Programmatic – From Novelty to Mainstream

Agata Pospiszył - Director, Xaxis Poland

Xaxis Poland recently brought the industry together to unveil the region’s key trends in digital advertising, innovation and the wider programmatic landscape. With 200 attendees ranging from clients and agencies to business partners, the event saw a range of pivotal talks and presentations that left guests with a richer understanding around how data and technology can fuel programmatic success in today’s digital advertising landscape.

We kicked the day off with audio. The world of sound advertising changes quickly with the flourishing scene of music streaming and the explosion of podcasts. How do you buy digital audio ads more efficiently in this ever-changing landscape? Alex McGibbon, VP Client Solutions at Xaxis EMEA, took us on a tour to the world of programmatic audio, showcasing results from the first programmatic audio survey carried out by Xaxis in cooperation with IAB Europe.

Next up, Xaxis’ Olga Kazimierczak took to the stage to discuss creating a digital strategy using the capabilities of Xaxis. She highlighted the need to “break the spell” around programmatic before further dispelling the myth of programmatic in the polish market.

Adam Tonkiel then talked us through the campaign that brought Xaxis and Mindshare laurels at this years’ Interact Europe festival. Castorama, a Polish DIY client, broke up with the communication cliché of advertising to men and instead put women as the main recipients of advertisements. Perfectly personalised, constantly optimised action brought extraordinary results to the client and saw Mindshare and Xaxis win 2 Mixx Awards trophies!

Jaroslaw Pajak from mSpark gave an overview of the start-ups that take part in the acceleration program supported by GroupM. In addition to spreading knowledge about innovations, and thus the obvious substantive benefits that flow for WPP agencies’ clients thanks to mSpark, start-ups associated in the program are already implementing projects for the GroupM agency.


GroupM’s Creative Group Head, Aleksander Szeluga brought creativity into the mix and reminded of the important role that creative plays when building a digital marketing strategy. Xaxis’ Magdalena Olejniczak and Małgorzata Bartczak followed this by clearly discussing how to use data management platforms to maximize a campaigns’ effectiveness. Programmatic specialist Anna Deck then wrapped the event up by elaborating on artificial intelligence and its practical, tangible use in digital media.

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