Luke: [00:00:00] Hello and welcome everyone to the latest in the Tangoo webinar series called The Future of Programmatic Display Advertising and Why It's a Must Have for Brands in 2025. I'm Luke Judge and I'm thrilled to guide you through today's discussions. Over the next hour or so, we'll explore the evolving landscape of programmatic display advertising.

We'll hear from leading experts on how brands can and should leverage AI machine learning, data-driven strategies to get and stay ahead. And we'll kick off with a, with a discussion that includes our Tangoo colleagues, Francesco, Mirela, Matteo, and Dea, followed by an insightful interview with Sophia Toff from Rakuten Viber.

We'll then wrap up with a live Q&A where [00:01:00] you can ask our experts your questions. Now this event is brought to you by Tangoo, a leader in programmatic display advertising. At Tangoo, we help brands of all sizes navigate the complex world of automated media buying, ensuring they reach the right audiences with precision efficiency, and they get measurable results with beautiful creative.

As programmatic display advertising evolves, brands that embrace it will have that competitive edge delivering personalized, scalable, and privacy compliant campaigns that deliver results. As a special thank you for joining us today, everyone who signed up will receive our exclusive white paper on programmatic display advertising, packed with insights to help you refine your strategy for 2025.

Now, without further ado, thank you for joining us and let's dive in.[00:02:00] 

Hello and welcome to our panel discussion today on why programmatic advertising is a must have for brands in 2025. I'm Luke Judge, and I'll be guiding you through today's conversation. Now, programmatic advertising is evolving rapidly and brands have to adapt to stay competitive. Now, from AI driven optimization and data privacy challenges to campaign execution, sustainability, and creative personalization.

Today in this discussion, we will attempt to cover all of. Now we're joined by four incredible experts here from Tangoo who bring unique insights into this very specific space. Matteo Ferrario is delivery coordinator at Tangoo, Francesco De Grazia, innovation Manager, Mirela Berisha uh, senior campaign executive, and Dea Susuri , who's our graphic design specialist now, thank you very much for joining today, and everyone who signed up will receive a free white paper [00:03:00] from Tangoo about the future of programmatic display advertising.

If you have any questions throughout this discussion that we're about to have, please do send them in via the chat and we'll do our best to cover them in the live Q&A that will be hosting with all of our speakers at the end of this session. So, without further ado, let's start by looking at what are the major driving forces behind programmatic display advertising?

And of course, that's artificial intelligence. So Francesco, we're gonna start with a question for you, which is AI and machine learning are really revolutionizing how brands optimize their campaigns. Is that true? And if so, what's the key to AI helping improve optimization at each stage? Both pre-built, all of pre-bid during bid and post-bid.

Francesco, big question to start with, but over to you. 

Francessco: Thank you. Uh, we start strong, uh, a lot. The way is structured into pre, during, and, and post bid. I will try to follow the, the same [00:04:00] schema, uh, to, to answer that. So, uh, pre-bid is, uh, all about setting a foundation. Um, AI helps predict which impression are worth bidding on.

By analyzing things such as, uh, audience data, historical performances, uh, contextual factors. Uh, we also want to consider, uh, not only performance, uh, but also, uh, brand safety. Here, here is where it really kicks in. So you can use AI technologies, uh, to, to block risky placements, for example. You can avoid, uh, low quality inventory.

Uh, you maybe want to filter fraudulent traffic, uh, before a bit even happens. So essentially, uh, the goal at three bit stage, uh, is to, to be smart, not to, to just be more, um, then we go to, to the beat, uh, the auction itself, uh, which is all about real time decisioning. So ai, uh, in, in the ad tech and, uh, [00:05:00] has milliseconds to determine that the best, best price to pay for, for impression.

And, uh, dynamic beat adjustment, uh, happened based on, uh, auction competition, uh, user intent, uh, and of course, uh, you got budget constraints. Uh, that's what we, we follow everybody. Everybody follows. Uh, once again, I want to stress the brand safety aspect because it just as critical, uh, here because real time verification, uh, ensures that the content is, for example, still suitable.

So even if a webpage, uh, has changed since the prebid evaluation, we are able to, to better understand that the quality of, of the bid that we are participating and trying to win. And this is also where fraud detection, uh, technologies sets in. Uh, if you want to block things like ad stacking or hidden placement before an ad gets even served, uh, the last part would be post-it.

And this is where the learning part of machine learning [00:06:00] really happens. So once the add is delivered, uh, ai s engagement, uh, conversion path, and maybe even sentiment to, to refine, uh, future bits. Uh, so we know how attribution important attribution models are, and they, uh, help figure out which placements actually drive or draw results.

And once again, brand safety audits ensure adds these appear in, uh, in ible environments. So here is a feedback loop on, and this is crucial because it fits right back into the pre phase and making each campaign smarter over time. So I would say that the key takeaways here is that AI isn't just about, uh, maximizing performance.

It should be about optimizing, uh, three pillars, like performance, for sure, being efficiency and, and brand ion. So the, the brands that, and the agencies that do these best are the ones that integrate this learnings at every stage. And they continuously refine, uh, their approach bidding [00:07:00] and targeting and immediate placement.

Luke: Hey Francesco, thank you very much for staying fully focused during the protest behind you. And, and I think our question for our producers will be, how can AI help reduce the background noise? Uh, but that was, that was very good, very clear. It's obviously a very technical area, um, that you've covered there in, in a short space of time.

Thank you for that. And I'm sure we'll come back to, to more of that a little bit later on. Um, moving on, AI is also transforming creativity. We see a lot, of course, we've got, you know, text generation, image generation, video generation, and, and clearly that's having an impact, um, on creativity. So, so Dea as a graphic design specialist at Tangoo, one of one of many that we have, how is AI helping you and, and the brands that we work with develop high quality display ads, uh, whether it's faster or better, um, and what does that mean really for the future of ad design?

Dea: Yeah. So as we all know, AI is no longer a futuristic [00:08:00] concept. For a long time now, it has been restructuring the way we work and the way that we create. So while working at Tangoo, I've had many cases where AI tools help help me produce higher quality. As for our clients in this topic, I can start by, uh, including two AI tools that, uh, have helped me and my team improve the workflow and the creation process.

So the first one I can mention is the AI generative tool. So basically, uh, we will need to. We had many cases where we needed to create one ad in different dimensions so it can fit different platforms and devices that we put our advertising and where, uh, the campaign is gonna be alive. So having the AI generative tool have helped us not only reduce time and be much more faster, but also have, uh, saved some time for us to focus more on the storytelling and the creative strategy behind that [00:09:00] ad.

Uh, the other one that I can, uh, mention in this case, uh, as an AI tool that helped, uh, our team a lot, uh, is the AI. The analyzing tool. So how it basically works, you put the banner and the ad into that tool and it will start analyzing the ad. It will start telling you which are the strong points visually on that ad, but also maybe which are some areas that need a little bit of improvement.

So, so, uh, this, uh, is gonna make the creative be more effective and. Which is specific aims. Uh, what does this mean for the future of ad design? Uh, AI is reshaping the advertising landscape and us as designers. Uh, it's our job to embrace these tools while staying true to, uh, our creative vision. So in this case, AI is not replacing our creativity, but it's helping us improve it.

