Blog
October 11, 2022
Once again this year, DMEXCO in Cologne was a place to meet, discuss new trends and challenges, and make new contacts. Hot topics included the quality of online media as an advertising channel and all the challenges that arise from this, as well as new retail media trends and best practices.
The exciting and varied program, featuring many interesting presentations and panel discussions, was aimed at promoting a practical exchange of knowledge. In addition, emphasis was placed on highlighting specific use cases and backing up best practices with figures – true to the motto #WeProgressTogether.
Digital advertising: challenges, trends, and stumbling blocks
The main focus at DMEXCO is on digital marketing. In this context, the organizers have placed special emphasis on the topic of digital advertising, which is very important for marketers. In a survey conducted in the run-up to the trade fair in collaboration with the agof Commission for Performance Values & Guidelines (KLR) and summarized the results in a joint special report. This allowed the challenges to be clearly defined and further investigated.
Invalid traffic, which refers to all clicks or ad impressions that are not generated by humans, not only drives up costs but can also have a negative impact on your brand. At the same time, however, greater reach and targeting accuracy are needed when delivering different types of content. For the experts and organizers at DMEXCO, these challenges can be covered under the keywords brand sustainability, viewability, invalid traffic, and audience verification. However, in order for these topics to be properly covered and further developed, many companies need a better understanding of the relevant metrics, functioning processes, and improved standards. Without focusing precisely on where processes add value, much of the potential of existing technologies is lost.
Data is available, but how should it be evaluated?
But it’s not just in digital marketing and advertising that collecting existing data correctly is a challenge. The challenges in digital advertising are also relevant to the e-commerce sector. So it came as no surprise that there was also lively discussion about product data and its processing in the e-commerce hall.
From today’s perspective, the automated import, processing, and display of product data in the right e-commerce quality is crucial. However, this also means that a main system is required where this product data can be stored and is always available in its latest form, as is the case with a PIM system, for example. This ensures that all product data is bundled centrally in one place, which in turn ensures that only the correct information can be played into the respective sales channel.
However, this poses a number of challenges: How should the large amount of product data from different sources be processed? Which data models make the most sense for the respective business case? With Onedot’s self-learning software, items can be brought online five times faster with significantly better and consistent e-commerce quality, increasing the conversion rate by up to 10%. Thanks to the targeted use of AI, companies can quickly onboard suppliers, digitize data maintenance processes, and significantly improve product data quality. We are happy to answer your questions about automated article creation and preparation.