DMEXCO: "Leaves No Term Unattended"
The digital advertising industry gathered in Cologne for the second day of DMEXCO, a platform that offers insights into the ever-evolving digital advertising landscape. One of the key topics of discussion was the fragmented landscape of advertising identifiers following the demise of third-party cookies.
Experts are grappling with this challenge, as the new era demands innovative solutions. Brainsuite, an AI-supported platform, is making strides in improving advertising asset effectiveness. Meanwhile, the industry is developing tools like Yext's Scout to help companies track their site visibility in real-time and receive optimization tips.
Google, a dominant player in the digital advertising sphere, is not immune to disruption. The migration of Gen Z to platforms like TikTok and Reddit is causing ripples. However, Google is not resting on its laurels. They unveiled new AI features for their search engine at DMEXCO.
Google's AI search engine may pose a threat to publishers, according to media operators. On the other hand, the operational business of agencies can be largely automated by AI, freeing up humans for customer consulting and briefings. Google also has a tool for marketers called Gemini, which uses generative AI for campaign content creation.
The AI search engine sector is not a one-horse race. Google's main competitors include Bing, Baidu, and ChatGPT by OpenAI. ChatGPT leads the chatbot market share at over 80 percent, with other operators like Perplexity, Claude, DeepSeek, and many others vying for a piece of the pie.
In a bid to stay relevant, GEO aims to get among the few sites still cited by chatbots in their summaries. The strategy for website operators is to focus on Generative Engine Optimization (GEO).
Looking ahead, the Trendmonitor 2025, a guide to current and upcoming topics in digital advertising, was authored by six experts from media agencies. Uli Kramer from the Hamburg agency pilot believes AI will disrupt the work of agencies.
Despite the disruptions, the digital advertising industry is expected to grow by 5% next year, with online retailers and 'Paid Social' being the strongest growth areas. AI searches may impact visitor traffic for website operators, making it crucial for them to adapt and evolve.
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