[00:10:00] Uh, the future, we'll see, uh, we'll probably see a blend of human creativity, but also AI efficiency so we can start leveraging technology to push creative boundaries and deliver hyper relevant ads.

Luke: Um, thank you very much there. In that first example that you mentioned. So just to, just to really, uh, double click into that, are you saying that actually it's not really just about generating new images, but taking an existing image that's been created, that's been signed off by design team and expand it horizontally and vertically and, and across all dimensions?

Dea: Yes. So that's how it basically helped us, in this case for static banners. Uh, it helped us, uh, fill out the missing part of one banner so we can, uh, uh, we can make different dimensions with the same image, uh, and the same ad campaign. 

Luke: Very good, very [00:11:00] good. Thank you very much. I guess that that moves us on to the next question, and I, and I would assume that makes more happy as the senior campaign executive being able to overcome that barrier, which is so often the creative problem, you know, waiting on an internal creative team.

So, you know, creative execution is only only effective when paired with strong targeting. So, Mirela over to you really, and to discuss what strategies do we use at Tangoo to ensure programmatic campaigns reach the right users effectively. 

Mirela: Uh, so our goal is to ensure programmatic campaigns not only reach the right users, but also engage with them effectively.

Uh, to achieve this, we take a highly strategic approach, uh, by combining data driven insights. Uh, with technology, one of the most essential, uh, elements of our strategy is precision targeting. Uh, for example, we use geotargeting to deliver [00:12:00] campaigns to, uh, the users, uh, based on their location. Uh, but delivering campaigns on, uh, location basis is just, uh, the starting point.

We also dive deeper into user's behavior by leveraging, uh, interests and intent based targeting by, um, analyzing bros and patterns search history and interactions they, uh, might have had with similar brands. We can serve ads in very critical moments, uh, that those users are most likely to engage or convert.

Um, this makes the campaigns, uh, very, uh, performing. I mean, this makes campaigns performing, uh, because, uh, the ads appear to the users more relevant in those moments. Uh, another key element is the contextual targeting. By focusing on keywords and URLs, we ensure the ads appear on, [00:13:00] um, relevant environments.

So whether that's, um. Alongside specific industry web pages or competitor products, reviews. Uh, this helps us capture the intent driven users. Um, of course, none of these, um, strategies would've been possible without the right technology. We rely on, um, Google marketing platforms and our own proprietary Tangoo bed manager that help us to customize, uh, the audience connections and optimize campaigns, uh, in real time.

Um, our biding strategies, uh, are designed to align with specific KPIs, uh, that ensure every cost, uh, delivers measurable results. Uh, the last thing I would mention, uh, which is not the least one, uh, by the importance, is the same as, uh, Francesca said that, uh, we place a strong emphasizes on brand [00:14:00] safety and.

Fraud prevention by filtering the traffic, uh, both pre-bid and post action. We ensure the ads are delivered to the actual users. And this commitment we have to quality, uh, not only protects our clients' brands, but also maximizes the value and the performance of each and every campaign we have. 

Luke: Amazing.

Thank you very much, Mirela And you mentioned Francesco, so I'm gonna bring him back into it and ask if he'd like to add anything to that. Earlier on. Francesco, you mentioned the, the millisecond decisions that need to take place throughout the bids. Perhaps you can just add some color and maybe you want to add something to Mirela's answer.

Francessco: Let's see if the protest passed. Uh, yeah, for sure. The tech infrastructure, I believe it's the, uh, most important part when considering the time response that, uh, at. Open RTB protocol, for example, you [00:15:00] need to, to be able to respond. So we're talking about literally milliseconds. So the, the challenge here at tech level is to be able to get all the information from above, so all the prebi analysis, uh, and to be able to, so everything more just talked about exactly the 

Luke: keywords, the audience, everything Exactly, 

Francessco: uh, all the setup that the campaign manager did, because for sure that it is something that we need to take into account and be able to bid, win and deliver the ad in millisecond so that, uh, goes on to different technologies.

Uh, we for sure are employing a very optimized, uh, server infrastructure that was built upon the years and being experienced from Tangoo in, in the, on the topic. Uh, so that guarantees that, uh, we are able to gain a little bit of time that allows us to, uh, optimize even more. So when we need to really win some, some auction or really be that, uh, the, the price that we want to, to win the auction at [00:16:00] 

Luke: very good, very complex.

Um, and I guess the loca, the location of servers is, becomes very important there as well. Okay. Right. Let's, let's move this forward and you know, obviously with, with this targeting, with this technology, we need flawless execution and Matteo, that's where you really come into your own here. Um, and many brands can struggle with programmatic due to their limited in-house expertise.

As a delivery coordinator at Tangoo, if a big responsibility, how do you and your team ensure seamless campaign delivery whilst keeping your clients informed and in control of the campaigns? 

Matteo: Yeah. Uh, very, very good question and I can start saying that. We need to be, uh, real. Sometimes programmatic, uh, advertiser advertising can feel like a, a a black box.

So the tech, the bidding, the optimization, it's a lot. But as we already [00:17:00] see with our colleagues, uh, is something that can be explained and explored. So it's completely different from the concept of, uh, a black, uh, black box. And for many brands not having he now's expertise makes it even harder to understand and stay in, uh, in control of their media budget.

So how do, uh, we run high performing campaigns without getting lost, um, through numbers, technologies, and platform. So that's where Tangoo step in to support, uh, our clients and, uh, our brands. So we can say that we handle, uh, the complexity so our clients, uh, don't have to at Tangoo, we, uh, don't, uh, we, we don't just push buttons on, uh, on the platform and on [00:18:00] our DSPs.

We act as an extension of, uh, the brands team, of the marketing team of the, of the brand, making sure that every part of their ad campaigns. Is optimized from the media strategy. So we, we are doing a, a step back, uh, based on what we discuss until now. So we start from the media strategy, everything that, uh, come before the execution and the performance tracking and measurement that is very important.

Um, but there is a key difference. Uh, we don't just run ads behind the scenes, behind the brand logo or brand image. We keep, uh, the brand in the loop in every step, uh, of the way. Um, how we achieve this, uh, first with, uh, a full flexibility. So. [00:19:00] Not every brand. It is true that not every brand needs the same level of support of control.

Uh, some want a fully managed services while others prefer to stay hands-on. That doesn't mean they have to, uh, do our work or to, uh, use the platform directly, but we, uh, adapt, uh, their needs, uh, and our offering to, to their needs. So an end-to-end campaign, uh, management. Is, uh, what we try to, to offer to our brands and to our clients so they can, uh, uh, focus on the most important thing on the bigger picture, uh, strategy.

So a collaborative approach, uh, for teams that want to stay in the media, buying the cheson from our side and from the client side. And, uh, the real driver to achieve this is the real [00:20:00] time insights to our, uh, properties, technology, and to our, uh, property, um, visualization systems. So we can, uh, have the full picture, we can have all the insights and we can, uh, uh, collaborate with, uh, with the clients to, uh, make them, uh, more responsible and more aware of the choice of the business choice that they can do about their strategy.

