fcck in die gewohnten Routinen? Wir h\u00f6rten, wie Unternehmen wie Sky, Swarovski oder die BBC Innovationen in vielen Bereichen schneller als je zuvor vorangetrieben haben, um sicherzustellen, dass sie auch unter schwierigen Bedingungen wettbewerbsf\u00e4hig bleiben. Und bei IAS sind wir nicht anders: In den letzten sechs Monaten haben auch wir Innovationen genutzt, um die gr\u00f6\u00dften Herausforderungen anzugehen, denen die digitale Werbung heute gegen\u00fcbersteht. Mit unserem Produkt Total Visibility haben wir eine neue Technologie eingef\u00fchrt, um die Transparenz im Bereich Programmatic zu verbessern, mit unserem Partner Channel Factory entwickelten wir das Produkt Channel Science, welches die Brand Suitability von YouTube-Kampagnen \u00fcberwacht und optimiert. Und nicht zuletzt k\u00f6nnen wir mit dem<a href=\"\/de\/insider\/ias-google-automated-tag-2\/\"> IAS Automated Tag mit Google<\/a> die Effizienz f\u00fcr unsere direkten Kunden im Daily Business steigern.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Wir wollen nicht so tun, als h\u00e4tten wir die komplette Dmexco-Experience in diesem Jahr nicht vermisst. Die Chance, Kontakte zu kn\u00fcpfen und unsere Partner und Kunden aus der ganzen Welt zu treffen, fehlt uns sehr. Aber DMEXCO@Home hat uns gezeigt, dass wir auch n\u00e4chstes Jahr, egal unter welchen Umst\u00e4nden, wieder alle zusammen sind, um unsere Erkenntnisse und Innovationen auszutauschen.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This year\u2019s DMEXCO was a little different, and here we pick out the top 3 key messages we took away from DMEXCO@home 2020.<\/p>\n","protected":false},"author":1,"featured_media":293779,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[107],"tags":[121,122,123],"class_list":["post-293778","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-de","tag-dmexco","tag-emea","tag-event"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>DMEXCO@Home 2020 - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/de\/insider\/dmexco-home-virtual-at-scale-2\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DMEXCO@Home 2020\" \/>\n<meta property=\"og:description\" content=\"This year\u2019s DMEXCO was a little different, and here we pick out the top 3 key messages we took away from DMEXCO@home 2020.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/de\/insider\/dmexco-home-virtual-at-scale-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-02T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-20T16:51:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/DMEXCO_insider_header.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"480\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/de\/insider\/dmexco-home-virtual-at-scale-2\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/de\/insider\/dmexco-home-virtual-at-scale-2\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"DMEXCO@Home 2020\",\"datePublished\":\"2020-10-02T04:00:00+00:00\",\"dateModified\":\"2025-05-20T16:51:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/de\/insider\/dmexco-home-virtual-at-scale-2\/\"},\"wordCount\":637,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/de\/insider\/dmexco-home-virtual-at-scale-2\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/DMEXCO_insider_header.jpg\",\"keywords\":[\"DMEXCO\",\"EMEA\",\"Event\"],\"articleSection\":[\"Insights\"],\"inLanguage\":\"de-DE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/de\/insider\/dmexco-home-virtual-at-scale-2\/\",\"url\":\"https:\/\/integralads.com\/de\/insider\/dmexco-home-virtual-at-scale-2\/\",\"name\":\"DMEXCO@Home 2020 - 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