Key Takeways from DMEXCO 2018

“For buy-side technology providers at DMEXCO, there was only one dominant trend: machine learning, and in particular deep learning. Retargeting experts, demand-side platforms, and media platforms engaged in debates about how to keep this branch of AI human — utilising solutions such as predictive analytics to enhance campaign scale while keeping ads creative and strategy focused on real people. Discussions also highlighted the importance of maintaining transparency. Just as a lack of clarity into programmatic systems has previously caused misunderstanding, there is also a risk that black box AI technology could drive confusion. It is therefore vital for those working in the field to remain open about their practices, and tools to drive performance in a sustainable way.” – Michele Marzan, CSO


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