‘Advertisers are actively trading reach for confidence’: What the industry learned at DMEXCO 2026

Excerpt from Performance Marketing World's ‘Advertisers are actively trading reach for confidence’: What the industry learned at DMEXCO 2026

DMEXCO has come and gone for another year, but the 2026 edition of the event was like no other, with tech even more at the forefront than usual.

James Mcdonald, Co-Founder & CRO, Limelight Inc.:

"We went into DMEXCO expecting a slightly quieter year, but I couldn't have been more wrong. Our pre-drinks were the best we've had, and the atmosphere was amazing.

AI was, unsurprisingly, everywhere. But what interested me most were the conversations with clients and partners about moving beyond the walled gardens. There's a real appetite for greater freedom and independence, with businesses wanting more control over their technology choices and how they operate, rather than being tied to someone else's ecosystem. They want the flexibility to choose their own partners and technology, and ultimately control their own story. For me, that was one of the biggest takeaways."