Luke: Thank you Matteo. Very clear indeed. And, and of course it can feel very inaccessible for brands. Um, and, and you've described there how you can help to make it more accessible and help them understand it so they can engage with it more. So you touched upon one area there, which I want bring more in on, which is budgets.

You know, and there's a common belief that programmatic display advertising is really only for brands, um, that have big budgets, that are really kind of, you know, multi, [00:21:00] perhaps even multimillion pound budgets on their total marketing. What's the reality mar, in your opinion, and how can smaller and mid-size companies even themselves with their smaller budgets succeed in programmatic display?

Or is it something that they shouldn't really consider at this point? 

Mirela: Uh, well, it's true that large budgets can unlock premium inventory and broader reach. But, uh, the reality here that is that, uh, programmatic advertising is now more accessible than ever, even for small and mid-size businesses. Uh, now businesses can maximize their, uh, programmatic potential by focusing on strategic execution rather than sheer ad spend, uh, success.

It's not about just about how much you invest, but it's about how effectively you use your budget. A strong foundation is setting clear objectives, whether the goal is brand [00:22:00] awareness or lead generation or conversion. Defining the right KPIs such as uh, C-T-R-C-P-A or return on ad spend ensures the campaigns stay, uh, focused and measurable.

Uh, of course, targeting the right audience is just as crucial, uh, by leveraging first party data such as CRM lists and, uh, website visitors and combining it with, uh, third party behavioral insights, uh, business can reach their, uh, ideal customers more effectively. Uh, still, uh, even when you reach to the right audience, uh, the key for a successful programmatic campaign is to, uh, engage with your audience.

This is why the creative optimization is, uh, very important and plays a major role. Uh, dynamic creative optimization, uh, enables real time personalization [00:23:00] and, uh, AB testing different, uh, visual formats helps to, to identify the format that, uh, gives more effective messages. Um. Given that a large share of programmatic impressions come from, uh, mobile to have, uh, mobile, uh, friendly formats is a must, uh, for the programmatic campaign to be successful.

But when we come to biding and budgeting, uh, we always recommend businesses to, to start with, uh, modest budget and scaling based on performance, uh, like, um. Automated bidding and, uh, setting, uh, frequency capping will avoid overspending on the same users and will help to manage costs, uh, while maximizing reach and efficiency.

I would say that, uh, running a [00:24:00] programmatic campaign, uh, it's not a set it and for guided process because it requires consistent monitoring, adjusting strategies in real time, and using AI driven insights to ensure the long term success of that campaign. Uh, but, um, definitely with the right strategy, uh, even the small and midsize businesses can compete effectively in the digital space, uh, without needing the massive budgets for success.

Luke: Interesting. So, so what I hear there is if you get your settings and structure right, and you are using the right data to target the right audiences, whether they're, whether they're returning audiences or new audiences, you can actually start with the smaller budget. As long as you get those, those settings in that targeting, right?

Um, which, you know, which is good for, for small and medium sized brands that who previously thought that it was out of their reach. And, and the domain for any [00:25:00] big brands, one of, one of the areas, of course, Marta, and feel free to, to jump in here, um, it's a question for dare again, and we touched on it earlier on, is creative.

And through my career, often that's been the barrier to getting campaigns live and, and there's been a cost to that with in-house teams or creative agencies needing to create the banners. Um, and perhaps that's even brought down the, the barrier to entry for small and medium sized brands. Marla, very quickly on that one, have you felt that, have you seen that as, as the technologies that dare talked about earlier on, uh, make, creating a suite of creatives or designing a suite of creatives more accessible, are you then able to offer services to small and medium sized brands more easily?

Mirela: Um, of course. Uh, but not, not only small and, uh, medium sized brands, we often, uh, happen to have, um. A little difficulties with creatives, even with, uh, with big brands because they provide, as, uh, Dea mentioned, they provide, um, banners that we use only [00:26:00] on one on two sizes. And for a successful campaign, we need, um, more visuals to, to appear the audience.

Not everyone, um, uses only their mobile, so sometimes we might need bigger sizes. This is when our creative team, uh, helps, uh, but not only with, uh, statics, also with personalized ads, uh, and different visuals. So they've been a very good help to, to have success for campaigns, for big brands and, uh, even the medium and small brands.

Luke: Very good. Thank you very much. Let's, let's continue on the personalized ads, which we know help prove, uh, improve engagement, but sometimes brands can really struggle with those. So, Dea, over to you. What's the secret or what are the ingredients to high performing personalized ads, which of course have that greater, greater complexity to static ads that Mirela spoke about.

Dea: Yeah. So, uh, having in [00:27:00] mind that personalized ads, uh, play a really important role in modern advertising because they are providing, uh, higher engagement, uh, we should know on how and which are those key elements that we can use while creating these ads. Uh, so, uh, the key elements, um, probably are combining, uh, creativity data, but also having a user-centric thinking. 

There are a lot of elements that we can use in creating these personalized ads, but I will go through, uh, just mentioning some of them, uh, that we, you can use to create the best personalized ad. So it's essential to deeply understand your audience. What are their preferences? What are, what are their behaviors?

And also the pain points. This insight will help the design direction. So it's the first point that you should know when starting to create an ad. Uh, so I can give a a a simple example [00:28:00] of this case. Uh, if, uh, a user is visiting a website that is promoting sports gear, having an advertising that shows some sports shoes with, uh, dynamic, uh, typography, but also a bold and energetic visuals can really feel like that ad is made spec specifically for them, uh, because, uh, it's showing their interest, but also, uh, it has their lifestyle in it.

So this kinda reflects. The way that they think and the things that they are interested in. Uh, one other point that can be a very good and useful one is adding dynamic content because it will increase attention and interest in this case, adding, uh, visuals such as images, text, but also videos. Uh, this can make the ad to not just be static, but be more engaging while we have things that are [00:29:00] changing based on also sometimes on the data that are being updated automatically.

So, uh, having a dynamic element but into. An ad can be a really strong point in creating these personalized ads. Uh, from a design standpoint, also creating an emotional connection is equally important as the other points that I mentioned. So here is where color psychology, images, but also storytelling comes into play.

Uh, as an example, if we use warm colors, that will evoke the feeling of comfort, but also excitement. So we should know what are the aims of our campaign and what we want to deliver with our ad to know what kind of colors, but also images and the storytelling we want to put out there. Um, another point that can be very useful is interactive.

Design elements this, uh, will, uh, [00:30:00] make the ad more powerful because the users are going to explore the product in more detail. They are gonna take the direct, uh, quizzes and they are gonna engage more with the banner itself. So it will encourage the user to spend more time, uh, in viewing that ad in general.

Um, the last but not least important point is having a clear and a strong CTA. This is not, uh, only on the content that it holds inside, but also on the color that you put there, or also the placement where you put that CTA. So having, uh, all of these elements combined together, uh, it's about designed in an experience that feels usually, uh, visually compelling and, uh, uh, which you ultimately builds a stronger connection between the audience but also the brand itself.

