Some Companies Question Dmexco's Move to Hold Ad Tech's Biggest Event

Germany is lifting restrictions, but some companies question the global festival


There’s no Oktoberfest. Professional soccer will resume, but without fans. Will ad tech become another casualty of the pandemic?

Attendees and exhibitors are questioning the viability of ad tech’s biggest industry event, Dmexco. While its host country of Germany has begun to relax restrictions and reopen businesses after two months of coronavirus-induced lockdowns, multiple companies have told Adweek they have serious reservations about attending the event, with some believing it should be canceled outright.

“The utility of Dmexco is it’s [a] jam-packed, meeting-upon-meeting, elbow-to-elbow environment.

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