Digiday Programmatic Marketing Summit

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The editorial team will set the stage for the day.

This opening session explores how the Ad Context Protocol (AdCP) and Agentic RTB are fundamentally restructuring the programmatic supply chain. We will discuss why programmatic is once again the “tip of the spear” for a broader industry transformation led by autonomous systems.

Programmatic DOOH (pDOOH) isn’t ‘nice-to-have’ on media plans, it’s crucial. Marketers in the US are waking up to the reality that to run effective multichannel campaigns, pDOOH is unbeatable: from driving awareness through priming, right down the funnel to being an engine for sales and performance. Join VIOOH to explore how US advertisers are harnessing this powerful channel, and why capturing attention in the real world is the edge your campaigns are missing.

There are already so many new ad tech standards for AI agent-powered programmatic advertising. Too many, in many respects. In this session, Horizon Media’s Maikel O’Hanlon will map out the agentic ad tech landscape and share how agencies can navigate the new intelligence layer.

NEW A hands-on, team-based workshop where attendees work together to craft the strongest prompts for an agentic AI ad-buying challenge — a fast and fun way to connect.

Take a break, grab a coffee and connect with fellow attendees before the Town Hall begins.

The 10-Minute Meetings are designed to help connect participants with innovative technology platforms and build valuable business relationships.

Cocktails provided by illumin

Join us for a cocktail to wrap up Day 1. Open to All.

Fuel up with breakfast, courtesy of Digiday, as we get the day started.

“The bots are buying” is old news in programmatic advertising. But the latest generation of bots — AI agents — are a step-change from legacy ad tech. In this session, Butler/Till’s Scott Ensign will outline the agency’s first-hand experience in using AI agents to execute ad deals and how the technology is changing the nature of advertising dealmaking.

As agents take over the execution, this session Henry Webster, VP at KPM Media will discuss the evolving role of the human programmatic trader as a “systems architect.”

Reach was the problem programmatic solved brilliantly. Understanding intent is the problem it hasn’t solved yet. This session makes the case that the next era of media buying belongs to platforms that can decode intent — not just distribute impressions. Affinity Global brings a front-row perspective on how commerce signals across closed, high-intent environments — browsers, OEMs, mobile, desktop, and CTV — are driving guaranteed outcomes today, and how AdCP opens that signal layer to third-party buyers at scale.

As programmatic cycles back into an AI-driven black box model, the role of the investment team has moved to the front lines. Jake Lazarowitz, VP Director, Media Investment at Digitas, breaks down how Digitas is navigating today’s increasingly opaque supply chain to ensure financial transparency, and why human-led oversight is the essential safeguard for modern media investment.

No one really likes working in a database — well, except AI agents. Which is convenient for advertisers and agencies that may maintain multitudes of databases connecting all kinds of data. In this session, WPP Media’s Amanda Grant will unpack how agentic AI is being used to stitch together disparate data sets and create predictive models for planning, activation, and measurement systems.

Take a break, grab a coffee and connect with fellow attendees before the next session begins.

Recharge with a delicious lunch and network with peers before the next session.

Join us for a cocktail to wrap up Day 2. Open to all.

Fuel up with breakfast, courtesy of Modern Retail, as we get the day started.

A year or so ago, hardly anyone understood what an AI agent is. Some still don’t, though it’s become increasingly clear that AI agents stand to play a role in programmatic advertising workflows. But where to start? And where to go from there? In this session, OMD’s Emily Proctor will break down the agency’s playbook for getting clients on board with agentic AI in their programmatic advertising practices.

Is agentic AI a breakthrough or just a faster way to make mistakes? Greg Langer, vp of programmatic supply at Havas Media Network North America, separates the hype from the reality of the new supply chain. In this session, Langer discusses why Havas Media prioritizes a human-at-the-helm model to avoid AI hallucinations and how the blurring lines between DSPs and SSPs are driving industry consolidation.

In this session, Luis Caballero, SVP at Huge will discuss how agents use real-time context not only to place ads but also to influence which creative assets are served.

Agentic AI offers a lot of promise for agencies and ad tech intermediaries, but how impactful is it at the client level? To close out the event, Duluth Trading Company’s Ellie Uberto will joins Digiday Podcast hosts Kimeko McCoy and Tim Peterson for a live recording to provide the client-side perspective on the intersection of agentic AI and programmatic advertising.

Look out for our key takeaways from the summit.