Programme

1. How brand and programmatic can work together to drive measurable revenue growth, not just awareness
2. Why orchestrating touchpoints across the full funnel outperforms a channel-per-campaign approach
3. How to have a view on the real impact of your ads

• Master contextualisation by using real-time data to align your message with the physical world.
• Build creative experiences that move beyond static visibility by rethinking how campaigns are designed for DOOH.
• Get inspired by real-world case studies that transform programmatic into powerful storytelling.

The Future of Programmatic: Data & Performance in a Changing Landscape

As the digital advertising ecosystem evolves, advertisers are facing increasing complexity. Data fragmentation, privacy regulations and the shift towards a cookieless environment are reshaping how brands approach targeting, measurement and performance.

In this context, programmatic advertising is no longer just an activation channel, but a strategic lever to leverage first-party data, build identity frameworks and drive performance across the customer journey.

Bringing together leading brands such as Proximus and TUI, this panel will explore how advertisers are adapting their strategies to this new reality, from leveraging first-party data and CRM to activating audiences across channels in a privacy-first environment.

The discussion will focus on how brands maintain performance despite increasing constraints, how they connect data to activation, and what practical approaches are emerging to navigate this new ecosystem.

A conversation grounded in real challenges, use cases and learnings on how to turn data into measurable business outcomes.

From Screens to Streets: How Programmatic DOOH Drives Impact Across the Customer Journey

In an increasingly fragmented media landscape, capturing attention has become more challenging than ever. While digital channels continue to evolve, Digital Out-of-Home (DOOH) offers a unique opportunity to engage audiences in real-world environments at scale.

For brands like Samsung and Brussels Airlines, the challenge is not only to be visible, but to be relevant, reaching the right audience at the right moment, in the right context.

Programmatic DOOH is unlocking new possibilities by combining the impact of large-format screens with the precision of data-driven targeting. But how can brands effectively integrate DOOH into a broader programmatic strategy? And how can it contribute to both brand impact and measurable performance?

Bringing together Samsung and Brussels Airlines, this panel will explore how leading advertisers leverage data, contextual signals and automation to:

• deliver impactful and timely messages in physical environments
• connect DOOH with digital channels across the customer journey
• and drive both brand awareness and business outcomes

A conversation focused on real use cases, practical insights and how programmatic DOOH is redefining the role of outdoor advertising in today’s media mix.

In today’s hyper-connected landscape, generating impressions is easy, but earning true attention is the ultimate challenge. Digital Out-of-Home (DOOH) is one of the few media channels that lives in the real world: a physical canvas where brands can align their message with the exact place, the precise moment, and the real-time environment of their audience.

DOOH offers limitless creative possibilities. It allows brands to build visually striking, attention-grabbing experiences rather than settling for simple visibility.

This session will explore how advertisers must rethink their approach by putting creativity back at the forefront of pDOOH.  Let’s discover how 3D or DCO creatives and how the audiences or the context can make the difference for your campaign.

• Safety & Trust: Premium local environments with full spend transparency.
• Identity: Privacy‑first audience targeting powered by the DPG Media online ID and a richness of first party data.
• AI Intelligence: Admanager+ tools for smarter, high-performance campaigns.
• Impact: High-attention formats that guarantee real engagement.
• Proof : Brandfacts measurement and other proof points, providing full clarity on brand impact, conversion rates, and actual sales results.

As programmatic Digital Out-of-Home continues to develop across Europe, Belgium stands at a pivotal moment in its adoption. While the promise of flexibility, data and precision is well established, questions remain around market maturity, measurement, and long-term value.

Moderated by Bauer Media Outdoor, this panel brings together experts from Displayce, Vistar, and The Trade Desk to explore the current dynamics of pDOOH in Belgium. Through a candid discussion, they will examine adoption drivers, persistent challenges, and the strategies that enable brands to fully leverage this channel. The session will conclude with a forward-looking perspective on the next phase of growth for pDOOH in the Belgian market.

• Premium CTV reach delivers strong impact and campaign performance.
• Programmatic access enables easy, scalable activation of Prime Video ads.
• Proven learnings and results to support a successful launch.

We’ve built one of the most powerful media machines in history.

Programmatic advertising is often described as automated media buying. In reality, it is a system making millions of decisions, deciding who sees what, where, and at what cost.

As these systems grow in power, they don’t just execute strategy. They increasingly shape it.

And what happens in programmatic reflects a broader pattern: systems that optimize perfectly within their own logic… but without always aligning with a bigger picture.

In a world undergoing multiple transitions - ecological, digital, social - this raises a fundamental question:

when everything is optimized, what are we optimizing for?

Often described as a “permacrisis”, this moment might instead be a “permamorphosis”: a deep transformation of our models.

The challenge is not to slow down technology  but to reconnect it with intention.

Programmatic advertising is not just a tool. It is a signal  of what we do right, what we do wrong, and how we can make better, more intentional decisions.