One of the most important subjects to be discussed at ICEEfest 2015 is Programmatic advertising, the totality of technologies and processes that automatize the process of buying, placing and optimizing the online ad spaces.
The analysts estimate the phenomena will have a major impact over the online advertising industry (but also over Radio and TV) and that will affect the way media agencies are organized, automatizing a fair share of the work that is now manually done.
Programmatic advertising is one of the global media trends with the highest growth and the presentations at ICEEfest 2015 – that have an entire day of presentations and debates and a full stage dedicated to them – will focus on this subject, but also on the so called publishers’ “private marketplaces” (an analysis on this subject is available, in Romanian, here).
Romania is among the innovating markets in Central and Eastern Europe when it comes of this subject, via Project Agora, subject that attracted attention from the international specialized mass-media. Agora is the first local private marketplace for programmatic advertising, formed by several publishers and local networks, among which are Mediafax, Ringier, InternetCorp, ThinkDigital, Digital Antena Group, GSP, HotNews and others.
Moreover, Mediacafe (Yahoo!’s representative in Romania) recently announced its rebranding as ChargeAds and that it will dedicate itself to the programmatic model, while the local The Group joined the trend of media global groups by launching its specialized Prometheus company.
During the day dedicated to programmatic advertising, taking place on June 11th on Know-How stage, the discussions start at 9:30 with “The Programmatic Revolution: Are you ready? (I)” workshop, held by David Morrow – Marketing Director ADARA, Mark Walker – IPG Mediabrands, Piotr Marzec – DoubleClick (Google), Jan Heumuller – Managing Director Europe DataXu and Dan Balotescu & Cecilia Tanasoiu – representatives Prometheus / The Group.
Same day, at noon (12.00), the second part of the workshop takes place and has as speakers Urszula Niewiadomska – Sizmek, Yannic Pluymackers – Kayak, Michele D’Agostino – InMobi, Emi Gal – Brainient, Tomasz Musial – Smart AdServer, Elias Gagas – Managing Director Tailwind EMEA and other experts.
Moreover, during the second day of ICEEfest 2015, Caspar Schlickum – CEO Europe, Middle East and Africa at Xaxis will hold his presentation, “Programmatic grows up”, on the Innovation Stage.
Tickets for the entire festival and the complete agenda are available on event’s official website, www.ICEEfest.com.
ICEEfest – Interactive Central and Eastern Europe Festival – is organized by ThinkDigital and presented by Orange, in association with XAXIS – a Group M Company. Driven by Toyota Hybrid.