Luke: Okay. A lot of complexity in there. Francesco, go ahead. 

Francessco: Yes, [00:31:00] please. I just want to jump in, uh, 'cause I was trying to, to connect the dots. So, uh, because, uh, we work together with data on, uh, DCO is, and also media was talking about first party data. Uh, so one of the things that might happen and should happen when talking about audience and knowing your final customer is that you already have some data about it.

And you were asking, you were saying before that where the data is stored is important for performance, but it's also important for, uh, privacy and compliance. Uh, so one of the things that might happen is where you are handling first party data, uh, you might be asked to place that data and treat that data in a certain way so that it is secure and is compliant to regulations, international regulations.

So, uh, the mix of all of these three aspects, I believe is. Something that we are very capable of bringing to the table. And it is important to consider in [00:32:00] certain holistic way in order to better understand how to bring value to each campaign. 

Luke: So let's, let's dive further into that, Francesco, 'cause that's one of the remaining areas we've talked about AI and technology and targeting and creative and data privacy laws, of course are tightening.

Um, you know, and around the world, you know, in some places they're not, of course, some places they're loosening more recently. Um, how do brands navigate the cybersecurity challenges without actually compromising the campaign performance that we've been talking about throughout, with improved creative, with better targeting with the server technology we spoke about how do, how do you navigate the cybersecurity challenges without compromising the campaign performance that we spoke about?

Francessco: Okay. Can I go back? I didn't want to this. Go for it. Okay. Uh, so that. It is two, uh, you can say it's two different topics. So from one side is, uh, being compliant and on [00:33:00] the other side, seen from the tech perspective, and it is about cybersecurity. Uh, so the, the good news if you want is that, uh, if you have a strong data privacy practice, uh, it doesn't have to come at the expense of effective advertising.

So, uh, if anything, it, it can actually improve, uh, the trust and long-term customer relationship, uh, that you have, uh, while also considering performance. Uh, so privacy first strategies, uh, can improve performance mainly if we consider the data accuracy and the consumer trust. So, uh, when, from a, a relationship perspective between the user and the brand, when the users know that their data is being handed, uh, responsibly.

Uh, they might be, they usually are more likely to engage with those brands and agencies and to provide the consent that we need in order to target them programmatically. Uh, so for [00:34:00] data collection, this is very important and usually it leads to, uh, higher quality audience segments. Uh, bringing back to, to data and how you use it across the bidding.

Um, so first, compliance needs to be built into the data strategy even more than data driven strategies like data strategy. Uh, so it means that all data collection is based on user consent. Uh, it needs to be properly anonymized, uh, whatever possible. And it needs to be stored securely for sure. And that is also why some brands, not everybody's ready, but are shifting towards first party data as, as Madela was, was mentioning, uh, because it's, uh, it allows for more compliant, uh, data, uh, private compliant data.

And it also more reliable as a proxy of, uh, whomever your customer is. Then there are more, if I go too long, please interrupt me. Uh, there are more technical, uh, aspects [00:35:00] like clean rooms that can use to have and get the insights that allow you to analyze data collaboratively in anonymized way so you don't expose individual user information.

Uh, and there are other things like, uh, differential privacy techniques, uh, that you can use to ensure that data remains useful for analysis, uh, while still protecting, uh, everybody individual user identity. Uh, I would say there is another point that there's a, yeah. 

Luke: There's a, there's a lot there. It sounds like it's enough for a, for a complete dedicated session and maybe multiple sessions.

Um, in this, in this area. We haven't got, we haven't got enough time for, for the full extended, but we're definitely gonna invite you back on, um, to talk in, in more detail on this in future panel discussions, uh, for sure, because it's such an important area. Um, but we'll, we'll move forward 'cause we're on, we're on the clock.

But thank you very much Francesco, for, for opening, opening that conversation and delving a little bit into it as well. Uh, lots more to come, I think on that [00:36:00] topic. Uh, of course, data. And privacy is just one form of responsibility. Um, Matteo, how, how are you navigating another one, which is sustainability, which is becoming an increasing factor that brands focus on.

How do we and how do brands make programmatic campaigns more sustainable? Um, and how do we approach this challenge in a meaningful way? 

Matteo: Yeah. Um, let me say that sustainability isn't just a, a buzz word anymore. It's, uh, a real, uh, priority, as you said for digital advertising. And when it comes to, uh, programmatic, uh, in particular display, programmatic, the way we buy, deliver, and optimize ads, uh, impression in place, uh, are a huge, uh, role in the industry, environmental impact.

Uh, so how can we help brand to, uh, make their [00:37:00] display campaigns but not, uh, only com, uh, not only display all the channel that we cover with programmatic. So how can we help them to, uh, make, uh, make this campaign more sustainable without sacrificing performance? So we, um, use, um, uh, variety of strategies to optimize the, um, uh, emission, um, delivery of the campaign to make them more sustainable.

Um, first of all, let's start with the ads themself. So oversized heavy creatives take longer, uh, take longer to, to load and drain, drain a lot of, uh, user bandwidth and consume, of course, uh, more energy along the way. So optimizing formats together with, uh, the, and the gravitative team, like using lighter HTML [00:38:00] file format.

Over video, for example, when it possible or compressing assets without losing quality. All these actions, uh, make, uh, uh, campaigns not only greener because we use, uh, uh, less, uh, server usage, but also faster to load and to, uh, yeah, to load on the, uh, user screen and more, uh, effective. So we can also, uh, improve the win rate of, of our campaign.

Um, another important topic is the supply path optimization. We always talk about how we buy, how we optimize, how we, uh, can, uh, uh, buy impression, but. Also the supply, uh, path. The sell side path is, uh, optimizable and also buyer can do that. So every extra hope between DSPs, ex SSPs [00:39:00] exchanges mean more energy use.

So by working with direct and efficient path, collaborating and uh, making partnership with SSPs and exchanges, uh, we can really reduce unnecessary emission while improving, uh, transparency and performance. Because we have the full access to the supply path, we have transparency and we can really, uh, optimize, uh, every impression on the publisher side.

So the other part I. Is, uh, partnering with, uh, uh, provider and tech partner that, uh, collaborate to, uh, reduce and to measure the emission of, uh, uh, advertising campaign. For example, [00:40:00] um, we partnered with Scope, scope three, and other provider in the market that are giving us a real time visibility into the Carbon F footprint on the supply chain.

And these help makes not only an analysis on the overall and post-campaign results, but also a data-driven decision. To cut down emission, for example. Um, uh, going through, uh, different, uh, supply path, different exchanges, different supply pressure, different ad coal, et cetera, uh, without of core compromising the reach because partnering with a wide range of this, uh, uh, supplier allow us to do not lose any, uh, possible impression.

And another important optimization to reduce emission is the QPS optimization. I dunno if you ever [00:41:00] heard about, uh, query per second or QPS. Um, they are the, uh, um, server call that the platform involves into the programmatic process, uh, do, um, to, uh, for example, win or to participate into, uh, an auction. So how we can optimize, uh, the, uh, query per second in simple term is about to reducing, uh, wasteful bid request that, uh, overload server and burn and energy for.

