Google’s Ruined Third-Party Cookie Still Likely to Take Center Stage at Dmexco 2022


Dmexco is back and while many are still trying to figure out the Germany-based conference’s role in relation to the global circuit, the major ad tech talking points have evolved significantly after a two-year digital hiatus. Here’s Digiday’s primer on what’s driving the conversations at this year’s event this week.

The last time more than 20,000 ad tech professionals from around the world gathered at Koelnmesse, Google had yet to officially confirm “the death of the third-party cookie.” Since then, Privacy Sandbox and a number of aviary-themed phrases have been indelibly etched into the collective mindset.

Of course, discussions around the future of ad targeting and measurement will have added urgency for executives based in the European Economic Area where GDPR has reduced efforts to test Google and The Trade’s proposals. Desk. A key group in deciding the success of such ventures are the publishers whose first-party relationships are needed to power universal ID 2.0.

– Advertising –

An additional consideration in these conversations is vendor-defined audiences, a targeting specification that, arguably, puts more power in the hands of publishers – those looking to refresh the IAB Tech-led cohort-based targeting method. Lab can do it here.

As ad tech continues to eat up the entire media landscape (even as traditional identifiers decline), new channels are providing opportunities for companies in the industry to reinvent themselves.

Take Criteo, for example, which has made efforts to shed its historic reputation as an ad retargeting company in favor of becoming known as a retail media provider. Over the past few months, the Europe-based company has been keen to trumpet its ability to help marketers target users directly at the point of sale, i.e. on retailer websites.

Of course, CTV will also be in the conversation – just look at how Magnite (the company many Dmexco attendees still call the Rubicon Project) followed the M&A trail to redefine itself as a CTV business. Although with wrangling over measurement and with TV networks still eager to trade such stocks as part of their traditional ways of doing business, CTV’s business will likely remain a top conversation, for this year at least. .

3. Big Tech casts a long shadow

As evidenced by the ongoing cookie saga, Big Tech characters will play a dominant role in conversations with Google’s EMEA President Matt Brittin ready to take the stage and discuss the future of the internet-funded web. advertisement during the opening of Dmexco. Keynote on the main stage.

Interestingly, Microsoft Advertising is also using the event to highlight its re-emergence in the advertising game now with Xandr, aka Xandr. AppNexus, in its fold and fresh off the back of a headline-grabbing deal with Netflix. Curiosity around the new look platform has now been piqued.

Elsewhere, Amazon Ads will make a (rare) public appearance on the conference stage, with Apple representatives also operating on the sidelines as its advertising ambitions become more apparent to the wider industry.

It remains to be seen how much business will remain on the table for midsize companies in the space, but all affected employees at these companies can take comfort in knowing that Big Tech is increasingly looking for their skills. .

4. The future without cookies fuels consolidation

Traditional fault lines between the buy side and the sell side of the industry are blurring, as evidenced by media agencies favoring direct relationships with SSPs, and DSPs doing the same with publishers.

In fact, it’s becoming increasingly difficult to tell one side from the other, according to Sources Digiday, and such dynamics are attracting interest from business development professionals and, increasingly, private equity. And with Dmexco’s fame as the place where M&A talks begin or are officially announced, don’t be surprised if the roots of any future consolidation moves can be traced here.

5. Sustainability (and don’t forget profitability)

Over the past couple of years, the ad tech industry has also matured to the point where it has developed a social consciousness around sustainability with presenters from Nestlé, IAB Europe and IAS all set to discuss the topic at multiple t sessions of the main stage this week.

However, away from public relations-approved public conversations, the business opportunities they present will likely present themselves as well. Sources tell Digiday there are conversations about how entrepreneurs can capitalize on the need for climate change with the mention of blockchain technology a key part of the conversations.

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