Sign of the times: Marketers flock to Dmexco for direct deals with ad tech

Advertisers may be hard to come by in the crowded halls of Dmexco, but those present are looking to build direct relationships with ad tech vendors, which agencies once did on advertisers’ behalf. Gauging whether marketers are out en masse at the Koelnmesse in Cologne, Germany, is like trying to see how much of your marketing budget actually reaches a publisher.Read the full article