Basically no reason. So a smarter biding strategy. So again, with, uh, Francesco and the team, uh, means fewer unnecessary queries. So again, lower emission, lower cost, and of course, uh, better budget efficiency. So QPS control is not, is, is not only to, uh, optimize of course the [00:42:00] emission and to save the environment, but also to increase, for example, the final, uh, ROI or the final raw for the campaign.

Because all these, uh, stuff are like hidden costs inside the CPM or the bid request that even the publishers or, um, uh, advertiser can see. So optimizing, uh, QPS, you can also optimize your campaign. Uh, return on invest. 

Luke: Thanks. Thanks, Matteo. That's very clear and I think the, the takeaway there, which I wasn't expecting, is that you can, you can actually do good for the, for the environment and be more sustainable and do well.

I. For the, the campaign, the campaign efficiency. Um, and I had no idea that there was that much complexity involved. So thank you very much for walking us through that really important topic. And I know it's increasingly becoming a hot topic for brands as well as they consider all of their digital advertising, um, footprint, [00:43:00] that, that brings us to a, to a close.

Um, and this has been a really incredibly insightful discussion. Thank you to all of our speakers. Um, for, we've covered AI driven optimization to sustainability, accessibility, targeting, creativity. And it's clear that display advertising is a very complex area, but one that we can simplify and make it as accessible for brands in 2025.

Thank you very much. A huge thanks to all of our speakers, Matteo, Francesco, Mirela, and Dea for sharing your expertise, taking the time today. And of course, thank you to all of the audience who have joined us today. As a reminder, everyone watching and who have signed up, uh, for this, for this event, will receive a free white paper from Tangoo about the future of programmatic display ads, so you can dive deeper into some of these topics.

If you do have any questions, now's the time to send them in via the chat, um, so that team can answer them during our live Q&A. That's coming up a little bit later on. And of course you can [00:44:00] learn more about Tangoo on the website, Tangoo media.com. Um, and you're very welcome to book a consultation with the team if you'd like to know more about any of these topics.

But for now, thank you all of the speakers. Thank you to our guests and, uh, we look forward to seeing you in the live Q&A coming up. Thank you. Goodbye.

Mirela: Hello everyone. I'm Mirela Senior campaign executive at Tangoo, and I'm thrilled to be here for a fast paced and insightful conversation on the future of programmatic display advertising. We all know that digital advertising landscape is shifting fast and brands need to stay ahead of the game to help us navigate, uh, through this changes.

I'm joined by Sophia from Rakuten Viber. We'll be covering everything from first party data strategies to AI transparency, user trust, and [00:45:00] collaboration, all in just 10 minutes. Sophia, great to have you here. Before we dive in, can you introduce yourself and tell us a little about what you do? 

Sophie: Yes. Hi everyone, and thank you so much for the invitation.

My name is Sophie and uh, I've been in the digital space more than 12 years, and, uh, now I'm programmatic partnership manager at Rakuten Viber. So I try my best to share what I think about, you know, the current space of digital and what I see for us for the future 

Mirela: as well. Amazing. Uh, now let's get stride into it.

We're going to cover four key questions about the future of programmatic advertising. So let's jump in. Sophia, can you tell us on how can brands leverage ID solutions and first party data strategies to maintain effective audience targeting and engagement? 

Sophie: [00:46:00] Yeah, good question. Um, yeah. I believe sir, data needs to be actionable.

First of all, we have a lot of legislation around user privacy and I don't know how many other legislation in terms of the digital landscape. And also it needs to make sense for the marketers when they use the first party data. How I see it, it's one of the safest and most, uh, efficient way of defining the target users or user base.

And, um, also tell the story on the individual level as well. So yeah, first party data, definitely the bread and butter of, of targeting. And it'll be more and more, uh, prevalent, uh, in the future. But we also need to look, be beyond the first party data, right? And think out of the box a little bit, establishing like.

[00:47:00] Almost a 360 view, uh, on audience profiles or create audience graph whereby brands can target these audiences almost independently from, from platforms. So what I mean, independently from platforms, they can do the true omnichannel targeting, for example. And through data partnership with compliant technology, they will be also in a safe side in terms of, you know, the, the law and, and being compliant with the law.

So, um, the information, the data, however we call it, it's very important, but it needs to be privacy compliant as well. And. Our thinking about what we can do more with first party data and definitely the data curation, the one to many deals from the buyer side, the advertiser [00:48:00] side will be more and more, you know, um, um, popular in the space.

So we won't create from the publisher side, pri, private auctions, uh, advertisers will create, you know, um, audience led, let's say multichannel, multi-platform, uh, campaigns and storytelling. And also finally, I, I see that, uh, with IDs probably we we'll be in a better space in terms of, uh, omnichannel targeting or, or finding the user, you know, cross device.

For example, and do the frequency capping this way. So, um, yes, first party data will be bigger and bigger. It's already, you know, in the forefront of everything. But I would say combining two, let's say, um, parties, first party data will be the most powerful in the close future for [00:49:00] sure. 

Mirela: Yes, I totally agree with that.

Uh, so now that AI technologies are evolving and there is a growing focus on contextual targeting and privacy, of course, companies are expected to create personalized multi-channel experience. How can they best leverage programmatic advertising while maintaining high standards of transparency and compliance?

Sophie: Yes. Um, AI is definitely a disruption, I would say. And, uh, using ultramodern technology puts us in a. Unknown space, right? Or place, um, however you wanna call it. And we have to test these, you know, new technologies and learn. Um, and more importantly, we need to clearly define what outcome we want to achieve.

Because it's very good that there is an AI [00:50:00] technology, or we can use ai, but what we want to do with it, this is the most important. And, um, AI can, um, also use well and maintain, you know, the two pillars of programmatic transparency, for example, or compliance. Um, they can, uh, scan, for example, validate digital standards in a much more efficient way.

And, um, we can, we can focus on something else. Right. Um, and when we talk about like transparency, because I think, so you specifically asked transparency from me, um, I, I could see that, uh, AI driven decision making, reading, for example, consent string or, uh, comparing fees, floors, um, terms of cross-channel targeting, measuring.

Campaign performance. Um, we can somehow translate a [00:51:00] complex, uh, uh, data, um, source in a, a very simplified way, and we can tell the story to, to everyone, not just, you know, someone who understands our industry. So definitely AI can help us. I. I'm not threatened by them. I know so many people, uh, say that, uh, probably AI will disrupt our industry more, but this disruption, I think so, will be positive.

And, um, also I believe so types of AI could help us bring back the trusting programmatic and for example, eliminate hidden fees as well. So definitely positive about it. 

Mirela: It's great to hear that, uh, there are more and more people that are not, um, afraid from AI and are looking to different ways, uh, to, uh, to have the help of, uh, AI and the industry.

So AI driven [00:52:00] search and direct traffic are gaining importance. How can brands, uh, rebuild user trust and encourage organic audience engagement? Uh, in a world where data is more valuable than ever? 

Sophie: Yeah, I think so. Data has been like, very valuable for years and couple of years ago, I, I said in another webinar, I believe, so that data would be a currency.

