Digital media enable near real-time campaigns. DooH is one of the leaders in the media mix in real time advertising campaigns. Advertising copies are instantly amended with the help of data feeds, user interaction or external trigger. More and more real time campaigns also lead to very short term media buying habits. Programmatic Buying is changing the way digital media sales are being managed. Being it last minute (premium) or just automated sales of unsold inventory (bulk sales).
Various concepts of Supply Side (SSP) as well as demand side platforms (DSP) are currently luring for business. Programmatic buying is a huge potential for public screens/DooH, but varying technical platforms and media requirements are a huge challenge.
DSS Europe will focus on best practice, analyze existing PB/DooH schemes and discuss the requirements of the future. Programmatic is often a very political discussion as it disrupts existing value chains. We will focus on technical and sales challenges in a multiscreen scope.