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DMEXCO Column

Unlock new perspectives with the DMEXCO Column: your monthly guide to digital trends

Welcome to the DMEXCO Column – your monthly update bringing you news and views direct from the leading thinkers and innovation drivers in the digital business. You’ll receive valuable insights into the latest developments and trends from renowned digital experts – covering everything from retail media and personal branding to digital healthcare through to cultural marketing and much more besides.
Whether you’re looking for in-depth analyses or innovative perspectives, the DMEXCO Column gives you a clear overview of the digital world and helps you plan the next significant steps for your business. Stay in the loop with us and be inspired by fresh ideas that really pay off.

OpenRTB. Prebid. Now AdCP: The Standard That Lets AI Run Your Media
A DMEXCO column by Evgeny Popov on the introduction of the Ad Context Protocol (AdCP) — an open standard that enables AI agents to automate and orchestrate advertising processes across platforms.
NXTGEN Agency Summit 2025: Recapping the Stage of the Future
A DMEXCO column by Paulina Schumann and Timo Sander on the highlights of the NXTGEN Agency Summit 2025 at this year's DMEXCO.
AI in pharmaceutical sales: A success factor for the next era of sales
A DMEXCO column by Thilo Kölzer, COO of DocCheck AG, on the advantages and potential applications of AI in pharmaceutical sales.
Why OOH is an exciting addition to B2B marketing
A DMEXCO column by Robin Heintze, Managing Director of morefire, on the underestimated potential of OOH.
NXTGEN Bites: Branding vs. Entertainment on Social Media
A DMEXCO column by Timo Sander and Paulina Schumann on the tension between branding and entertainment on social media.
Creativity, Authenticity and AI in Podcast Marketing
A DMEXCO column by Maximilian Conrad, Co-Founder and CEO of Hypecast, exploring the diverse influences of AI on podcast marketing.
Shaken, not stirred—how Agentic AI is shaking up existing business models
A DMEXCO column by Thilo Kölzer, COO of DocCheck AG, on Agentic AI, MCP, and MPC—and how autonomous, self-learning AI agents are remixing healthcare and marketing while transforming existing business models.
AI for SMEs: Turning Efficiency into Competitive Advantage
A DMEXCO column by Robin Heintze, Managing Director of morefire, on how AI is becoming a true efficiency booster for SMEs.
What’s New? Three Major Podcast Trends for 2025/2026
A DMEXCO column by Maximilian Conrad, Co-Founder and CEO of Hypecast, exploring the biggest podcast trends for 2025 and 2026.
LinkedIn Tips: Skip the Cringe and Optimize Your Profile
There’s no shortage of LinkedIn tips out there—but which ones actually help you build a professional profile without coming off as cringe? A DMEXCO column by Maud Schock and Michael Schreck.