TLDR: This year's industry meeting makes it clear: the digital black box is huge and will not disappear. A technological cosmos that is no longer manageable is driving digital advertising to ever more possibilities - and advertisers to ever more questions.
Ever bigger, ever more professional, ever more special. Dmexco is becoming a kind of arms show for competition with digital media. The machine world offers many exciting possibilities, but is developing a lively and uncontrollable life of its own that is putting (almost) all players in the market on the defensive, including agencies.
iBusiness quotes directly from the "Federal Data Show." "We used to be the nerds, now we have our own," said one marketer, "These are people who would otherwise work for intelligence agencies." A culture shift is moving in. Those who want to remain 'digital rock stars' will probably have to go corporate.
Here are the top 3 buzzwords and the questions they trigger in companies.
Of course, we have the answers.