Did you feel that energy at DMEXCO, too?

An Industry Ready to Shape the Future

It’s hard to describe. But as soon as you stepped into the halls, it pulled you in. The atmosphere was positive, motivating, and forward-looking. There was a sense of excitement about innovation in the air.

That was actually my most important takeaway from DMEXCO 2026: Of course, AI was everywhere. AI agents, agentic commerce, AI search, and disruptive business models. But for me, there was something else that transcended all these topics: optimism.

Remarkable, I mean, the digital economy currently has plenty of reasons to be nervous. The economic situation is difficult. Budgets are under pressure. AI is challenging business models, transforming jobs, and shifting value chains.

And still, at DMEXCO, I didn’t get the feeling that I’m part of an industry in uncertainty. On the contrary. People want to help shape this change.

Perhaps that’s exactly what we need right now, much more urgently than the next tech hype: places where the future isn’t discussed as a threat, but as something we can shape ourselves.

There’s an irony in that. For two days, we’ve been talking about which tasks machines will take over for us in the future. At the same time, the most valuable thing I’m taking away from DMEXCO is something quite human: the energy that arises when people come together.

In any case, it’s keeping me going right now. And who cares that my Body Battery was already at a disastrous 14 by 10 a.m. the morning after DMEXCO?

Thanks to everyone who contributed a bit of that energy. Take it with you into your companies, conversations, and teams.

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