On Wednesday November 19th, PHD contributed to IAB Sweden´s seminar about programmatic buying. The seminar was highly popular with almost 400 persons in the audience. The lineup of speakers consisted of some of the biggest influencers on the Swedish programmatic market.
During the seminar, IAB presented a new study about how publishers view programmatic and their plans for the future within programmatic. The consensus was that more premium inventory is to be released programmatically and that many publishers also plan to release their first party data for the buyers. Maya Garkusha of Tre Kronor, who is the chairman of IAB Sweden´s programmatic task force, also presented IAB´s take of the market situation and trends within programmatic. She predicted that more brands will start in-house trading desks and that more and more branding campaigns will move into programmatic.
The market in Sweden has evolved a lot during 2014, with a lot more publishers and inventory made available through programmatic, but is believed to grow even more during 2015. The biggest growth has come from mobile while desktop inventory has been unchanged since 2013. Luke Fenney, VP of Rubicon UK was one of the key speakers and presented what buyers and sellers goals are when trading programmatic and how the markets have evolved.
The second half of the seminary consisted of a panel debate between Simone Skoog, Aegis/Amnet, Mikael Taipale, GroupM/Xaxis and Fredrik Forsberg, IPG/Cadreon and a presentation of 3 different cases. Sara Wendle, Tre Kronor, presented a case about video and programmatic and Delta did a live presentation of their DSP. PHD contributed with a case about how to work with branding within Programmatic. It was presented by Hanna Clason, PHD and Chris Svensson, Schibsted and based on a case for PHD´s client Viaplay and their different challenges concerning branding vs. performance in programmatic campaigns.