In the face of fragmentation, Dmexco is now a smaller stage for ad tech's big conversations

"When we analyzed event performance from the previous two years in preparation for 2025, Dmexco didn't make the cut,"

"We have also seen a lot of industry shows change - the makeup of who attends, the access and networking opportunities, and the overall value,"

"We've been attending for many years, but over the last three, we've really refined our purpose there, continued Peterson. "Instead of trying to make noise on the exhibition floor without a huge stand or budget, we now focus on what matters most - spending time with our customers and diving into the conversations that matter right now, from first-party data strategies to predictive brand lift."

Dmexco transformed from the central hub of ad tech dealmaking to an event serving a narrower slice of the ecosystem. Several firms, including Kochava, YieldMo, Dept and LiveRamp, are skipping this year after evaluating recent event performance. The change reflects fragmentation rather than substitution, with companies choosing events based on measurable outcomes. Exhibitors who still attend are adopting restrained presences and prioritizing customer meetings and focused conversations over large exhibition footprints. Current event priorities include first-party data strategies and predictive brand lift, while the makeup, access, networking and perceived value of industry shows are shifting.

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