All you ever wanted to know about programmatic advertising and how to approach it

Location Track 3, Salle 252 - Date Tue, 15 Mar 2016 - Time 10:00 ~ 10:40

Tout ce que vous avez toujours voulu savoir sur la publicité programmatique, et comment l'aborder.

Yuri Loburets (egta, Belgium), Jean Pierre Cassaing (Havas Media Group, France), Allard Posthumus (MBS/ The Media Exchange, Netherlands)

From the listener’s perspective, radio is a great medium and is highly relevant - engaging, mobile and popular. However, the key challenge for radio as a communication platform is to change the way its advertising is bought and sold: to look, feel and trade like “digital”. Agencies and their advertising clients are heading towards automated processes and data driven/infused media buying, and the radio industry needs to follow these trends to stay competitive. Not only can this drive efficiency in planning and optimisation for radio - it also gives media buyers the confidence to commit a fair share of investments to radio via familiar infrastructures to access radio inventory. Key questions in the session are: What does programmatic advertising mean from a radio perspective? Is it just a better automation of sales? How is it different from digital audio exchange? Why should radio companies get involved in programmatic trading? More speakers TBA.

Return to programme