Official company update
5 Adtech Trends from DMEXCO 2026
Publisher preview
DMEXCO returned to Cologne on September 23-24 under the official theme “Scaling Intelligence.” The message behind the theme was straightforward: AI has moved beyond experimentation, and the industry is now being asked to prove where it creates measurable operational and business value. That idea was visible across the conference program and the exhibition floor. But AI was only part of the story. Across conversations about programmatic advertising, CTV, retail media, digital out-of-home, commerce, identity, and measurement, another pattern became increasingly clear: advertising technology is becoming more connected. Publishers are monetizing more types of inventory. Retailers are extending media businesses from websites into stores. Streaming platforms need advertising that works inside live and on-demand video. DOOH is becoming more programmatic. Advertisers want measurement across all of these environments.
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33% of currently observed roles are technical.
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