{"id":301833,"date":"2021-09-10T08:57:51","date_gmt":"2021-09-10T08:57:51","guid":{"rendered":"https:\/\/integralads.com\/insider\/dmexco-2021-wrap-up\/"},"modified":"2023-07-27T05:17:57","modified_gmt":"2023-07-27T05:17:57","slug":"dmexco-2021-wrap-up","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/","title":{"rendered":"The DMEXCO Wave &#8211; Great Ideas Flood 2021\u2019s Virtual Installment"},"content":{"rendered":"\n<p>September has been a big month for comebacks: ABBA, an elongated Summer, and of course, DMEXCO! DMEXCO hasn\u2019t 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\u2019t fail to deliver.\u00a0<\/p>\n\n\n\n<p>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\u2019s announcement around the delay to the retirement of cookies in their Chrome browser, advertisers were keen to learn more about the <a href=\"https:\/\/integralads.com\/uk\/solutions\/contextual-targeting\/\">latest tools to prepare for the shift<\/a> from audience-based targeting.&nbsp;<\/p>\n\n\n\n<p>Following on from the year passed, DMEXCO\u2019s line-up this year was all about looking forward. At this year\u2019s event 21 sessions mentioned the word <em>Cookie<\/em> in their title or description. The number of sessions referring to <a href=\"https:\/\/integralads.com\/uk\/insider\/how-to-connect-with-consumers-in-the-post-pandemic-future\/\"><em>Covid<\/em> or <em>Coronavirus<\/em>?<\/a> Just 6. As ever we\u2019re not an industry that remains dormant &#8211; we\u2019re future facing and innovative.<\/p>\n\n\n\n<p>IAS also gave its opinion on what may take place once the cookie crumbles in our <a href=\"https:\/\/app.swapcard.com\/event\/dmexco\/planning\/UGxhbm5pbmdfNjQ5MjEz\">session<\/a> <em>Why A Cookieless Future Isn\u2019t Half Baked<\/em>, led by Nick Morley, EMEA Managing Director, and Nick Welch, Northern Europe Programmatic Director.<\/p>\n\n\n\n<p>But of course there can be very little innovation without insight, and we debuted our brand new research <a href=\"https:\/\/go.integralads.com\/the-context-effect.html\">The Context Effect<\/a> 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&#8217; 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 <em>The IAS Context Effect: The rise of contextual targeting<\/em>, by Tony Marlow, CMO, <a href=\"https:\/\/app.swapcard.com\/event\/dmexco\/planning\/UGxhbm5pbmdfNjU5NDQy\">here<\/a>.<\/p>\n\n\n\n<p>If there\u2019s anything we\u2019ve learned from DMEXCO this year, it\u2019s 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 <a href=\"https:\/\/app.swapcard.com\/event\/dmexco\/planning\/UGxhbm5pbmdfNjQ2OTc4\">here<\/a>.<\/p>\n\n\n\n<p>So while a trip to Cologne may be possible next year (if anything, for the Aperol bar in D\u00fcsseldorf airport) this year\u2019s DMEXCO @ Home has been a triumph, a meeting of minds, and it\u2019s made the industry look firmly ahead.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>September has been a big month for comebacks: ABBA, an elongated Summer, and of course, DMEXCO! DMEXCO hasn\u2019t really had a year off, but with it being shifted online since last year, 2021 made way for a smooth and sleek&#8230;<\/p>\n","protected":false},"author":1,"featured_media":293885,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[285,290],"tags":[],"class_list":["post-301833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contextual-targeting-uk","category-insights-uk"],"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>The DMEXCO Wave - Great Ideas Flood 2021\u2019s Virtual Installment - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"September has been a big month for comebacks: ABBA, an elongated Summer, and of course, DMEXCO! DMEXCO hasn\u2019t really had a year off, but with it being Learn what was achieved this year with DMEXCO @ Home\" \/>\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\/uk\/insider\/dmexco-2021-wrap-up\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The DMEXCO Wave - Great Ideas Flood 2021\u2019s Virtual Installment\" \/>\n<meta property=\"og:description\" content=\"September has been a big month for comebacks: ABBA, an elongated Summer, and of course, DMEXCO! DMEXCO hasn\u2019t really had a year off, but with it being Learn what was achieved this year with DMEXCO @ Home\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-09-10T08:57:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-27T05:17:57+00:00\" \/>\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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"The DMEXCO Wave &#8211; Great Ideas Flood 2021\u2019s Virtual Installment\",\"datePublished\":\"2021-09-10T08:57:51+00:00\",\"dateModified\":\"2023-07-27T05:17:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/\"},\"wordCount\":423,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Default_Grafik_DMEXCO2021-1.png\",\"articleSection\":[\"Contextual Targeting\",\"Insights\"],\"inLanguage\":\"en-gb\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/\",\"url\":\"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/\",\"name\":\"The DMEXCO Wave - Great Ideas Flood 2021\u2019s Virtual Installment - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Default_Grafik_DMEXCO2021-1.png\",\"datePublished\":\"2021-09-10T08:57:51+00:00\",\"dateModified\":\"2023-07-27T05:17:57+00:00\",\"description\":\"September has been a big month for comebacks: ABBA, an elongated Summer, and of course, DMEXCO! DMEXCO hasn\u2019t really had a year off, but with it being Learn what was achieved this year with DMEXCO @ Home\",\"breadcrumb\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#breadcrumb\"},\"inLanguage\":\"en-gb\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#primaryimage\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Default_Grafik_DMEXCO2021-1.png\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Default_Grafik_DMEXCO2021-1.png\",\"width\":1200,\"height\":630},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/integralads.com\/uk\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The DMEXCO Wave &#8211; Great Ideas Flood 2021\u2019s Virtual Installment\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/integralads.com\/#website\",\"url\":\"https:\/\/integralads.com\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/integralads.