DMEXCO

The adtech market thrives on data - but how reliable are the metrics on which marketing decisions are based? Advertisers rely on KPIs such as viewability, engagement rates and conversions, but non-transparent supply chains, data manipulation and unclear measurement methods often call the credibility of these values into question.

Where does the data used come from? How reliable are the reported KPIs? And which technologies, in particular AI-supported analysis tools, can help to validate data quality and performance reporting? This panel will shed light on the challenges surrounding transparency in the adtech industry and show which strategies and tools companies can use to rely on robust figures.