The third edition of DATAMATIXX ASIA 2024 Summit and Awards, held on August 6, was a gathering of industry leaders who came together to delve into the realms of data, AI, and marketing evolution. The event featured a fireside chat on ‘The Future of Programmatic Advertising’, chaired by Nabajit Nath, Head of Sales – India at Blis. Joining him were Kewal Lohia, Associate Vice President at IPG Mediabrands, and Vishal Sharma, DVP – Media Buying at LS Digital.
Nabajit Nath kicked off the discussion by asking the panelists about what kept them motivated in the dynamic and demanding agency life. Vishal Sharma highlighted the ever-evolving nature of the digital industry, emphasizing the importance of continuous learning and personal growth. He stressed the need to identify one’s unique connection to the digital ecosystem and drive that forward. On the other hand, Kewal Lohia found motivation in the weekly challenges that came with working across multiple clients. He emphasized the importance of constantly seeking new solutions and implementing innovative strategies to address client needs.
As programmatic advertising continues to revolutionize the industry, Nabajit Nath raised the question of how to balance the benefits of advanced technologies like AI and machine learning with the need for accountability and trust in the programmatic advertising space. Vishal Sharma noted the evolving landscape of the industry, with the shift from traditional display advertising to interactive videos and targeted engagement. He emphasized the importance of trust in client-agency relationships and the need for tailored solutions based on a deep understanding of client requirements.
Kewal Lohia added to the discussion by highlighting the role of agencies as extended marketing teams for brands. He emphasized the importance of transparency in programmatic campaigns, ensuring that ads are running in a media-safe environment. He stressed the accountability of both agencies and partners in delivering quality and trustworthy advertising placements. By implementing local and global levers, agencies can build trust with clients and ensure that ads are running in brand-safe environments.
In conclusion, the discussion at the DATAMATIXX ASIA 2024 Summit shed light on the challenges and opportunities in the programmatic advertising space. The industry is evolving rapidly, with new technologies and formats reshaping the way brands engage with their audiences. Trust, transparency, and accountability are key pillars in building successful client-agency relationships and delivering effective programmatic campaigns. As the industry continues to grow and evolve, staying ahead of the curve and adapting to new trends will be crucial for success.