Responsible advertising
Nickolas Rekeda is Chief Marketing Officer at MGID, one of the leading global adtech platforms for native advertising. In the DMEXCO podcast, he talks to Verena Gründel about the future of digital advertising and why he believes responsible advertising is not just a trend, but a mission.
“It’s not about avoiding ads – it’s about making them better.”
Nickolas Rekeda calls for a change of perspective: users should be the focus again. This requires relevant, respectful, and transparent experiences instead of intrusive formats.
Adtech meets AI: Innovation with attitude
Artificial intelligence is revolutionizing the advertising industry, and MGID has long been using it to make campaigns more efficient, optimize content, and reduce wastage. But Nickolas Rekeda urges caution: “AI is only as good as the people who train it—and the values they put into it.” For him, one thing is clear: progress must not come at the expense of responsibility. Technology must always serve people, not the other way around.
From clicks to real impact
For Rekeda, it is no longer enough to look only at CTRs and reach. MGID focuses on new, higher-quality metrics: attention, trust, emotional impact. “The next step in advertising is emotional impact—not just CTR,” says Nickolas Rekeda. His goal: advertising that connects rather than interrupts. Brands that understand that emotional resonance is more important than fleeting clicks will prevail in the long term.
Diversity as a driver of innovation
MGID was founded in Ukraine and now operates globally. This cultural diversity shapes the way the company works – and, according to Rekeda, is a key driver of creativity.
“Creativity happens when people with different perspectives work toward the same goal.”
In an industry driven by speed and data, Rekeda believes empathy and team culture are the keys to sustainable innovation.
Outlook: Humanity as a competitive advantage
Nickolas Rekeda is convinced that the future of advertising will be determined not by technology or budget, but by attitude. Brands that take responsibility, integrate ethics into their processes, and take their customers’ trust seriously will come out on top. He says, “Advertising can inspire. It can educate. It can connect people. That’s our responsibility.” His conclusion: Innovation begins where technology meets humanity.
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