In a few days, thousands of professionals from some of the world’s biggest ecommerce companies will assemble at Europe’s leading digital marketing and tech event – DMEXCO 2024 – to discuss the hottest themes and topics in the world of ecommerce.
What can we expect as the key takeaways from this year’s agenda? Gen AI, retail media networks, social commerce, third-party cookies… there’s a session for every trend shaping the industry.
Key topics and sessions at DMEXCO 2024
1. Winning with AI
Salesforce’s Marc Benioff says, “Artificial intelligence and generative AI may be the most important technology of any lifetime.” And he’s not wrong, especially when it comes to ecommerce. From differentiating your brand voice and tone, creating personalized campaigns, enhancing search, generating perfect product data, and improving overall customer experience, the applications of AI in this space are limitless.
Companies are no longer just experimenting with AI. They’re adopting it across teams, processes, and verticals with a detailed roadmap for the future in pursuit of long-term savings. For instance, we’re seeing a huge shift toward AI-powered product content where brands can turn raw product data into channel-specific, audience-tailored product listings at a mass scale.
Learn how you can leverage AI to grow your business from experts at Google and Microsoft.
- Don’t miss:
Building the future of search and ads in the AI era (Sept. 18, Centre Stage)
- Speaker:
Brendon Kraham, Vice President, Search & Commerce Global Ads Solutions, Google
Prompting the new era of search and Gen AI (Sept. 18, Centre Stage)
- Speakers:
James Murray, Global Product Marketing Lead for Generative AI, Microsoft Advertising
Amanda Richman, Vice President, Global Media Sales, Microsoft Advertising
2. Leveraging retail media networks to boost brand visibility and ROAS
They’re calling it the future of digital advertising. Retail media networks (RMNs) are projected to reach $100 billion in the next three years. With the increased demand for first-party data and the disruption of traditional channels, RMNs are quickly becoming a focal point of every ecommerce strategy.
Brands gain access to hyper-specific audiences and can optimize campaign performance through effective budget allocation. For retailers, ad sales within RMNs typically command high-profit margins, ranging from 70-90%.
Whether you’re a brand or a retailer, find out how you can prepare for new channels like retail media as the future of performance marketing evolves. I’ll be leading a special session that looks at the evolution of product data and how it fits in modern commerce.
- Don’t miss:
Retail media and beyond (Sept. 18, E-Commerce Stage)
- Speaker:
Alwin Schauer, Chief Revenue Officer, Productsup
3. Data privacy amidst Google’s decision to keep third-party cookies
After promising to phase out third-party cookies from Chrome a couple of years back, Google made a bold call this year to retain them. Google has long used third-party cookies to track users' activity across the web and serve them highly targeted and relevant ads.
“Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time,” said Anthony Chavez, Vice President of Privacy Sandbox, Google.
Privacy Sandbox, a proposed suite of cookie alternatives, will provide users a one-time prompt to set preferences that will apply across Google browsing experiences.
Interested to know more about Google’s Privacy Sandbox?
- Don’t miss:
Privacy sandbox: Ad measurement and reporting without 3P cookies
(Sept. 18, Google Masterclasses)
- Speakers:
Sven May, Senior Customer Solutions Engineer, Google
Lidia Schneck, Strategic Partner Development Manager, Google
4. Rise of new-age social commerce channels
Social commerce has thrived in 2024, and it has an even brighter outlook for 2025, projected to reach $1.2 trillion. Combining content and commerce, it enables businesses to sell directly on social media channels. TikTok Shop, one of the major players in this space that made its US debut only a year ago, aims to tenfold its ecommerce volume to $17.5 billion by this year’s end. On Instagram, 44% of users now use the app to shop on a weekly basis, propelling its ad revenue to more than $50 billion in 2023. Additionally, Pinterest has introduced an API for shopping that includes additional catalog management and metadata capabilities to improve product information.
Find out what’s in store for social commerce at TikTok.
- Don’t miss:
TikTok: Driving growth into the future (Sept. 18, Centre Stage)
- Speaker:
Thomas Wlazik, General Manager Global Business Solution DACH & Israel, TikTok Germany GmbH
Watch out for Productsup at DMEXCO 2024!
When you’re not busy attending sessions, come visit our team at Hall 7.1, Booth D-011. We’d be happy to discuss all of the above trends and show you how our Product-to-Consumer (P2C) platform lowers costs, expands reach, and drives revenue for thousands of global brands and retailers – like kaiserkraft (increased revenue by 68%) and ALDI (increased reach on Google by 30%).
Reserve a meeting at our booth
In the meantime, check out some of our relevant resources:
- Upcoming webinar: Commerce trends: 2025 and beyond
- Guide: The state of smart commerce: AI’s impact on buying and selling