DMEXCO 2022: Highlights and Retail Media Trends

Successful DMEXCO in Cologne.

This year, DMEXCO in Cologne was once again a place to meet, discuss new trends and challenges, and make new contacts. Burning topics were the quality of the online medium as an advertising channel and all the resulting challenges, as well as new retail media trends and best practices.

The exciting and very diverse program with many exciting presentations and panel discussions aimed at a practice-oriented exchange of knowledge. In addition, emphasis was placed on highlighting concrete use cases and underpinning best practices with figures - true to the motto #WeProgressTogether.

Digital advertising: challenges, trends and stumbling blocks

The main focus at DMEXCO is on digital marketing. In this context, the organizers have paid special attention to the topic of digital advertising, which is very important for marketers. In this context, a survey was conducted in the run-up to the trade show together with the agof Commission Performance Values & Guidelines (KLR) and the results were summarized in a joint special report. This allowed the challenges to be clearly defined and further investigated.

Invalid traffic, i.e. all clicks or ad impressions that are not caused by people, not only drives up costs, but can also have a negative impact on your own brand. At the same time, however, there is also a need for more reach and targeting accuracy when playing out the various contents. For the experts and organizers of DMEXCO, these challenges can be covered under the keywords brand sustainability, viewablity, invalid traffic and audience verification. However, in order for these topics to be properly covered and worked on further, many companies need more understanding of corresponding key figures, functioning processes and better standards. Because without starting exactly where processes bring added value, a lot of potential of already existing technologies is lost.

Data are available, but how should they be evaluated?

However, the correct collection of existing data is not only a challenge in digital marketing and advertising. The challenges in digital advertising are also relevant for the e-commerce sector. Therefore, it was not surprising that the topic of product data and its preparation was also diligently discussed in the e-commerce hall.

From today's perspective, the automated import, preparation and playout of product data in the right e-commerce quality is central. However, this also means that a main system is required where this product data can be stored and is always available, as is the case with a PIM system, for example. This ensures that all product data is centrally bundled in one place, which in turn ensures that only the right information can be played out in the respective sales channel.

However, this gives rise to a number of challenges: How must the many product data, which come from different sources, be prepared? Which data models make the most sense for the respective business case? With Onedot's self-learning software, items can be brought online 5x faster in a much better and consistent e-commerce quality, increasing conversion rates by up to 10%. Thanks to the targeted use of AI, companies can quickly onboard suppliers, digitize data maintenance processes and significantly improve product data quality. We would be happy to answer your questions about automated article creation and preparation.

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