The Next Frontier in Programmatic: Closed-Loop Supply-Side Optimisation
With ID-deprecation and the onset of IPv6, match rates are declining across marketing channels, reducing real reach and driving up CPMs for advertisers. At a time of economic uncertainty, how can advertisers reach more consumers without overpaying?
This panel will discuss three trends that are unlocking the next frontier of programmatic advertising:
- The use of high-quality supply-side data to drive outcomes for advertisers
- The rapid expansion of containerised algorithms that enable third-party campaign optimisation directly on the supply side
- The onset of closed-loop supply-side optimisation (CLSO), leveraging on-device identity resolution, edge AI and agentic AI to unlock targeting and measurement anytime anywhere.
Join Michael McNeely from Index Exchange, Mattia Fosci from Anonymised and Rui de Freitas from C-Wire in Cannes in this conversation moderated by Tom Triscari. The panel will discuss how technology is expanding the addressability of high-quality inventory beyond the narrow field of vision of DSPs, reshaping the way campaigns are measured and optimised across open web, mobile and CTV. The conversion will debate where the industry is heading and why advertisers should care.
*RSVP does not guarantee access: the location has limited capacity so please join the waiting list and we will send you an email confirmation if a space if available.
