With the frenzy of dmexco now slowly beginning to dissipate, it’s a good time to reflect on what the ad tech playground means to the industry and whether the industry conversations lived up to expectations. ExchangeWire invites some seasoned dmexco delegates to share their opinions.

Collaboration for effective measurement

“Discussions surrounding the need for consistent independent, third-party measurement was a high-priority topic for many dmexco delegates at this year’s event. With companies increasingly looking for an holistic view of their advertising performance, at a global scale, it’s more important than ever to educate on the importance of measurement and transparency within the digital ecosystem.

“Industry collaboration will be essential to provide a global view across devices, channels, and markets to inform a brand’s future media plan. Conversations at dmexco made it clear this will hang on whether all parties are able to work together to improve transparency in the industry.

“Ultimately, every impression should be measured by a trusted third party. If impressions cannot be measured and quantified, advertisers will, understandably, question the effectiveness of their media plan.”

Nick Morley, EMEA MD, Integral Ad Science

Read the full article in ExchangeWire here.