This article was originally published in AdExchanger. You can read the full article here.

The Digital Marketing Exposition & Conference (Dmexco) kicks off Wednesday in Cologne, Germany, the first event since its main organizer parted ways with the conference’s co-founders.

That led some marketers to question the future of the conference and if it would remain a “must-attend” among the ranks of CES and Cannes Lions. But it seems many attendees are ready to let the drama die out.

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Lewis Rothkopf, MediaMath’s GM of media and growth channels, predicts the tone at Dmexco to be even more serious than in years’ past.

“Ad tech is growing up – and that’s a good thing,” Rothkopf said. “Amidst privacy and measurement scandals, programmatic auction games and the persistence of fraud in the ecosystem, it’s become crystal clear that marketers deserve better.”

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