Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Investor Relations
Contact
UK UK
US US DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC Korean Korean
Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Contact Us
UK UK
US US DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC Korean Korean
  1. Home
  2. | Resources
  3. | Insights
  4. | DMEXCO 2019 – Our Key Takeaways
September 19, 2019 by IAS Team

DMEXCO 2019 – Our Key Takeaways

Insights
Share:
DMEXCO 2019 – Our Key Takeaways

Over 1,000 exhibitors from 40 countries, more than 600 speakers and around 40,000 national and international visitors met at this year’s DMEXCO in Cologne. This year’s theme was “Trust in You” – but IAS went one step further and instead considered this as “Trust in You and Your Data”. Not an easy task, considering some of last year’s data scandals – that’s why IAS has been working around the clock to increase trust in measurement data on both the buy and sell side. By promoting transparency between all digital industry players, we aim to deliver visible, fraud-free and brand-safe impressions.

 

 

We had a fantastic event over the two days of DMEXCO and took away some important learnings from the event. Our  key takeaways include:

AI and ML bring the industry together.

Agencies, brands, publishers and technology platforms all agreed that the technologies are a major shifting point for digital advertising. At the same time however, it has also become evident that it’s far from clear to everyone what added value Artificial Intelligence (AI) and Machine Learning will offer for businesses success. AI will therefore likely remain a volatile topic, that will continue to gain relevance in the coming years. Learn more about how IAS uses Artificial Intelligence to optimise its products.

Programmatic is a big priority.

A survey carried out in the run-up to DMEXCO showed that programmatic is becoming more and more relevant at an international level. This trend was also confirmed in the latest IAS Media Quality Report (H1 2019). Whilst more and more advertising placements are being delivered programmatically, the industry still needs further education and increased transparency, especially in the area of brand safety and brand suitability, where uniform standards are still missing. 

Many advertisers fear that their brand image could be damaged by programmatically purchased ad placements. In some cases, the fear is so prevalent that some advertisers no longer want to place their ads next to trusted news coverage, meaning publishers sometimes find it difficult to market their inventory. The latest IAS data, published in the Wall Street Journal, found many US advertisers are putting political terms such as “Trump” on their blacklists and consequently, some publishers are finding it difficult to place ads on their pages. Solutions must be found through increased and improved communication between brands and publishers.

 Standards are needed to accommodate Suitability.

The subject of brand suitability is a growing priority. Advertisers want to make sure their ads are not just seen and free from fraud, but also that the environment they’re placed in compliments the brand or product. What these environments look like is highly brand specific and subjective. For example, a supplier of alcohol will have different requirements to that of a children’s toy brand.

A particular challenge remains within social networks due to dominance of user-generated content, which can be difficult to control. It is important advertisers educate themselves in this area and continue to explore promoting their brands on social networks. Advertising on social should centre around granular control for brands to avoid certain risks and ensure their social media campaigns appear in environments.

Access the content now.
Download
Access the case study now.
Download
Access the guide now.
Download
Access the research now.
Download
Sign up for insights right to your inbox.
Subscribe now ›

Related Posts

Introducing IAS pre-bid brand safety on TikTok
Introducing IAS pre-bid brand safety on…
Learn more ›

January 18, 2023 by IAS Teams

The 2023 Industry Pulse – Media experts predict more advertising opportunities
The 2023 Industry Pulse – Media…
Learn more ›

January 10, 2023 by IAS Teams

Avoid Scoring an Own Goal with your FIFA World Cup Campaigns
Avoid Scoring an Own Goal with…
Learn more ›

November 9, 2022 by IAS Teams

IAS white red logo
Sign up for fresh insights

Solutions

By Product Type

Ad Fraud

Brand Safety & Suitability

Contextual Targeting

Viewability

Efficiency & Optimization

By Channel

CTV & Video

Programmatic

Proprietary Platforms

Mobile & In-App

Audio

By Customer Type

Brands & Agencies

Publishers

Platforms & Partners

Insights

IAS Insider

Research

Media Quality Reports

About IAS

Quality Impressions™

Newsroom

Leadership & Awards

Careers

Helpful Links

Contact

Log in

© 2023 Integral Ad Science, Inc.

Accessibility_Icon Accessibility statement

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

© 2021 Integral Ad Science, Inc.

Search

Hit enter to search or ESC to close

Download Content

Fill out the form to have this content delivered directly to your email inbox.

Subscribe now

Fill out the form to sign up for the latest and greatest IAS updates— delivered right to your inbox.

Thank you for signing up for the IAS Newsletter.