Optimizing your programmatic strategy to maximize media spend

More than ever before, advertisers are concerned over not knowing where and what ads they buy and as a result, are starting to take control over media investments. The question of whether to bring programmatic in-house has been debated at length with no clear answer.

Different avenues are being tested – from running parts of their stack in-house, hiring specialists to oversee their strategy and bringing overall programmatic strategy in house – but one thing is clear: brands are stepping up to make sure they get the most for their media spend.

The Digiday Programmatic Marketing Summit Europe will showcase the strategies of some of Europe’s leading brands and agencies to inspire innovation and challenge the status quo.

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Speakers

  • Bethan Crockett
    DIGITAL RISK director
    GROUPM
  • Amir Malik
    PROGRAMMATIC LEAD
    ACCENTURE
  • Dom Blacklock
    HEAD OF DATA DRIVEN STRATEGY
    THE 7 STARS
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Attendees

Agenda

Wednesday, April 25

  • 1:00 p.m.
    Registration
  • 2:00 p.m.
    State of the Industry & Digiday Challenge Board

    We'll review the top five trends impacting the programmatic marketing industry in Europe right now, and attendees will submit their own challenges to the Digiday Challenge Board.

  • 2:20 p.m.
    Being a CMO in the Age of Transparency

    The role of Chief Media Officer in large advertisers is not new, but it is changing as brands start to question the effectiveness of the media spend. CMOs are being asked to build tech stacks, source data and structure contracts – and if you don’t have a CMO, how do you integrate these skills into your team?

    This keynote will consider how the role of CMO is evolving beyond orchestrating global media deals.

  • 2:40 p.m.
    Brand Appropriateness: What Is Brand Safe These Days?

    As much as there are still publicised cases of brand safety, the debate has shifted to a more nuanced conversation around brand appropriateness.

    One brand’s safety nightmare is another brand’s media buy, and although platforms to adapt to these nuances, the conundrum raises questions of how you manage where is suitable for your ads to make sure that they are being seen by the right audiences.

    The reality is that monitoring can be a huge undertaking, or do you rely on platforms to solve this challenge?

    • Bethan Crockett

      DIGITAL RISK DIRECTOR

      GROUPM

  • 3:00 p.m.
    Brand Safety on YouTube: How Do You Decide?

    2017 saw a number of well-known industry brands get burnt on YouTube with their ads being served against inappropriate content. This debate brings together two well-known industry brands to discuss how they approached this situation, and how they decided to return – or not – and rebuilding trust with YouTube.

  • 3:30 p.m.
    Networking Break
  • 12:00 a.m.
    The Commercial Impact of GDPR: Getting Closer To Your Data

    GDPR is undoubtedly going to change the face of digital media as we know it – advertisers need to know what consumers have given active consent for their data to be used in order to be compliant, meaning that they will want to get closer to the source of data. How will this work in practice and what are the risks?

  • 4:15 p.m.
    What Does 'In-House' Really Mean & Should You Be Considering It?

    A common misconception is that taking your programmatic in-house means cutting out agencies completely, but this is not the case. For most, this means having direct relationships with adtech vendors and having some part of your programmatic strategy managed in-house. BUT, there is no one-size-fits-all.

    This session will bring together different perspectives to discuss what in-house can mean, the benefits and how their relationships evolve when you bring part of your strategy in-house.

  • 4:45 p.m.
    Working Groups

    Attendees will split off into groups focusing on one of three key challenges that programmatic marketers face. With guidance from group leaders, each group will meet throughout the summit to work together on a presentation that outlines how to solve the challenge at hand. These will be presented at the end of the summit.

  • 5:15 p.m.
    Townhalls

    Participants will meet to discuss the biggest challenges their organisations are facing and work together to come up with potential solutions.

  • 5:45 p.m.
    Sandbox Presentations

    These rapid-fire presentations introduce participants to tech providers.

  • 6:15 p.m.
    8-Minute Meetings

    These one-to-one meetings are designed to help connect participants with innovative technology platforms and build valuable business relationships.

  • 7:15 p.m.
    Happy Hour

    Continue the conversation and meet up with participants with some casual drinks and networking.

  • 8:15 p.m.
    Dinner

    Network and enjoy a delicious meal with your fellow attendees during the summit. We'll be making a group reservation at a local restaurant where you'll be able to continue making new connections. Stop by the Digiday registration desk to sign up. Costs at your own expense.

