5 key trends from Dmexco 2014

Networking: 'You'll have exchanged 15 business cards before arriving'
Networking: 'You'll have exchanged 15 business cards before arriving'

With the Dmexco 2014 digital conference having just taken place in Germany, Ross Webster, managing director, EMEA at The Weather Channel reveals five key trends from the show.

1. Networking

The networking starts at Heathrow. You'll have probably exchanged 15 business cards before you've even got off the plane, which will be jam-packed with ad tech people frantically networking.

The event is filled with "who's who" of the ad tech industry – everyone is there. With so many new faces and new companies with new propositions – the industry is moving at an incredible pace.

2. Disruption

Technology is continuing to drive disruption, which is thriving throughout the whole model. The fact is there are media owners becoming agencies, clients becoming media owners and technology is driving it all – the industry is moving so fast, the change since last year alone is huge.

The scale went hand in hand with so many new exhibition stands, new companies and new propositions.

3. Programmatic

Programmatic is now not just transactional – it is operating throughout the entire marketing value chain, becoming the touch point within the entire marketing mix.

4. Transparency

Transparency is absolutely key – making sure that people who want to look inside the box know and understand what's going on – from clients to agencies to media owners. They all require better visibility on what’s happening under the bonnet.

5. Simplicity

A lot of offerings are becoming more simple – even non-technical people can now start doing more in programmatic and data and ad tech.

The offerings are becoming more "plug & play". The barriers to entry are diminishing and it is becoming easier to get into the programmatic environment.

The solutions that are available are catering for those with advanced or elementary knowledge and expertise, with many specialising in holding your hand through the implementation and collaborating to the next level.

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