Observed Signal · Sep 18, 2026 · Commentary · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
Dmexco 2026: Scaling Intelligence Starts with Scaling Quality
In a guest commentary for Horizont, Rasmus Giese, CEO of United Internet Media, argues that the DMEXCO 2026 motto 'Scaling Intelligence' is timely, but scaling AI in advertising requires scaling high-quality data as its foundation. He emphasizes that AI is now integral to strategy planning, yet the technology must demonstrate measurable contributions to business success. Giese stresses the importance of making high-quality data usable across publisher and marketer boundaries, implying that data interoperability and quality are critical for effective AI-driven advertising. The article calls for a focus on data quality and collaboration across the ecosystem to enable true scalability of intelligence.
High-profile commentary from a major German ad-tech leader on AI scaling and data quality, relevant to the industry but not introducing new products or events.
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Key Takeaways & Evidence Grounding
- Rasmus Giese, CEO of United Internet Media, wrote a guest commentary for Horizont.
- The article discusses the DMEXCO 2026 motto 'Scaling Intelligence'.
- Giese argues that scaling AI requires scaling high-quality data.
- He emphasizes making data usable across publisher and marketer boundaries.
- The publication date is September 18, 2026.
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DMEXCO 2026: Scaling Intelligence at Koelnmesse
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