And now actually data is a currency. This is what I say every time when I need to talk about data. And, um, we shouldn't, uh, regain the trust, I think. So we should maintain the trust with our user, right? That's correct. And, uh, we can, and we can do it with clear, um. Honest communication with them, right? And, um, tell them the purpose of the data collection, data usage, [00:53:00] um, with a simplified way again, because what I see at the moment, our industry is so complex and everyone tries to navigate.

So first of all, we need to reassure our audiences that we sensibly collect their data, proceed their data, and use their data in a protected, um, data, um, co compliancy way. So definitely, um, I think. When we compliant and when we communicate clearly and honestly with our audiences, uh, the trust will be there.

Um, also if I see on the advertiser end and on the publisher end, advertisers maybe have slightly easier way to communicate this purpose because obviously they want relevant ads, they want to share new, um, new [00:54:00] offers with them, or new product with these audiences. But publisher mindset should be totally different At what audiences can I, you know, approach and make them actionable.

For the brands who could be interested in our inventory or our data sets. Um, definitely we shouldn't, um. Forget that the data is not ours as publishers, it's the individuals and they have right, uh, to do whatever they want to do with it. So, and yeah, just deliver relevant and meaningful campaigns for these people after, you know, communicating why we want, uh, this information from them.

And, um, yeah, give them recommendation, uh, good communication and, um, personalize the, the communication slash message, uh, as much as we can, because these people need to feel, you know, the message [00:55:00] is theirs. We call them out, you know, in the language they wanna be. Called out. So this is it from my 

Mirela: end, I think.

Uh, yeah, so, uh, just reaching the users on the right way so the message can make sense to them. Um, we can see now that the competition and programmatic display grows and, uh, collaboration between brands, publishers and ad tech partners, uh, is becoming key. So what strategies do you recommend to stay ahead, uh, in 2025 and beyond?

Sophie: Yeah, I think we, we've been talking about this so much collaboration. Instead of competition. Um, I see that curation, data curation will be very, very big because the buyer can target multiple channels, multiple publishers within a single deal, for example. [00:56:00] Um, and we need to think about, well established, trusted partnership as well.

So it's not enough that we create the trust with our audiences. We need to have trusted partners as well in this space. Um, meaningful, uh, user profiles, I would say. So we shouldn't create, you know, just, uh, audiences or dataset just for the sake of them. Compliance, user privacy. Uh, communication is very, very important.

Multi-level, multi-channel communication. And, um, also I believe, so at some point, um, there's so many privacy laws all over the world. Somehow needs to be, you know, harmonized and, um, probably we will have standards around this and there will be, you know, different layers how we can comply to these legislations.

Um, and um, [00:57:00] yeah. New creative approach, uh, innovative solutions where we tell the story to the user as opposed to we just deliver a campaign to them. Uh, more clarity on AI and how we wanna use AI in different departments or different area in digital. And, um, one is very big for me still, how we will protect, uh, the children, uh, the, the young generation from unwanted or sensitive campaigns.

But also I think we should be able to deliver message and campaigns to them because they need information. They need to know what's going on, uh, in the world and what they can. What they can achieve, what they can buy, how they can use, you know, new tools. And for that, I think so advertisement, the [00:58:00] right advertisements will have their space.

Mirela: This was a fantastic discussion, Sophie. Thank you so much for sharing your insights on what's next for programmatic display advertising. And before we wrap up, uh, where can people connect with you and learn more about Raku and Viber? 

Sophie: Yes, uh, people can reach out to me on LinkedIn, I think. So this is the easiest way.

I'm happy to brainstorm. I'm happy to collaborate and just share ideas because honestly. Personally, I thought 2025 will be somehow much more relaxed than 20, 23 and four, but it doesn't seem like, so we will be busy this year as well, I guarantee. But, uh, I trust in the industry. I trust everyone who is in, uh, we are just great people and yes, don't hesitate to, to ask, reach out to me.

Mirela: [00:59:00] Perfect. Uh, so, uh, I agree with you. 2025 is started in the same way as, uh, two years before, so it's gonna be a very busier, uh, so for everyone who is watching as a special bonus, you'll get access to our exclusive white paper packed with insights on programmatic advertising in 2025. And you can contact us on Tangoos website and learn more about how we can help you.

Also, if you have any questions, now is the time. Drop them in the live chat because up next we'll have the question and answer with the team. Thank you for joining us, and we'll see you at the QA session.

Luke: Well, here we are, straight into the Q&A session. And Mirela, that was such a fascinating conversation that you had with Sophie, uh, very well hosted. Congratulations to you and, and of course very grateful to Sophie at Off, um, from Rakuten Viber for joining us and sharing her, um, over a [01:00:00] decade worth of insights, uh, on programmatic display with everybody.

Um, really interesting, really. And so, um, surprising, not surprising at all to hear that 2025 has started off in a very busy way, even busier than 23 and 24. Um, right now. The, the three of you, um, had a fantastic conversation. We also had Francesco de. Earlier on as well. Unfortunately, we've lost his connection.

So we've, he's dropped out now along with his, um, emergency, uh, si sirens that we're playing in the background. But I'm sure the three of you, Mirela and Matteo, can handle the questions that we've got coming in from the audience. Uh, very, very, uh, well indeed. So, let's, let's dive in. Let's look at some of these questions and I'll, I'll try to identify who's best, best place to answer each of them, but of course, jump in at any point.

Mirela there and Matteo, um, to answer the, the questions that we've had. We have had some come in already, which is, which is fantastic. So let's have a quick [01:01:00] look at some of these. Um, just first of all, thanks Dylan, Elton Tillman, and Tim for already sending in your questions. Dylan, we answered your question here in the chat.

Uh, what tools have been mentioned so far? Um, you may have missed it, and I think Dea responded to you on that one, but I'm gonna give Matteo the opportunity to also come in and answer. Um, answer this question in relation to perhaps the media buying aspect of it, where de responded really well, um, in relation to the creative aspect.

And mirela , of course, jump in as well as Matteo. Miss, is anything Matteo over to you? Uh, what tools have been mentioned throughout the conversation or what tools do you find useful and interesting perhaps you want to share with people? 

Matteo: Yeah, so, um, for the, yeah, out fraud prevention we usually use, um, um, a combination of tools available in the, in the market, of course.

Uh, it's becoming really important for, uh, for us, uh, but also for our clients, for brands to, uh, [01:02:00] monitoring, um, uh, very clear and in real time, uh, what kind of, uh, ad placement, uh, um, uh, we, we buy and we of course expose the, the ads to, to our target audience. As I mentioned be before in the comments, uh, it's really important to combine pre-bid and, uh, post bid, uh, analysis and pre-bid because of course we, we need to know in advance to save the budget and to optimize the budget before buying the impression, of course, and in post bid, of course, for also for, uh, uh, gather data and, uh, um, expand our historical data to better optimize, uh, uh, future, future campaigns about the tools.

Of course, uh, I can mention, uh, uh, the most, uh, uh, integrated one, the most available one in the market, like internet science. Double verify human. [01:03:00] But, uh, we know and we partner with them and. We also developed custom, uh, algorithms, custom, uh, AI model to, um, uh, that let's say suite and fit the brand needs.