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-gb\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/integralads.com\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\/\/integralads.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/integralads\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\",\"name\":\"IAS TEAM\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"caption\":\"IAS TEAM\"},\"description\":\"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.\",\"sameAs\":[\"https:\/\/integralads.com\"],\"jobTitle\":\"TEST\",\"url\":\"https:\/\/integralads.com\/uk\/insider\/author\/ias2023\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The DMEXCO Wave - Great Ideas Flood 2021\u2019s Virtual Installment - Integral Ad Science","description":"September has been a big month for comebacks: ABBA, an elongated Summer, and of course, DMEXCO! DMEXCO hasn\u2019t really had a year off, but with it being Learn what was achieved this year with DMEXCO @ Home","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/","og_locale":"en_US","og_type":"article","og_title":"The DMEXCO Wave - Great Ideas Flood 2021\u2019s Virtual Installment","og_description":"September has been a big month for comebacks: ABBA, an elongated Summer, and of course, DMEXCO! DMEXCO hasn\u2019t really had a year off, but with it being Learn what was achieved this year with DMEXCO @ Home","og_url":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/","og_site_name":"Integral Ad Science","article_published_time":"2021-09-10T08:57:51+00:00","article_modified_time":"2023-07-27T05:17:57+00:00","author":"IAS TEAM","twitter_card":"summary_large_image","twitter_creator":"@integralads","twitter_site":"@integralads","twitter_misc":{"Written by":"IAS TEAM","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#article","isPartOf":{"@id":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/"},"author":{"name":"IAS TEAM","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399"},"headline":"The DMEXCO Wave &#8211; Great Ideas Flood 2021\u2019s Virtual Installment","datePublished":"2021-09-10T08:57:51+00:00","dateModified":"2023-07-27T05:17:57+00:00","mainEntityOfPage":{"@id":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/"},"wordCount":423,"publisher":{"@id":"https:\/\/integralads.com\/#organization"},"image":{"@id":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Default_Grafik_DMEXCO2021-1.png","articleSection":["Contextual Targeting","Insights"],"inLanguage":"en-gb"},{"@type":"WebPage","@id":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/","url":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/","name":"The DMEXCO Wave - Great Ideas Flood 2021\u2019s Virtual Installment - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Default_Grafik_DMEXCO2021-1.png","datePublished":"2021-09-10T08:57:51+00:00","dateModified":"2023-07-27T05:17:57+00:00","description":"September has been a big month for comebacks: ABBA, an elongated Summer, and of course, DMEXCO! DMEXCO hasn\u2019t really had a year off, but with it being Learn what was achieved this year with DMEXCO @ Home","breadcrumb":{"@id":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#breadcrumb"},"inLanguage":"en-gb","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/"]}]},{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Default_Grafik_DMEXCO2021-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Default_Grafik_DMEXCO2021-1.png","width":1200,"height":630},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/uk\/insider\/dmexco-2021-wrap-up\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/uk\/"},{"@type":"ListItem","position":2,"name":"The DMEXCO Wave &#8211; Great Ideas Flood 2021\u2019s Virtual Installment"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-gb"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]},{"@type":"Person","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399","name":"IAS TEAM","image":{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","caption":"IAS TEAM"},"description":"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.","sameAs":["https:\/\/integralads.com"],"jobTitle":"TEST","url":"https:\/\/integralads.com\/uk\/insider\/author\/ias2023\/"}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts\/301833","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/comments?post=301833"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts\/301833\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media\/293885"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media?parent=301833"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/categories?post=301833"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/tags?post=301833"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}