thank you to all attendees, speakers and sponsors for making pgm 2018 possible.

see you in 2019!

thank you to all attendees, speakers and sponsors for making pgm 2018 possible.

see you in 2019!

About Programmatic Malaysia 2018

In Asia Pacific, programmatic is no longer a buzzword but a media shift that needs to be understood and successfully deployed by all stakeholders in media to stay ahead. This conference brings together leading industry stalwarts, expertise from ad technologies and most importantly, the buyers and sellers that fuels the programmatic economy to discuss topical issues that are facing the programmatic ecosystem.

“Opportunities multiply as they are seized.”

Sun Tzu

Event gallery

Agenda

Plenary Session

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09:00AM - 09:10AM

 

Opening Address

 
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09:10AM - 09:40AM

 

Programmatic: Borderless Media Management

Programmatic advertising has democratized the buying and selling of media space that transcends borders and that leverages on efficiencies like real time bidding (RTB). What are the learning curves from countries advanced in programmatic media execution and what are the challenges that Asia could easily identify and overcome?

Stanley Lim, Head of Platform Solutions, Malaysia | Google

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09:40AM - 10:10AM

 

Ballroom 3

 

The Role of Ad Tech within a MarTech Stack: Opportunities and Challenges in Programmatic

Programmatic is frequently associated to remnant and performance buying as it’s one of the most cost-efficient way of acquiring customers at scale. How has successful brands utilized programmatic technology to achieve success in upper funnel awareness and branding objectives? How do they wish the ecosystem in Malaysia would further develop? 

Tom Van Den Berckt, Head of Digital Marketing and Web | Maxis
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10:10AM - 10:40AM

 

Programmatic Technical Speak

  • Let’s face it – programmatic is complex, yet within this complexity, the efficiencies of the economics of buying and selling are optimized – what components of the programmatic stack could and should we simplify?
  • Programmatic trading is a performance playground, yet with so much dependencies such as ad frequency, format e.g. video, mobile, and creative messaging impacting the end results, could programmatic transactions move up the conversion funnel and be measured using the right metrics? A discussion involving video and mobile that each demands their own success metrics. 
  • Value of data in the programmatic ecosystem – 1st, 2nd and 3rd party data
  • Combating ad fraud – what are the new threats?
Moderator: Joe Nguyen, Senior VP, APAC | comScore (Chair of the Board, IAB Singapore)
James Rogers, Managing Director, APAC | S4M
Niraj Nagpal, Business Development Director, APAC | Iponweb
Wen Cheah, Senior Manager, Solution Consulting | Appnexus
Vijay Kunduri, Managing Director | Unruly
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10:40AM - 11:10AM

 

The Power of Data

Data has recently been coined as the new ‘oil’ of the world. Buyers are bombarded by ‘affordable’ cookies, some with questionable origins whilst some have built worthwhile brand-safety forts, at the detriment of reduced matched impressions in programmatic buys. Should buyers sacrifice target group quality for target group reach? This session considers data best practices from sellers and buyers and the value of quality data.

Priya Khatri, General Manager, Asia | Eyeota

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11:10AM – 11:30AM

 

Coffee Break

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11:30AM - 12:00PM

 

Brand Safety, Ad Fraud and Viewability: Beyond Jargons 

Ensuring brand safety, combating ad fraud and demands for viewability have emerged as leading indicators of the health and sustainability of the programmatic ecosystem for the last several years. Are these issues possible to be solved potentially by technology and processes coupled with the right programmatic ingredients in talent? A leading agency shares the latest stats on where these issues stand and how success could be achieved. 

 

Auke Boersma, Head of GroupM Supply, APAC |GroupM

 
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12:00PM - 12:30PM

 

Leveraging Programmatic Video in a Cross Platform World

This session discusses the new frontiers of video advertising, from programmatic cross channel video advertisements to how data segments are leveraged to execute video campaigns, video experts discusses the best practices and pitfalls to enable good video advertising strategy.

Gavin Buxton, Managing Director, APAC | SpotX
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12:30PM - 1:00PM

 

What’s next for Programmatic?

  • With all said and done to date, are programmatic transactions really valued at the moment in changing the media trading landscape and if so, are programmatic budget allocations reflecting this reality?
  • Agencies conduct the most transactions on behalf of clients, how are new processes being developed to embrace programmatic buying and the demarcation of tasks between trading desks and DSPs.
  • Talents: A view on how talents should be groomed to face this new economy – by specific disciplines or across digital avenues?
Moderator: Serm Teck Choon , Malaysia Country Head, CtrlShift (President| Malaysian Digital Association (MDA)
Alvin Wong, Regional Director SEA | Dataxu
Kevin Smyth, General Manager, Asia | Telaria
Kenneth Wong, General Manager | Cadreon Asia
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1:00PM – 2:00PM

 

Lunch

Track A : Programmatic 101 – Sell Side

Note: (10 Sessions to Choose From)

Delegates are free to attend any of the sessions between Track A and B, held in Gallery 1 & 2.

