Having become one of the must attend forums for global digital professionals, dmexco 2017 begins in Cologne today. The two-day forum has positioned itself as a platform that is purely focused on business and in indentifying trends that will assist marketers and business leaders in their every day decision making.

On day one, the speaker line up, that this year is spread across several tracks will see names such as Facebook’s COO Sheryl Sandberg, WPP’s CEO Sir Martin Sorrell, P&G’s Chief Brand Officer Marc Pritchard and Twitter’s CEO and Co-Founder, Jack Dorsey as some of its key speakers.

The event has also upped its focus on the startup ecosystem and has dedicated an entire area named as the startup village.

One day of the event, the expectations are not only to hear more on trends shaping up the business but also to know the advancements in technology that are impacting marketing and newer ways to allow for reduction of wastage in advertising, leveraging tech.

The forum will also delve on the realities for advertisers while facing the challenges and opportunities of a digital economy.