  • 9:30 p.m.
    After-Hours Hangout

Thursday, April 26

  • 8:00 a.m.
    Registration & Breakfast
  • 9:00 a.m.
    The Rise of Transparent Media Buying & the Trust Dynamic

    The last 18 months, there’s been a lot of concern about money that agencies are making through rebate agreements, and this has resulted in an overall industry shake-up with brands wanting to know exactly where their money is being spent and how agencies are benefiting from this – should this be done via different models.

    This session will consider both sides of the argument and ultimately how you can engage with your agency in this dynamic.

    • Amir Malik

      PROGRAMMATIC LEAD

      ACCENTURE

  • 9:30 a.m.
    How the Role of Agencies Has Changed

    Agencies will always present the opportunity to ensure that you stay relevant in the market and at the forefront of adtech innovation, but that’s not to say that their role isn’t continuously evolving.

    With the ad industry constantly changing and currently in a state of consolidation, track how the role of agencies has changed recently and discuss what changes we are likely to see in the future.

  • 9:50 a.m.
    Bringing Together Marketing & Procurement

    Procurement is often a neglected part of the conversation, with poorly negotiated long-term contracts inhibiting the ability to effect change – how do you bring procurement into the mix to ensure agencies are transparent about data, media, and technology costs in a way that delivers maximum value for the brand.

  • 10:20 a.m.
    Latest Developments in Tackling Ad Fraud

    Tackling ad fraud can be tricky – this session will be led by a brand who has taken a systematic approach to stamping out ad fraud.

  • 10:40 a.m.
    Ad Spend Vs. ROI: Premium Audiences at Scale

    Advertisers are starting to come to the stark realisation that they have been significantly overspending on digital with some big names in the industry cutting their adspend without any material impact on their ROI.

    This session considers how to be smarter about adspend, why you shouldn’t be chasing long-term content, focusing on your core audiences and why scale isn’t everything.

  • 11:10 a.m.
    Networking Break
  • 11:30 a.m.
    Working Groups

    Groups will reconvene to discuss their challenges and with guidance from their group leaders, work to uncover potential solutions.

  • 12:00 p.m.
    Townhall

    Participants will meet to discuss the biggest challenges their organizations are facing, and work together to come up with potential solutions.

  • 12:30 p.m.
    Sandbox Presentations

    These rapid-fire presentations introduce brand and agency participants to tech providers.

  • 1:00 p.m.
    Lunch
  • 1:45 p.m.
    Afternoon Activities

    This is free time, so spend it as you see fit: catching up on work, relaxing or mingling with new friends.

  • 5:30 p.m.
    Working Group Encore
  • 6:00 p.m.
    8-Minute Meetings

    The 8-Minute Meetings are designed to help connect participants with innovative technology platforms and build valuable business relationships.

  • 7:00 p.m.
    Happy Hour

    Continue networking with casual cocktails.

  • 8:00 p.m.
    Dinner

    Network and enjoy a delicious meal with your fellow attendees during the summit. We'll be making a group reservation at a local restaurant where you'll be able to continue making new connections. Stop by the Digiday registration desk to sign up. Costs at your own expense.

  • 9:30 p.m.
    After-Hours Hangout

Friday, April 27

  • 8:00 a.m.
    Registration & Breakfast
  • 9:00 a.m.
    Digiday Townhall Presentation
  • 9:15 a.m.
    Working Group Leaders' Feedback

    Working group leaders will present their group’s findings after three days of discussion and deliberation.

  • 9:30 a.m.
    Mobile Is Eating the World: Here's What You Need to Know About Mobile Programmatic

    The whole world has gone mobile and mobile programmatic poses enormous challenges for brand marketers in a way that programmatic did five years ago. This session will give you an overview of what you need to know about mobile programmatic and how this will affect your business.

  • 9:50 a.m.
    Data Led Audience Buying for Above-the-Line Media
    • Dom Blacklock

      HEAD OF DATA DRIVEN STRATEGY

      THE 7 STARS

  • 10:10 a.m.
    The Bigger Picture of Programmatic: Viewing Your Digital Strategy From the Top
  • 10:40 a.m.
    Performance Driven Remuneration Models
  • 11:00 a.m.
    5 Things We've Learned

    We’ll summarize the event with the top themes that have emerged through three days of content.

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Palacio Estoril
Rua Particular
2769 - 504 Estoril, Portugal
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To book your stay at Palacio Estoril, please use this link and use the code DIGIDAYEVENT .

Please note: The cut-off date for this rate is March 27.

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More Information

For speaking opportunities:

Email Keran Boyd

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