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Googles crumbling third-party cookie continues to be more likely to take center stage at Dmexco 2022

Dmexco is back even though most are still racking your brains on the role of the Germany-based conference with regards to the global circuit, ad techs key talking points have shifted considerably following a two-year digital hiatus. Here’s Digidays primer on which will fuel conversations as of this years event this week.

The final time 20,000+ ad tech professionals from all over the world convened in Koelnmesse, Google was yet to verify the death of the third-party cookie officially. Since that time, Privacy Sandbox and a variety of aviary-themed phrases have already been etched indelibly in to the collective mindset.

Needless to say, discussions around the continuing future of ad targeting and measurement could have added urgency for executives located in the European Economic Area where GDPR has curtailed efforts to check proposals from famous brands Google and The Trade Desk. An integral constituency in deciding the success of such ventures are publishers whose first-party relationships must fuel famous brands Universal ID 2.0.

Yet another consideration in these conversations is seller-defined audiences, a targeting specification that arguably, places more power in to the hands of publishers those seeking to brush through to the cohort-based targeting method led by IAB Tech Lab can achieve this here.

As ad tech continues to consume the complete media landscape (even though traditional identifiers are on the wane) new channels are presenting opportunities for companies in the area to reinvent themselves.

TakeCriteo, for example, which includes made efforts to shed its historic reputation being an ad retargeting company and only becoming referred to as a purveyor of retail media. Lately the Europe-based company has been wanting to trumpet its capability to help marketers target users right at the idea of purchase, that’s on retailers websites.

Needless to say, CTV may also feature in conversations just look at how Magnite (the business many Dmexco attendees still make reference to as Rubicon Project) went down the M&A trail to redefine itself as a CTV venture. Although with wrangling over measurement, sufficient reason for TV networks still wanting to trade such inventory within their traditional method of conducting business, the nitty-gritty of CTV deals will probably remain an upfront conversation, because of this year at the very least.

3. Big Tech casts an extended shadow

As evidenced by the ongoing cookie-crunch saga, Big Techs cast of characters will dominatingly are likely involved in conversations with Googles EMEA president Matt Brittin poised to take the stage and discuss the continuing future of the ad-supported web at Dmexcos opening mainstage keynote.

Interestingly, Microsoft Advertising can be utilizing the event to underline its reemergence in the advertising game now with Xandr, a.k.a. AppNexus, within its fold and fresh off the trunk of a headline-grabbing cope with Netflix. Curiosity round the new look platform has been piqued.

Elsewhere, Amazon Ads can make a (rare) public appearance on the conference stage, with representatives from Applealso operating on the sidelines as its advertising ambitions are more readily apparent to the wider industry.

The amount of business will undoubtedly be left up for grabs for mid-tier companies in the area remains to be observed but any concerned employees at such outfits can comfort themselves with the data that Big Tech is increasingly on the search for their skill sets.

4. The cookieless future fuels consolidation

The original fault lines between your buy-side and sell-side of the are blurring as evidenced by media agencies fostering direct relationships with SSPs, and DSPs doing likewise with publishers.

Actually, its getting a lot more difficult to differentiate one side from another, in accordance with Digiday sources, and such dynamics breed the interest of corporate development professionals and increasingly private equity. Sufficient reason for Dmexcos renown as a location where discussions around mergers and acquisitions either begin or are formally announced, dont be surprised if the roots of any future consolidation moves could be traced back again to here.

5. Sustainability (and dont forget profitability)

Days gone by two years also have seen the ad tech sector mature to the stage where it has developed a social conscience around sustainability with presenters from Nestl, IAB Europe, and IAS ready to discuss this issue at multiple different main stage sessions this week.

However, from the PR-approved public conversations, the business enterprise opportunities these present may also likely arise. Sources tell Digiday you can find conversations around how entrepreneurs can capitalize on the necessity for climate change with the reference to blockchain technology an integral section of the conversations.

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