Comms to commerce: adtech innovations that got marketers talking at Dmexco [Video]

The Drum takes a ‘dodgem dash’ through the insights and innovations in adtech and retail media, overheard at Dmexco 2024.

Marketing is speeding down the fast lane, with adtech and retail media taking the wheel. The marketing funnel isn’t what it used to be. The lines between communication and commerce continue to blur. Cutting-edge technologies are not only reshaping how brands communicate but converting those conversations into real-world transactions.

As leaders gathered in Cologne for Dmexco 2024, The Drum hit the ground running (and also got in a dodgem – watch above for more on that) to catch up with industry leaders to uncover how emerging technologies like AI, retail media, and privacy-first strategies are driving the marketing world toward a more connected, data-driven future, transforming how brands connect with consumers and drive business results.