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

  • Dom Blacklock
    HEAD OF DATA DRIVEN STRATEGY
    THE7STARS
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  • Bethan Crockett
    DIGITAL RISK director
    GROUPM
  • Calvin Field
    DIGITAL ACQUISITIONS MANAGER
    HSBC
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  • Zuzanna Gierlinska
    HEAD OF PROGRAMMATIC, EMEA
    SPOTIFY
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  • Nick Graham
    GLOBAL director OF DIGITAL MARKETING & MEDIA
    HUAWEI
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  • Pauliina Jämsä
    GLOBAL SENIOR ONLINE MARKETING MANAGER
    SIEMENS
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  • Amir Malik
    PROGRAMMATIC LEAD
    ACCENTURE
  • Jon Ones
    HEAD OF DIGITAL
    DURACELL INTERNATIONAL
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  • Gawain Owen
    DIGITAL STRATEGY director
    JELLYFISH
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  • Andre Rood
    DISPLAY ADVERTISING director
    MEDIAMONKS
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  • Nik Roope
    CO-FOUNDER & ECD
    POKE LONDON
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Agenda

Wednesday, April 25

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

    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.

    • Jess Davies

      UK EDITOR

      DIGIDAY

  • 2:20 p.m.
    Leading a Global Media Team in the Age of Transparency
    Atlantic Room

    Having a media team to manage relationships and execute marketing strategy in large advertisers is not new, but as models start to change, so too does the role of these teams. Brands are being asked to build tech stacks, source data and structure contracts – and with the ever-changing ecosystem and new approaches to working with the supply chain, leading this effort can be quite a task.

    Nick Graham from Huawei will consider how this role has evolved beyond orchestrating global media deals.

     

    • Nick Graham

      GLOBAL DIRECTOR OF DIGITAL MARKETING & MEDIA

      HUAWEI

  • 2:40 p.m.
    The Next Phase of Brand Safety
    Atlantic Room

    The context of brand safety is changing as new data regulations and quality-enabling industry initiatives are changing the way we address concerns. In this session, GroupM brand safety and digital risk director, Bethan Crockett will discuss the future of brand safety and how you should be approaching transparency, tracking and measurement.

    • Bethan Crockett

      DIGITAL RISK DIRECTOR

      GROUPM

  • 3:00 p.m.
    Let's Talk Video Programmatic
    Atlantic Room

    The need for dynamic creative to serve different audiences is a key trend in the industry with marketers realising that this has been neglected as programmatic has matured. In this session, Media Monks will walk you through what is creatively possible for video programmatic, and how you can serve attention grabbing creative tailored to your audiences.

    • Andre Rood

      DISPLAY ADVERTISING DIRECTOR

      MEDIAMONKS

  • 3:30 p.m.
    Networking Break
    Imperial Room
  • 3:50 p.m.
    Context vs. Cookie Chasing: Why We Have to Fundamentally Alter the Way We Target
    Atlantic Room

    Data privacy regulations are changing the way that we target users and with the death of the cookie upon us, we will have to prioritize context to ensure brand safety and push premium content. How do we make sure that context is king in this new media world?

    • Zuzanna Gierlinska

      HEAD OF PROGRAMMATIC, EMEA

      SPOTIFY

  • 4:10 p.m.
    Inside Duracell's Hybrid In-House Model
    Atlantic Room

    Duracell operates a basic hybrid model as far as their programmatic strategy. This allows Duracell to maximize working media investments by (i) Managing reach & frequency across digital touchpoints; (ii) Mitigating the risk of financial loss due to un-transparent fees in today’s digital ecosystem; (iii) Minimizing exposure loss due to non-human traffic, viewability issues or KPI misalignments.

    Hear about the benefits of operating this model and how Duracell’s supply chain relationships have evolved over the last 12 months.

    • Jon Ones

      HEAD OF DIGITAL

      DURACELL INTERNATIONAL

  • 4:30 p.m.
    Working Group Session
    Atlantic Room & Parksuite

    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.

    The topics for this year's working groups are:

    Taming the Wild West of Ad Tech

    The GDPR Outlook

    Tightening the Brand Safety Belt

    • Mary Keane-Dawson

      CEO & CO-FOUNDER

      TRUTH MEDIA AGENCY

    • Lorea Amezua

      GLOBAL DIGITAL LEAD

      STARCOM

    • Katherine Lundin

      PROGRAMMATIC BUSINESS LEAD

      SCREAM MEDIA

  • 5:00 p.m.
    Town Hall
    Parksuite

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

  • 5:45 p.m.
    VIP Welcome Reception
    Europe Room

    Brands and agencies only

  • 6:00 p.m.
    8-Minute Meetings
    Europe Room

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

  • 7:00 p.m.
    Cocktail Reception
    Imperial Room

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

  • 8:00 p.m.
    Dinner with Strangers

    Network and enjoy a delicious meal with your fellow attendees during the summit. We've made a group reservation at Bougainvillea Terrace Restaurant located in the hotel, where you can continue making new connections. Stop by the Digiday registration desk to sign up. Costs are at your own expense.

