Anne Frisbie, VP and GM of global supply at InMobi, maintained that, “Programmatic is the future of media, and mobile is bringing the first 24-hour-a-day view of consumers…but a lot of marketers still need to get their data signals in order before they can figure out how to bid against that.”
Other themes that were addressed during the sessions included native advertising, data transparency, multiscreen advertising, the intersection of ecommerce and marketing, and more. And while most of the sessions were in English, a handful were delivered only in German.
There was also a good-natured rapport between the speakers, some of whom had never shared the same stage before. During a panel discussion on the rise of real-time bidding, ad exchanges and trading desks, panelist Frederick Joseph, CEO of EMEA at Performics, said, “We are a performance agency, just like Criteo.” At which point Greg Coleman, president of Criteo, quickly retorted, “Don’t you dare call me an agency!”
The exhibitors came from 26 countries including Austria, France, the US, India, Israel, Malaysia, Uruguay and Russia and spread their booths over more than 600,000 square feet of space. For some companies, such as the Chinese search engine Baidu, this was its first time attending Dmexco.
Notably, Criteo filed an IPO on the first day of the conference and AppNexus and Millennial Media unveiled their joint mobile ad exchange while both companies were at Dmexco. “We wanted to wait for Dmexco before we shared the news,” Mollie Spilman, EVP of global sales and marketing at Millennial Media told AdExchanger. “I got to the booth early this morning and there was already a line of people waiting to talk to us and AppNexus about it, so we’re having a great time. ”