Ad tech’s week in the German spotlight has come to a close, with plenty to think about for the 40,000 advertising and marketing technology delegates at Dmexco.
IAB Europe opened the Dmexco conference, organized by Koelnmesse, with some eye-popping numbers: Programmatic spend is growing, topping 16.7 billion euros ($18.4 billion) in 2018, more than a year since the arrival of General Data Protection Regulations (GDPR). However, the sense of buoyancy at Dmexco in previous years was replaced with a somber sense of realism as U.S. regulators prepare to take the cue of their Europe-based counterparts and double-down on data governance.
Here’s what we learned this week.