  • 9:30 p.m.
    After-Hours Hangout

    Close out the first day with a night cap at Bar Estoril. This hotel bar was a famous spot for spies during the Second World War and now it's prized for it's stylish ambiance. Stop by the Digiday registration desk to sign up. Costs are at your own expense.

Thursday, April 26

  • 8:30 a.m.
    Registration & Breakfast
    Europe Room
  • 9:30 a.m.
    Opening Remarks
    Atlantic Room

    Recap the themes of the summit and hear the latest research insights from Digiday+.

    • Jess Davies

      UK EDITOR

      DIGIDAY

  • 9:45 a.m.
    In-Housing: Friend or Foe?
    Atlantic Room

    The winds of change are sweeping through the digital ecosystem, and the skills needed to execute a brand marketing strategy can exist in almost total isolation of one another depending on your stack, team DNA and strategy. Deciding what you want to achieve can be chicken-and-egg when evaluating your internal resources – how do you make sense of it all?

    • Gawain Owen

      DIGITAL STRATEGY DIRECTOR

      JELLYFISH

  • 10:05 a.m.
    So Long, Siloes: Creating an End-to-End Channel Strategy
    Atlantic Room

    The days of siloed channel strategies are numbered as brands look to define a unified end-to-end strategy play. They want control over their stacks, direct relationships in their supply chain and a transparent account of their media spend. Where do brands begin when creating and transitioning to this strategy? What are the key elements brands should be looking at?

    • Amir Malik

      PROGRAMMATIC LEAD

      ACCENTURE

    Moderator
    Seb Joseph
  • 10:25 a.m.
    Is Collaboration The New Model?
    Atlantic Room

    Marketers doing more for themselves doesn't have to be the end of the agency model. Marketers still need specific expertise to navigate a murky programmatic supply chain and are looking for agencies with the right, transparent business models to guide them.

    Are we moving towards a place where collaboration between clients and their supply chain is the new norm?

    This session will unpack the complexities of moving to more collaborative relationships  where you use partners strategically and how to work together to add value and achieve respective goals.

    • Pauliina Jämsä

      GLOBAL SENIOR ONLINE MARKETING MANAGER

      SIEMENS

  • 10:55 a.m.
    Reintroducing Creative into Programmatic
    Atlantic Room

    When it comes to winning new customers, HSBC is focusing on what it can do with the expertise it currently has. This means building a strategy focused on increasing reach, while reducing waste. From optimizing the creative to the way they approach new tech integrations in their stack, their hybrid-model is set up to maximize engagement through small, but powerful adjustments.

    • Calvin Field

      DIGITAL ACQUISITIONS MANAGER

      HSBC

  • 11:15 a.m.
    Networking Break
    Imperial Room
  • 11:40 a.m.
    Working Group Session
    Atlantic Room & Parksuite

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

    Taming the Wild West of Ad Tech

    The GDPR Outlook

    Tightening the Brand Safety Belt

    • Mary Keane-Dawson

      CEO & CO-FOUNDER

      TRUTH MEDIA AGENCY

    • Lorea Amezua

      GLOBAL DIGITAL LEAD

      STARCOM

    • Katherine Lundin

      PROGRAMMATIC BUSINESS LEAD

      SCREAM MEDIA

  • 12:20 p.m.
    Town Hall
    Parksuite

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

  • 12:50 p.m.
    Sandbox Presentations
    Parksuite

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

    12:50 p.m. - The Media Trust

    • Matt O’Neill

      GENERAL MANAGER, EUROPE

      THE MEDIA TRUST

  • 1:00 p.m.
    Lunch
    Europe Room
  • 1:30 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.

    Or take advantage of the Palacio Estoril's premier golf course overlooking the sea. Visit their site here to book a tee time at a discounted price, and rent the equipment you need from clubs, a buggy, and even golf shoes.

  • 5:15 p.m.
    Working Group Session
    Atlantic Room & Parksuite

    This is it: all working groups get one last chance to finalize their presentations for tomorrow's reports.

    Taming the Wild West of Ad Tech

    The GDPR Outlook

    Tightening the Brand Safety Belt

    • Mary Keane-Dawson

      CEO & CO-FOUNDER

      TRUTH MEDIA AGENCY

    • Lorea Amezua

      GLOBAL DIGITAL LEAD

      STARCOM

    • Katherine Lundin

      PROGRAMMATIC BUSINESS LEAD

      SCREAM MEDIA

  • 6:00 p.m.
    8-Minute Meetings
    Europe Room

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

  • 7:00 p.m.
    Cocktail Reception
    Imperial Room

    Continue networking with casual cocktails.