Um, also to understand the contest, uh, and the, uh, semantic of, uh, content online. 

Luke: So thank you very much Matteo. So, so both external tools and having developed, um, your own tool internally at Tangoo. Very good indeed. Mirela, if there's anything you'd like to add or should we move on to the next question?

Mirela: Um, actually I wanted to answer to Tim's question that is related to, to the previous one. Perfect. Um, so, um, let me, let me, let me read 

Luke: out that question, Mirela. So, um, let's go onto that one. The question from Tim, the, and thank you very much, Tim was Mirela mentioned ad stacking earlier as a form of fraud.[01:04:00] 

Since this is not the only type of fraud, how does Tim, or how do I know which form of fraud I'm being affected by? So, over to you. 

Mirela: Uh, the best way to identify, um, the specific type that is affecting, uh, I mean the specific type, uh, of fraud that is affecting, uh, the campaign requires, uh, deep analyzes, uh, of data and, uh, prebi protection.

So, um, in my opinion, the best way is to constantly, uh, monitor, uh, the performance of the campaign to see for, uh, unusual performance. Uh, if there is a sudden spike of impressions, uh, with a low conversion rate, this is an indicator that something it's, uh, not correct, uh, with that, uh, campaign's performance.

Uh, on the other hand, if there, if you see an unusual, um, unusual [01:05:00] high, uh, click to rate without any conversions, uh, that is a clear suggestion that. Uh, there must be something for, uh, with a click fraud. Uh, so, uh, you need to analyze the traffic sources if there is a significant portion, uh, of traffic that comes from su suspicious, uh, websites, um, to check the engagement quality.

If there are, uh, short, uh, session durations with very, uh, high percentage of bounce rate, um, or identical, uh, user behavior, it's also an indicator for the ad fraud. 

Luke: Thank you very much, Mirela. Um, if anyone else would like to add, add to that, um, answer to Tim's question. Otherwise we'll move on. We've had a few more come in.

Wonderful. And, and of course, um, Dylan Elton Tillman, Tim, the, the answers are in the chat, but if you want to reach out to the team for de, you know, for a deeper, um, more, [01:06:00] more complete answer, please do so. Um, the, uh, we'll share all of the details afterwards. Right. So we've had a question from Paolo. Thank you for the question,  Paolo. .

And, and the question is, given the rise of CTV and in-game advertising, how can advertisers integrate these channels into their programmatic strategy for maximum engagement? And ROI, who would like to tackle that question before I dish it out? Yeah. Okay. Matteo, over to you. 

Matteo: Yeah, just wanted to, yeah. Uh, let's say start answering to the question because it's very interesting question because sometimes, uh.

Uh, uh, brands or, um, also agencies, uh, consider, um, single specific channels as a, as a single strategy. But we should consider, uh, each channel, each a format, uh, as part of, uh, the media mix and of course part of the [01:07:00] strategy to reach, uh, let's say the main goal that every company has. So the return on investment or increase in sales, and the annual growth in revenue, et cetera.

So, uh, we should, uh, think about the specific goal and KPIs for, for that, uh, channel like CTV or in-game advertising. And, uh, also take into consideration that today the funnel is not, uh, anymore like brand awareness. Consideration, et cetera, et cetera, to the conversion users can get inside the funnel at very high level or directly from, uh, the last step and convert directly.

So the, um, how can they integrate this kind of channel? Uh, my, my answer, my suggestion is to, uh, understand, uh, why CTV, for example, [01:08:00] is useful and or in game advertising and what kind of, uh, goal achievement can, uh, um, uh, reach for, for your media mix. Of course. Uh, as Tangoo, we can, uh, measure with advancement tools.

Uh, for example, the ROI, even on CTV, for example, uh, tracking the website visit to user exposed to the CTV ads based on the same IP address. In the same I old or, uh, with, um, bridging different device ideas from the same users, uh, for example from in-game advertising them in how the advertising, et cetera.

So it's, uh, measurement is the key to understand the impact of both the single and specific channel and the ROI on the entire media mix and giving value to, to each channel. 

Luke: Thank, thank you, Matteo. So really thinking ahead of time in the terms of strategy and planning, [01:09:00] but then all the way through to the measurement of these channels and, and you raised a really good point there around the measurement of CTV, which I think often gets overlooked.

Dea. Um, I'm going to come to you with the same question because of course we're talking about different formats and there's a big difference between seeing a small advert on a small mobile device and a big advert on a big 52 inch television. How do you think about it from a creative perspective? Um, you know, in terms of integrating these different and sometimes new formats.

Dea: Yeah, so it always has been a challenge to, uh, to make different sizes with the same content and all the same information in just one ad. This is why also my answer to Dylan's question and the things that I mentioned also in the panel discussion about the generative resize, because it helps expand the banners by filling the missing space.

So in this case, we can see the product, we can see the content that is put [01:10:00] inside, but also we can see it in different devices. And this is very useful and AI is helping us to improve this day by day. And I think that, uh, not just, uh, it not just make our work easier, but also very fast compared to before when we didn't have AI implemented in our daily work.

Luke: Good, good to hear air being, being used to, to greater effect. Um, okay, let's move on because I'm very conscious of the time and we've heard a question coming from Maria. Um, and the question Thank you Maria. The question is, what are the biggest challenges that brands face in ensuring transparency and brand safety within private marketplaces and programmatic platforms?

I'll come to you first. I know it's quite a tough, tough question here, so, but I'll come to you first and then, and if, if Matteo or dare you would like to jump in on this one. So what are the biggest challenges brands facing I and transparency and brand safety within private [01:11:00] marketplaces and programmatic platforms?

Mirela: Um, so one of the biggest challenges, uh, that brands face, uh, every brand, uh, faces are that they don't really know all the placements, uh, their ads are. Um, for some of the strategies we offer as Tangoo, uh, we use our, uh, own proprietary, uh, platform, as I mentioned, uh, before, during our discussion. And, um, we started to give access to our clients.

So they will be able to see the, uh, campaigns performance, uh, on our platform. They will be able to, uh, to see also all the, um, place that their ads, uh, were Ben Live. Uh, this is, um. One challenge that we are trying to avoid, but of course there [01:12:00] are, um, other brand safety challenge that we try to avoid by, uh, as mentioned before, uh, filtering the traffic and, uh, making sure every, um, every impression and every click is a real one, is, uh, from, uh, real audience.

I think also Matteo can, um, can add something to, uh, to this question. 

Luke: Thank you Mirela Matteo, over to you. 

Matteo: Yeah, absolutely. What Tamir said, it's um, it's right, um, it's not, uh, only a matter of, of course, brand safety and a fraud prevention that of course we already discussed about it. And when it comes to, uh, private marketplaces and programmatic platform, uh, in, uh, platforms in general, uh, sometime brands.

