Programmatic Buying & Marketplace Workshop

Our next City Briefing, a Programmatic Buying & Marketplace Workshop is being held during London Digital Signage Week ^[1] on Wednesday May 18, 2016 and the lecture theatre is filling up nicely with all those interested in this industry hot-topic.

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The workshop itself will be centred around three topical debates or ‘sessions’. Each session leader (see below) will be inviting interested parties to contribute to the debate.

Each debate is aimed at helping educate all involved in the programmatic buying and marketplace landscape; terminology, opportunities, challenges, implications, standards and next steps.

1. STANDARDS. Led by Mungo Knott. The UK OOH Standards Group ^[3], which represents both the OOH specialist and OOH media owner operations within the industry has already commissioned SPACE – a unique data management application, which stores, categorises and standardises every piece of OOH inventory within the UK market but what’s next? What other standards now need to come into play?
2. SOFTWARE. Led by Adrian J. Cotterill. How much software do we actually need to make programmatic buying and marketplaces a reality? Why build when you can buy, why buy when you can rent? What are the major software players doing in this space and is it relevant? What are the actual platform choices for programmatic, ad exchanges or marketplaces. Should they be developed in-house or externally and who is going to standardise on all the APIs?
3. PROGRAMMATIC. Led by Dirk Hülsermann. All of the technology companies selling into our space talk of automation and ‘programmatic’ changing the advertising industry yet few talk about revenue or yield management. Is it true that those advertisers who are already buying digital media ads without speaking to a single human are happy with the result? Are public or private marketplaces right for the out of home industry and how do demand or supply side platforms fit into the mix?

You can register here ^[2].

The lecture theatre will add to the academic feel of the event and help with interaction. All attendees are encouraged to contribute.

London Digital Signage Week ^[4] takes place May 16-20, 2016 and like its counterpart in New York, the week includes events for retail, employee communications, digital out of home and of course digital signage.