With the summer behind us and the fourth quarter looming, we’re ramping back up to finish the year out strong with events at 4C. September brought large industry events to countries around the world, including dmexco in Germany and Social Media Week in London. The convergence of TV and social media was a hot topic at each event, and our team was happy to see that industry is feeling the same forward momentum that we are.

With a theme like “Reimagining Human Connectivity,” it’s little wonder why the discussion at Social Media Week London quickly turned to the blurring of TV and social media. The word of the year seems to be “video” – whether that’s live-streamed video, vertical video, or the ever-popular disappearing videos.

These conversations fit seamlessly between the TV and social worlds. TV is still a powerhouse, but it can learn a lot from social media, especially with the dawn of addressable TV (don’t call it programmatic). The industry seems to be in agreement with us, and we’re excited to see the convergence continue over the next year.


This year’s dmexco was bigger than ever with over 50,000 attendees, over 1,000 exhibitors and over 600 top industry speakers who gathered at the conference in Germany to learn about the latest industry trends and innovations. WPP’s Sir Martin Sorrell and Twitter’s Jack Dorsey were some of the names in the digital industry who attended.

The 4C team had an eye-catching stand that really stood out in the expo hall. Our team also had the opportunity to meet with many of our clients and partners. Conversation at dmexco repeatedly came back to addressable TV, with 79% of attendees saying they believe the technology will change the future of advertising.


While our team in Europe was busy in London and Cologne, some of our New York team attended MediaPost’s OMMA Social as a part of Advertising Week. Focusing on influencer marketing, the conversation frequently returned to the importance of social media in choosing influencers and emphasized social engagement rather than just the number of followers. As influencers become frequently sought-after, the industry is searching for a method to the madness of finding a good match. Social affinity between brands and influencers provides a solution based on insights rather than follower count.

It’s an exciting time to be in the media technology industry, and we’re looking forward to helping lead The Future of Media. The last few months of 2016 are full of events for our teams around the world, so check out our events calendar and let us know if we’ll see you on the road.