Um, is like a black box, uh, as I already mentioned during [01:13:00] our round table. So, um, having access to those marketplaces, uh, having like a middle layer between the cell part and the bi part of our ecosystem, uh, is a very good way because you are not only, uh, as a buyer that is like, um, um, uh, as a buyer, you are not only optimizing what you are actually buying, but you can also optimize the supply path.

So before, uh, targeting is like a pre-targeting. So thanks to marketplaces in first, but also our partnership and collaboration with SSP publisher exchanges, other networks we can, uh, really craft, uh, inventory packages and. Targeting pre, pre-targeting packages to, um, um, ensure transparency to our brands, [01:14:00] not only in what I'm targeting or what kind of publisher replacement, but also in the CPM, uh, because, you know, there are, uh, different payout and fee in, in our, um, industry.

So you can also maximize the transparency on that. You can also, of course target, target better, uh, placement. You have more control and access to, uh, premium inventory that, uh, maybe three years ago you should go direct with those publishers. 

Luke: Thank you Matteo. So much complexity, so much to cover and we're not gonna shy away from complexity.

There's a good question come in here from fee owner and it's, uh, Fiona's question is, and Matteo will come back to you on this one I think, and then de perhaps you can approach it from a personalization of creative perspective. The question is, how can brands balance personalization with privacy regulations?

And we heard Sophie talk about regulations earlier on in her conversation with Mirela. [01:15:00] How can brands balance personalization with privacy regulations such as GDPR and CDA? 

Matteo: Yeah, it's very interesting question, uh, because, uh, with G-G-D-P-R, one of the, uh, let's say impact was that, uh, advertiser, uh, lost, uh, a lot of signals and to personalize their campaigns and their creatives and strategies.

So. The solution is, uh, we need to find alternative signals, but they should be. Uh, still enough to, uh, make us to customize in the same way, in the most effective way our campaigns. So, for example, we can rely on contextual data that are not, uh, for example, uh, directly related to, uh, user or personal data.[01:16:00] 

So we can customize, for example, um, uh, creativity or elements inside, uh, creativity, uh, based on the content or the sentiment based on the content that the users is reading. Uh, we can also, um, customize our campaigns, our delivery of campaigns with first party data. So, first party data are very important for brands today.

We always push brands to start building their own, uh, CRM and DMP that. They can be converted and be activated in programmatic, uh, and do a very precise segmentation or of the already existing audience based on geography, demographic interest, et cetera. So the, uh, to summarize the, the, the, the, the real challenge, it's to find, uh, other [01:17:00] signals, external signals, and they are there.

So you, you just need to find the right way, the right solution, and of course, rely a lot on data, uh, that you already have because sometimes we, we, we spend a lot of budget to test alternative strategies, uh, data provider and stuff, but we already have those data inside the company. 

Luke: Got it. Thank you Mi. Uh, Dave, if there's anything you'd like to add, please feel free to do so.

Before we come on to our, what will be our final question that's coming from Georgia, there is anything you would add to Matteo's answer. 

Dea: Uh, well, yes. Not so many things because Mattel more or less mentioned some of the important parts on creating these personalized ads. So what's important is just to know your audience and their preferences.

So if we know that we can know what to include in the banner and in the creative so it matches their, uh, interests and their [01:18:00] behaviors in the internet. So what's really important is to understand all of these points so you can start also working on the creative part. So choosing things like typography, visuals, images, colors, but also CTAs that are a very important element in ads.

To have a higher performance that personalize that. 

Luke: Very good. Thank you very much there. Okay. Uh, because of the time and we we're well over time, I was told we have 10 minutes, but these questions and answers are so interesting. I've taken a decision to keep it moving despite our producer's best efforts to stop it.

Um, Mirela, the last question is gonna go to you and it's from Georgia. And the question says, what strategies work best for a brand that wants to reengage users who have already interacted with the brand's ads? So users already interacted with the brand's ads or strategy works? 

Mirela: Uh, yes. [01:19:00] So the best strategies to, uh, to keep the users engaged and to reengage, uh, the users who, uh, left, uh, without purchasing, uh, is to, um.

To interact, uh, with the brands ads in a strategic mix of, uh, retargeting, uh, personalization and cross channel, uh, cons, consistency. Uh, so dynamic retargeting is a very good solution to keep the users reengaged. Uh, instead of showing to them, uh, generic and static, um, creative assets, uh, using, um, dynamic creative optimization and personalize.

The ads, uh, might keep the users more engaged. Uh, for example, if they've seen, uh, specific product and left, uh, without purchasing it or only saved it, uh, on the basket, uh, [01:20:00] by. Adding that, uh, specific product, the first one on A DCO, uh, might, uh, interact more with, uh, their engagement. Uh, also having a cross device, uh, and omnichannel retargeting, uh, user switch between different, uh, devices, uh, different platforms.

And the best way, uh, to keep the users engaged, uh, is to maintain visibil visibility in different channels. Uh, web, mobile, connected tv, uh, social media. Uh, also, um, adding lookalike and similar audiences to expand the reach, uh, and to apply, uh, frequency capping because, uh, if, um, we don't apply a frequency cap, um, showing the same as too often can annoy those users, uh, and this can cause, uh, [01:21:00] them to lose interest on that brand.

Luke: There's, there is a lot there. Thank you very much, Marla. Um, there's a lot there. So, and, and we've covered a lot throughout this whole session today, throughout this webinar from the panel discussion through Sophie and Mirela conversation. Um, there's been some really good comments coming in. Not only questions, but now this has great conversation.

Joseph. Thank you very much for your comment there. And there's been others throughout the chat as well. So thank you very much for all of the audience who've given up their time today, all of you, um, for coming and listening to this fascinating con set of conversations, uh, from the panel discussion and the conversation with Sophie in this Q&A.

I hope you've, you've gained a lot from it, both in terms of a theoretical conversation about programmatic display advertising, as well as very practical advice and guidance, including tools and including some solutions. Some challenges that we face in, in this space. So, um, thank you again for joining us.

A reminder that we'll be doing this every month. Um, there'll be a [01:22:00] different topic each month with different set of speakers. Um, and you'll be invited and very welcome to come back. We've covered areas such as creative technology, data, audience. Regulations, personalizations, um, different tools and partnerships.

AI of course, which Sophia spoke very positively about, which was great to see and many other different areas. So we've covered an awful lot. Um, and that's, that reminds me to say that everybody who signed up for this webinar and joined us today, remember as Mirela said earlier on, you'll all receive the white paper on the future programmatic advertising, which covers especially our trends that we see in 2025.

Um, and if you would like to know more, visit Tangoo media.com, um, to learn more about Tangoo its services, but also about the wonderful people that participated in today's online event. Uh, Dea Mirela, uh, Mattea. Also Francesca, the grads here and Sophia's contact details LinkedIn profiles on the event page.

So please feel free to reach out to 'em if you'd like to [01:23:00] discuss any of the topics in more detail with them. But for now, we've taken a lot more time than we expected 'cause it's such a fascinating conversation. Um, but I think we need to let everybody get back to work. So thank you Mirela de Matteo, Francesca Dea, who's not course, for your participation.

And finally, thank you very much for everybody who joined us today for this online event, and we look forward to seeing you next time. Thank you very much and goodbye.

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