The article also touched on sustainability in ad tech, with a focus on reducing energy consumption and carbon footprints, particularly in server energy consumption. It also discussed the return of cookies as a popular identifier in advertising, advising brands to diversify their identifier strategies to eliminate blind spots. The article concluded by emphasizing the need for marketers to balance the use of AI and ethical tech with environmental responsibility.
Key takeaways:
- AI took center stage at DMEXCO 2024, with discussions around its potential to fuel creativity and its potential threats, including the creation of deepfakes and the risk of job market disruption.
- Sustainability was a key topic, with a focus on reducing energy consumption and fostering sustainability across the programmatic chain. Ad tech companies are under pressure to disclose their carbon emissions and balance profitability with planet-friendly practices.
- The return of cookies was a major discussion point, with the advice being that brands should diversify their identifier strategies to eliminate blind spots throughout the funnel and maintain a balance between privacy and personalization.
- The industry is shifting towards AI-driven personalization, data, and ethical tech, with a need to balance progress with environmental responsibility. Marketers are advised to embrace a balanced, forward-thinking approach.