TL;DR: DMEXCO 2025 proved it: AI, CTV, and Retail Media are rewriting the rules of programmatic.
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Transparency, AI, and Retail Media Lead the Conversation
This September, Cologne once again became the beating heart of the digital marketing and adtech world. DMEXCO 2025 brought together thousands of professionals across three massive halls dedicated to e-commerce, agency business, and technology companies, creating a unique space to explore how our industry is evolving.
For Adtelligent, DMEXCO 2025 was about more than just presenting our well-known programmatic solutions at the SSP booth (Hall 6 – T014). It was also the first public showcase of the beta version of our Retail Media Platform, presented at the Retail Media booth (Hall 8 – F055). The strong interest and positive feedback from partners confirmed that this product opens new opportunities for brands and publishers to maximize results and scale their business. As our VP of Retail Media, Anastasiya Shmal, shared:
We presented the beta version of our Retail Media Platform, and it was cool to see the real-world feedback., This year we saw how retail media is getting viral — retailers are starting to understand their potential and act on it. I see where the industry can grow, and that’s exactly what we at Adtelligent work for.
One of the strongest messages from this year’s panels and floor conversations was clear: transparency and premium inventory still rule. Fraud-free, IVT-safe, brand-safe supply is non-negotiable. If your inventory isn’t unique and high-quality, you’re simply out of the game.
AI was everywhere, but the discussion has matured. Rather than surface-level hype, the focus of DMEXCO 2025 was on real-world applications: sharper optimization, advanced data partnerships for post-cookie targeting, AI-driven search reshaping consumer behavior, and even AI-assisted video creation. Yet, many creatives emphasized that while AI saves time, true impact still comes from human craft, vision, and authenticity.
Retail Media officially joined the programmatic family. With retailer data now integrated into DSPs and SSPs, advertisers are unlocking smarter targeting and measurable outcomes. Our beta launch of Adtelligent’s Retail Media Platform was right on trend, showing the direction the industry is moving. As Valeriia Khvenko, Head of PMO at Adtelligent, noted:
“It was a real pleasure to meet so many interesting people, hear about their goals, and get feedback on our products. Such conversations are always inspiring and help us grow. Presenting our Retail Media solution together with Anastasiya was a highlight — partners’ strong interest confirmed that this product opens new opportunities for brands and publishers.”
Context, Culture, and the Human Factor
Another notable shift at DMEXCO 2025 is the growing confidence in contextual advertising. As personal identifiers lose viability and consumers become more aware of data collection, contextual targeting is regaining momentum as a privacy-first, sustainable solution.
Global players also stressed the importance of balancing brand consistency with local cultural nuance. Staying true to identity while adapting to diverse markets is what creates meaningful connections in an increasingly borderless ad landscape. Maria Kopytko, Account Manager (SSP) noted:
“The organization was top-notch, though it seemed like there were fewer people this year. Interestingly, big stands like Google and Microsoft were in German — surprising for an international expo. Still, the trends were clear: direct activity, RTB, banners, and of course, video continue to dominate.”
And while technology dominated the stages, human connection was the quiet hero of DMEXCO 2025. Between packed halls, long queues, and countless promotional stands, the real value was found in conversations — reconnecting with colleagues, sparking new partnerships, and sharing ideas.
Highlights and Emerging Trends
- Microsoft Advertising & Copilot showcased how AI is moving from feature to full-fledged platform.
- Inclusive intelligence (EQ, AQ, IQ) is becoming just as important as technological IQ in shaping strategies.
- Search is being redefined: keyword-based SEO is giving way to vector-based, intent-driven, and AI-enabled discovery. Visibility now means “Search Everywhere Optimization.”
- Omnichannel strategies require a mindset shift: reach alone no longer matters; success comes from real-time, truth-based insights.
- B2B marketing is evolving with modular systems, unified logins, and scalable personalization powered by strong data foundations.
- DOOH stood out as a fast-growing channel with stronger representation than ever.
Moving Forward
DMEXCO 2025 made one thing very clear: AI is not a goal in itself. The real winners will be those who align technology, people, and culture to create value — not just for customers, but for society at large.
For Adtelligent, it was energizing to be part of these conversations and to share how our solutions help publishers, advertisers, and retailers thrive in this new programmatic era. From SSP innovations to our new Retail Media Platform, we’re ready to help partners stay ahead.
A big thank you to everyone who visited our booths — familiar friends and new partners alike. This was the most engaged, collaborative, and business-driven DMEXCO we’ve experienced.
As we head into Q4, we carry its spirit with us: Be Bold. Move Forward.