  • 8:00 p.m.
    Dinner with Friends

    Enjoy a delicious traditional Portuguese meal with your fellow attendees. We've made a group reservation at Deck Bar located down the street from the hotel. Stop by the Digiday registration desk to sign up. Costs are at your own expense.

  • 9:30 p.m.
    After-Hours Hangout

    Near the water is Reverse Pool & Lounge where you can enjoy the last night of the summit on their bar deck. This bar is sure to have the trendy cocktail you are looking for. Sign up at the Digiday registration desk. Costs are at your own expense.

Friday, April 27

  • 8:30 a.m.
    Registration & Breakfast
    Europe Room
  • 9:30 a.m.
    Digiday Mind Map
    Atlantic Room

    We'll share key takeaways and what we heard during yesterday's town hall discussion.

  • 9:45 a.m.
    Working Group Leaders' Feedback
    Atlantic Room

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

    • Mary Keane-Dawson

      CEO & CO-FOUNDER

      TRUTH MEDIA AGENCY

    • Lorea Amezua

      GLOBAL DIGITAL LEAD

      STARCOM

    • Katherine Lundin

      PROGRAMMATIC BUSINESS LEAD

      SCREAM MEDIA

  • 10:00 a.m.
    Exploring Programmatic Through King's World of Mobile Gaming
    Atlantic Room

    Given the vast sums of money flowing into programmatic video, King could be well-placed to take a slice this growing revenue pie. Building on what is a in-app purchase business worth over a $1 billion, the gaming company is trying to monetize the game-playing experience.

    Through King’s innovative approach to ad formats, and its willingness to engage on industry-wide issues such as transparency and brand safety, the gaming company is set to master mobile programmatic.

    • Greg Carroll

      DIRECTOR PROGRAMMATIC ADVERTISING

      KING

  • 10:30 a.m.
    Data-Led Audience Buying for Above-the-Line Media
    Atlantic Room

    The media world has gone data mad, and with GDPR coming up and ePrivacy on the cards, this environment is only going to get more complex. This session considers the broader context for data-led audience buying and practical insights to implement this strategy in above-the-line media.

    • Dom Blacklock

      HEAD OF DATA DRIVEN STRATEGY

      THE7STARS

  • 10:50 a.m.
    Heineken 'No Excuses': Serving a Global Audience Tailored Creative in Real Time

    Heineken's 'No Excuses' campaign has been lauded by the industry for it's innovative use of local content around a live sporting event series. The campaign brief presented significant challenges in pulling geographically specific local content in real time, particularly in the creative variance needed to serve these ads, and which involved a variety of third parties clients. Not only did this campaign deliver on results, but it showcases real ingenuity in programmatic from a practical and creative standpoint.

    • Nik Roope

      CO-FOUNDER & ECD

      POKE LONDON

  • 11:10 a.m.
    5 Things We've Learned
    Atlantic Room

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

    • Seb Joseph

      BRANDS EDITOR, UK

      DIGIDAY

Attendees

Activities

  • Wednesday
    8 P.M. - Dinner with Strangers

    Network and enjoy a delicious meal with your fellow attendees during the summit. We've made a group reservation at Bougainvillea Terrace Restaurant located in the hotel, where you can continue making new connections. Stop by the Digiday registration desk to sign up. Costs are at your own expense.

    9:30 P.M. After Hours Hangout

    Close out the first day with a nightcap at Bar Estoril. This hotel bar was a famous spot for spies during the Second World War and is now prized for its stylish ambiance. Stop by the Digiday registration desk to sign up. Costs are at your own expense.

  • Thursday
    1:30 P.M. Afternoon Activity: Estoril Golf Club

    Estoril Golf Club: Take advantage of the Palacio Estoril Hotel's premier golf course overlooking the sea. Visit their site (link above in agenda) to book a tee time at a discounted price, and rent the equipment you need from clubs, a buggy and even golf shoes. 

    8 P.M. - Dinner with Friends

    Enjoy a delicious traditional Portuguese meal with your fellow attendees. We've made a group reservation at Deck Bar located down the street from the hotel. Stop by the Digiday registration desk to sign up. Costs are at your own expense.

    9:30 P.M. - After Hours Hangout

    Near the water is Reverse Pool & Lounge where you can enjoy the last night of the summit on their bar deck. This bar is sure to have the trendy cocktail you are looking for. Sign up at the Digiday registration desk. Costs are at your own expense.

Partners

Want to get involved? Check out our sponsorship opportunities and pick the one that's right for you.

Digiday events set the bar for event production, seniority of attendees and, most importantly, compelling content.

— marketing director, Essence

Interesting, informative and thorough. Great networking.

— social media manager, Yoox Net à Porter Group

Having access to key decision makers across various industries was very useful and the amount of networking opportunities helped create rapport and established credibility over the course of the summit.

— publisher client strategist, Quantcast

Palacio Estoril
Rua Particular
2769 - 504 Estoril, Portugal

For guest rooms please contact Grace Kim gkim@digiday.com.

 

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