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02:10PM - 02:40PM

 

Being a Successful Publisher in the Programmatic World

In the media ecosystem, sellers have the responsibility to produce inventory that meets both scale and quality requirements. This includes programmatic integration across all platforms (display, mobile, video, native), adhering to data quality standards, viewability metrics and more. Malaysian publishers discuss the lessons that are learnt throughout this journey.

Moderator: Professor Harmandar Singh, Content Provocateur, Marketing Magazine Malaysia

Panelists: 
Hari Shankar, CEO | Singapore Media Exchange
Paul Moss, GM, Data Services | Media Prima Digital
Jayaram Gopinath Nagaraj , GM | Blaze Digital
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02:40PM - 03:10PM

 

Transitioning into Programmatic Successfully

Microsoft’s success story into full programmatic transition.
TeQ Kim, Senior Market Director | Microsoft Supply Evangelism Team, Appnexus
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03:10PM - 03:40PM

 

Optimizing the Programmatic Technology Stack

Publishers and corporate websites are now presented with an array of tools that integrate to provide a better view of the consumer journey. This session discusses the components of the technology stack and optimization measures that publishers can leverage on.

  • Publisher experience with header bidding technology
  • Single vs multi tech stack, what are the synergies and trade-offs?
Niraj Nagpal, Business Development Director, APAC | Iponweb
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03:40PM – 04:00PM

 

Coffee Break

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04:00PM - 04:30PM

 

Mobile – On Best Practices and Ad Blockers

Most sites produce analytics that show that more than 70% of their visitors are mobile users, yet current mobile ad experiences leave audiences much to be desired for. Through mediocre browsing experiences, this gives users good reasons to activate ad blockers, allowing them to browse peacefully. The session discusses mobile experiences utilizing native mobile capabilities such as location, gyroscope, haptic etc. and how brands and publishers can take advantage of these tools to create interesting and memorable ad experiences.
 
James Rogers, Managing Director, APAC | S4M
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04:30PM - 05:00PM

 

Multi-Channel Marketing – Leveraging on the synergy between Humans and Machines

Programmatic or targeted advertising, activated through various channels – not just display ads – benefits most from an intimate understanding of the customer. Taking a granular view of the user journey and exploring how marketing technologies have enhanced the efficiencies of capturing the right target groups, activating personalised responses and delivering the right metrics through platforms and AI technology. This session explores case studies and best practices from leading tech providers.

Nihar Joshi, Head of Agency Development | Adobe Ad Cloud
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05:00PM Onwards

 

Networking Session

Track B : Programmatic 101 – Buy Side

Note: (10 Sessions to Choose From)

Delegates are free to attend any of the sessions between Track A and B, held in Gallery 1 & 2.

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02:10PM - 02:40PM

 

Demand Side Platforms – DSP101

Programmatic buying is said to bring cost efficiencies to media transactions and greater targeting in achieving client’s objectives but how do we get things started and what are the skill sets required to run these platforms? DSP101 covers the basics every media buyer should know and also explores the differences between self-serve, part-managed and fully managed services.

Thomas Guoy, Senior Manager, Solutions Consulting | Appnexus
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02:40PM - 03:10PM

 

Cross Channel Platform Marketing and Tracking

As cross channel platform marketing become increasingly important, how are brands and agencies leveraging on data management platforms to build scenarios and target segments. This session takes a look at targeting and tracking metrics. A dive also into  the differences between Customer Data Platforms (CDP) and Data Management Platforms (DMP).

Wohlstand Cheah, Director of Programmatic Sales, Asia | Amobee
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03:10PM - 03:40PM

 

Programmatic Brand Building

Programmatic has been frequently equated to performance buys. How can buyers capitalise on programmatic for brand building exercises? What are the best formats for branding vs performance? This session discusses how leading agencies have balanced branding and programmatic advertising in delivering the best results for clients.

Sourabh Agrawal, Principal Consultant, Data & Digital Platforms | Entropia

Siow Shy Teng, Head – Retail Marketing | Nippon Paint Malaysia Group

 

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03:40PM – 04:00PM

 

Coffee Break

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04:00PM - 04:30PM

 

Programmatic Creative – True Dynamic Creative Optimization

The right ad at the right time continues to be a myth for advertisers unless the “right” ad copy is delivered at the right moment. This session explores how Dynamic Creative Optimization (DCO) can be achieved in scale without the complexities of digital ad production overbearing marketers and agencies. 

Raushida Vasaiwala, General Manager, APAC| Celtra
Tom Van Den Berckt, Head of Digital Marketing and Web | Maxis
 
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04:30PM - 05:00PM

 

Programmatic Measurement and Metrics in Digital Marketing

As more shade is thrown across digital transparency issues, panels are an option for marketers to measure the success of campaigns ran. A market research company speaks of the research methodologies for cross channel and data quality measurements in an increasingly programmatic world.

Jonah Ken Tan, VP of SEA | Comscore
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05:00PM Onwards

 

End of Conference

Reach Out For Sponsorship Opportunities

Whether you are in the Programmatic, Advertising Technology or Marketing Technology space, we welcome you to leverage on the inaugural Programmatic Malaysia 2018 for branding and marketing opportunities. Reach out to us now for more information!

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Programmatic Malaysia 2018 is Proudly Presented by Star Media Group