‘A spirit of collaboration’: Takeaways from DMEXCO 2024

At last week’s DMEXCO, AI and retail media were to the fore amongst the topics being debated, but they weren’t the only ones. Here, industry leaders give WARC their impressions from an intensive couple of days in Cologne. 

Like last year, AI once again took centre stage at DMEXCO, but this year saw more concrete conversations around how it could be effectively deployed. The plight of the third-party cookie was also top of mind for many, especially considering Google’s latest U-turn earlier in the year. Working out what this means for advertisers looking forward and what solutions could help to close the ever widening addressability gap was discussed in depth.