All conferences share a common goal — networking, partnerships and growth. But each one is different in many ways. We all set specific objectives for every event and how well these goals are achieved can shape future opportunities.
While many teams contribute, the main responsibility often falls on the business development leaders.
In this Q&A, Nina Pyvovar, Head of Business Development at Aceex, and Ihor Bazeliuk, Business Development Manager at Attekmi share their approach to making conferences like DMEXCO 2025 truly effective, turning meetings into actionable partnerships and long-term business value.
What changes have you noticed in B2B partnerships over the past 2-3 years?
Nina:
I’ve noticed a clear shift towards transparency and clarity, not just in reporting, but in expectations, timelines, and communication. People aren’t looking for polished pitches. They want to know what’s really happening, and how we can build something meaningful together.
Ihor:
In AdTech, the biggest shift I see is that the sell side is carrying more weight, and everyone wants to be closer to the traffic source.
Publishers, media owners, networks, SSPs, and exchanges increasingly want full control over their supply — not just dashboards, but actual bid request allocation optimizations, floor pricing, direct demand integrations, and more. They want their own infrastructure, their own data, and the ability to monetize efficiently. That’s why white-label technology is gaining real traction. At Attekmi, we help partners manage, control, and distribute traffic across multiple demand sources efficiently, evolving with them side by side.
Another important trend is the emphasis on strategic, long-term partnerships. With access to premium supply and demand getting tougher, focusing on immediate results is no longer enough. Leading companies are now developing ecosystems with trusted partners, resulting in collaborations that are more meaningful, stable, and sustainable.
How do you prepare for a major conference to get the most value from every meeting?
Ihor:
Preparation is the foundation of a successful event. Before DMEXCO or any major conference, I review the attendee list carefully and reach out to potential prospects well in advance. DMEXCO’s app makes this easy — it’s like LinkedIn, with filters, messaging, and meeting scheduling. It’s also a great opportunity to reconnect with familiar faces before their calendars get fully booked.
I also make sure to have backup meetings ready. Conferences are dynamic — meetings often shift, get bumped, or drop entirely because someone runs long, meets a friend, or simply misses their slot. Add to that 40,000 visitors in one place, and networking can easily turn chaotic, so having a backup plan is essential to ensure you still walk away with high-value conversations.
Another important point is to decide exactly where to meet your clients, as the venue is huge. I always review the map upfront and suggest meeting close to noticeable landmarks, well-known booths, or food courts. If you have a booth, of course, that’s more convenient. Regardless, it’s always necessary to stay in touch with all potential meetings via chat or email to coordinate on the floor in case of unexpected changes.
Finally, I set clear objectives for each interaction — whether that’s a demo, a follow-up call, or understanding their setup/needs/plans better. Preparation isn’t just about filling the calendar; it’s about being flexible and making sure every interaction counts.
Nina:
There’s no secret ingredient for that, I simply dedicate time and energy to making sure I’m meeting the right people. I treat every conversation as a potential collaboration. I do my research, come in prepared, and stay open to finding real alignment.
Which skills and approaches to networking work best today?
Nina:
Honesty, persistence, and flexibility. I try to always talk as a person to another actual person, not just a professional to professional. Mindset means a lot.
Ihor:
In my opinion, the most important skill today is listening with intent. You need to really understand a partner’s pain points — whether that’s latency, transparency, scalability, or technical limitations. Personally, I love listening to partners; the more I hear, the more context I gain, and over time, just a few words can tell you exactly what challenge they’re facing.
Too many people rush to pitch, but the real value comes from listening first. That’s when you can position your solution — in our case, Attekmi’s white-label ad serving tech — as the infrastructure to solve their problems, giving them control, independence, and customizability.
Authenticity is equally important. Networking isn’t about collecting contacts or LinkedIn connections — it’s about building trust, so every new contact has potential to grow into a long-term, strategic partnership. Even conversations with people who aren’t immediate prospects are valuable, as events like DMEXCO are perfect for informal discussions, spotting trends, and gaining insights you might not get elsewhere.
How can you combine efforts with partners to create joint business opportunities?
Ihor:
In AdTech, your reputation, approach, and experience matter just as much as technology. Building partnerships isn’t just signing contracts; it’s staying in touch, understanding what’s happening under the hood, and keeping a pulse on the market.
Our partners bring exclusive supply, strong demand, or unique market access, while Attekmi provides robust infrastructure, operational expertise, and integration support. When we combine these strengths, we can optimize yield, fill rate, and overall bidding performance.
The real value emerges when both sides contribute. Our technology, plus our partners’ market leverage, allows us to unlock new revenue streams and long-term business opportunities that wouldn’t exist otherwise. It’s this collaborative approach that defines modern AdTech partnerships.
Nina:
It starts with trust and mutual clarity. If both teams understand each other’s strengths, needs, and limitations, then the roadmap builds itself.
What are your expectations for DMEXCO 2025, and how do you plan to integrate new contacts into your business strategy?
Nina:
I don’t have any overhyped expectations, but I do believe in the power of an event like DMEXCO. It’s a chance to meet partners in person and have great conversations that can shape your Q4 roadmap.
The key is a strategic approach, no chaotic integrations. Every connection we pursue should have potential to grow business on both sides. We value each side’s time and effort, and want to build an effective ecosystem around us.
Ihor:
These are definitely going to be two extremely busy days. I’m looking forward to all the scheduled meetings — and the unexpected ones, too. There will be plenty of conversations about the latest AdTech trends, from the growing impact of AI to the increasing importance of supply-path optimization.
For me, conferences like DMEXCO are one of the best ways to share experience and learn something new. Even informal chats on the floor can turn into valuable insights or unexpected opportunities.
When it comes to new contacts, I start by categorizing them. Some will be potential strategic partners, others are industry leaders whose insights can help us refine our approach, and a few will be exploratory conversations that could lead to future collaborations. My team and I look forward to all conversations, as they help us map market needs, identify opportunities, and continue discussions post-event in a virtual mode — aligning on plans, requirements, and potential developments. This approach builds trust and credibility, showing that we understand our partners’ business and can deliver real value.
At the end of the day, I see DMEXCO as a true launchpad for strategic partnerships. Even a short conversation can spark something significant, and that’s exactly why I’m excited to be there.
From Meetings to Momentum
Effective partnerships are not about the number of contacts, but their quality and long-term value. According to Nina and Igor, strategic preparation, clear goals at conferences, and the right networking approach enable B2B leaders not only to uncover new opportunities but also to integrate them into business strategies that actually deliver results. In a fast-changing AdTech landscape, these are the approaches that separate those who stay ahead from the rest.
