Observed Signal · Sep 25, 2026 · Market Signal · Source: Adtelligent · Impact: 5/5
5 Adtech Trends from DMEXCO 2026
DMEXCO returned to Cologne on September 23-24 under the official theme 'Scaling Intelligence.' The message behind the theme was straightforward: AI has moved beyond experimentation, and the industry is now being asked to prove where it creates measurable operational and business value.
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Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
carrier.com adopts agentic standard brand.json
carrier.com has published a live brand.json manifest, establishing machine-readable autonomous agent delegation capabilities under protocol specifications.
carrier.com adopts agentic standard adagents.json
carrier.com has published a live adagents.json manifest, establishing machine-readable autonomous agent delegation capabilities under protocol specifications.
Google Unifies YouTube Shorts and Open Web Buying
Google Marketing Platform announced its Unified Vertical Video strategy at Programmatic IO, enabling advertisers to buy YouTube Shorts and open web inventory through DV360. Previously, Shorts could only be bought via Google Ads with Demand Gen or PMax. The new approach aims to extend walled garden budgets to the open web. Gemini AI will handle creative resizing and campaign optimization across formats. The article also discusses Meta's self-promotion of its Muse AI agent and the potential risks of AI agents, including bank runs, as theorized by Apollo's chief economist. Additionally, it notes the launch of AgenticAdvertising.org's first board and the appointment of Will Hanschell as group CTO at Brandtech.
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