Embracing the Dominance of Mobile and Video Consumption 

In our session on the tech stage, our Managing Director, DACH, Phillip Laudien, made the point that mobile and video consumption continue to dominate trends seen on the open internet. This was reinforced on the second day, by our CEO, David Kostman, who expanded on this by saying it’s not just a trend we’re seeing with Gen Z but across audiences. The need for highly immersive and engaging content that appeals to users. In conversation with our EVP Global Publishers, Stephanie Himoff, Axel Springer’s Robert Blanck expressed optimism about the potential for scaling vertical video initiatives, emphasizing that there’s already a significant demand from brands for this type of content. 

Together they went on to discuss how tech innovation can champion user experience on the open internet and offered solutions for publishers looking to unlock new revenue streams and for new ways to engage audiences in an industry ruled by walled gardens.

Navigating the Evolving Landscape of Digital Privacy 

Another critical theme at the event focused on the evolving landscape of digital privacy, particularly in light of Google’s decision to retain third-party cookies. In a session featuring Group M, Index Exchange, and Integral Ad Science, Outbrain’s Managing Director, EMEA, Lissi Mack-de Boer underscored the company’s commitment to a privacy-forward future. This is due to our extensive data catalog, which leverages diverse contextual data points that don’t rely on unique identifiers. This strategic advantage means that our fundamental operations and future plans remain strong.  

Lissi went on to explain how we are utilizing AI across our business, specifically Predictive Demographics on the Outbrain DSP, which offers brands an AI-driven targeting solution that enables them to reach relevant demographic audiences without relying on privacy-infringing third-party cookies. Campaigns have shown that Predictive Demographics delivers up to 10x more impressions than Eyeota cookie-based segments (2023).

Unlocking the Vast Potential of the Open Internet

The channels of the open internet today are vast and fragmented, presenting both challenges and opportunities for advertisers and publishers. Outbrain’s session explored the estimated $175 billion opportunity within the open internet and the company’s pivotal role in addressing the evolving needs of the advertising ecosystem. By offering insights into the integration of walled garden capabilities into the open internet, Outbrain showcased its commitment to driving outcomes and addressing the evolving landscape of digital advertising.

In all our sessions we reinforced our commitment to supporting independent journalism. According to Prohaska Consulting and Advertiser Perceptions ‘The Rebranding of News’ Research revealed that 81% of participants asked, agreed that advertising aligned with responsible news journalism has a positive impact on the advertiser’s brand and at Outbrain we see this opportunity to engage audiences for publishers, provide enhanced capabilities for advertisers and ultimately provide great experiences for the user.

By combining forces with Teads, there is a large opportunity to build a platform that can enable brands to not only reach audiences across the open internet, but drive the ROAS that have made walled gardens so successful. Our union will bring together two highly-complementary category leaders together, giving marketers a scaled full-funnel solution. We believe that together, we’ll have the opportunity to enable advertisers to drive measurable outcomes from audiences everywhere they consume media — from CTV to digital. 

Outbrain’s CEO David Kostman discussed the unique capabilities of both businesses, highlighting Outbrain’s proven prediction and performance expertise. When combined with Teads’ leading video and branding solutions, and their position as a strategic partner to the world’s marquee brands, the new company will be uniquely positioned to address the full range of marketer needs on the open internet. Kostman also reiterated that the combined company will strive to offer the most premium, effective media experiences and environments to brand partners — maintaining the level of service and standards Teads partners rely on today.

Kostman also noted that the companies are currently in the Post Merger Interaction (PMI)  period, and whilst we are excited for this new opportunity, we are still operating as two separate companies and hyper-focused on delivering the solutions our respective clients have come to rely on. 

As the industry continues to evolve, these key takeaways from DMEXCO 2024 provide valuable insights for advertisers and publishers. The event showcased the industry’s commitment to addressing the challenges and opportunities presented by the evolving digital landscape, offering a glimpse into the future of digital marketing and advertising.