Programmatic Advertising Day 2018: Digital out of Home, Blockchain & Co.

On October 23, 2018, the Programmatic Advertising Day 2018 took place for the fourth time in Zurich. More than 400 participants benefited from keynotes, the new format of challenge pitches as well as short teaching sessions from the IAB Academy. Whether digital out of home, data protection or blockchain - the conference was dedicated to the important and future-oriented topics of the digital marketing industry.


Automated ad booking has taken on an increasingly important position in recent years and has now established itself in the industry. This is underlined by the number of attendees: almost 500 guests came to the Volkshaus Zurich to hear about the latest trends and cases in Programmatic Advertising during keynotes, challenge pitches and a Fireside Chat.

Keynotes included:

  • Sven Ruppert, Managing Director at Jaduda
    • Programmatic DOOH - fact or fiction
  • Martijn Mol, Creative Technologist at Lemon Pi
    • Creative Optimization
  • Hannes Gasser, Partner at Webrepublic
    • Marketing Data: Insource vs. outsource
  • Cyrill Tröndle, Managing Director of the Swiss Crypto Exchange
    • Fireside Chat: Blockchain in Switzerland
  • Daniel Burgwinkel, Program Manager at Swiss MediaLedger
    • Blockchain Initiative Swiss MediaLedger
  • Matthias Mattheisen, Director Privacy & Public Policy at IAB Europe
    • Data protection in Switzerland and Europe. What has changed since GDPR?

The new format of challenge pitches showed exciting cases of the industry in the second hall and provided entertainment, because the speaker had to have brought everything to the point within 7-10 minutes and could not afford to digress. Those who took too long were interrupted by an acoustic signal and had to leave the stage unfinished.

The successful conference was rounded off by the 30-minute teaching units of the IAB Academy. Both the basic courses Programmatic Advertising and Data Targeting and the special courses DMP's and Header Bidding, Prebid & First Price Auction were fully booked.


The organizing associations IAB Switzerland, Schweizer Werbe-Auftraggeber SWA, Interessengemeinschaft elektronische Medien IGEM and Leading Swiss Agencies LSA, were particularly pleased with the success:

"Once again an important event for the industry! At events like the PAD, all market participants come together, exchange ideas and learn from each other. This is essential for the development of the Swiss market," says Roger Baur, Managing Director of the IAB Switzerland Association.


Siri Fischer, Executive Director of IGEM Interessengemeinschaft elektronische Medien: "PAD18 shows how automation is increasing in all media and blockchain technology is being applied to the advertising industry. The combination of these two developments, i.e. automation together with Blockchain, will shape the advertising market in the coming years."

And Catherine Purgly, Managing Director of Leading Swiss Agencies (LSA): "Programmatic not only makes campaigns more transparent, but also more relevant. However, reaching the right user, at the right place, at the right time, on the right inventory, and at the best price is not enough. The message must be relevant and fit the strategy and implementation. To achieve this, media and creative agencies need to work more closely together and develop integrated communications solutions together."

"Programmatic has now come of age in Switzerland and is an important step in marketing automation," said Roland Ehrler of SWA.

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