Home Event Coverage As Dmexco Shrinks, It Must Decide Whether To Be A Regional Or International Show

As Dmexco Shrinks, It Must Decide Whether To Be A Regional Or International Show

SHARE:

Dmexco is shrinking, becoming less international and is evolving into a vendor showcase.

Multiple industry vets told AdExchanger that the sprawling event, considered a must-attend conference along with CES and the Cannes Lions, felt like “sellers talking to sellers.”

Many also noted a lack of agency presence.

“There seems to be less in the way of buyers and less in the way of marketers and agencies,” MediaLink founder Michael Kassan told AdExchanger. “That presents an interesting challenge for the sellers.” (Ascential, which owns the Cannes Lions, also owns MediaLink.)

Dmexco’s own press release confirms the decline in attendance. Last year’s release boasts “1,100 exhibitors, more than 570 top international speakers and 40,700 visitors.” This year’s release notes “40,000 visitors, 1,000+ exhibitors, and 550 speakers.”

“It’s a little lighter than I would have expected,” Kassan said. “I think the conference circuit in general is softer. There’s marginal pressure on advertising holding companies, there’s more general pressure on publishers, there are a lot of smaller companies who are trying to find and fight for that 10% that doesn’t go to Google, Facebook and Amazon.”


Some executives felt an increased emphasis on the German market, which could lead to American companies spending less money on booths in the future.

“Dmexco 2018 had a new look and a new website, seemingly designed to be impossible to understand and navigate,” said Ben Walmsley, digital commercial director at News UK. “In contrast, the ad tech industry seems to have realized that it must head in the opposite direction.”

This marks the first year without Dmexco’s founders, Christian Muche and Frank Schneider, helming the event. In November 2017, the conference’s main organizer, Koelnmesse, fired the two, citing contractual violations. Muche and Schneider sued their former client for damages and won but did not attend this year’s Dmexco.

Despite a rocky year of preparation, many felt the conference was a valuable experience. Artificial intelligence, machine learning and GDPR dominated most panels and informal conversation.

Dmexco’s organizers will have decide whether they want to hone in on the conference’s German legacy or expand.

Must Read

shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Comic: The Showdown (Google vs. DOJ)

The DOJ’s Witness List For The Google Antitrust Trial Is A Who’s Who Of Advertising

The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Why Vodafone Is Giving Out Grades For Its Creative

One way to get a handle on your brand creative is to, well, grade your homework, according to Anne Stilling, Vodafone’s global director of brands and media.

Inside The Fall Of Oracle’s Advertising Business

By now, the industry is well aware that Oracle, once the most prominent advertising data seller in market, will shut down its advertising division. What’s behind the ignominious end of Oracle Advertising?

Forget about asking for permission to collect cookies. Google will have to ask for permission to not collect them.

Criteo: The Privacy Sandbox Is NOT Ready Yet, But Could Be If Google Makes Certain Changes Soon

If Google were to shut off third-party cookies today and implement the current version of the Privacy Sandbox, publishers would see their ad revenue on Chrome tank by around 60% on average.