Now in its second year, the Programmatic Breakfast Briefing in Hong Kong served as a thorough industry update on just how much of an impact adtech is having on the market. Looking towards future, CEO & founder of The Trade Desk, Jeff Green, revealed the programmatic player’s “next wave of digital advertising” centred on a new suite of products to ease the transition into an arena that, while inarguably growing in importance, is still mysterious for those new to it.
Also presenting were Yean Cheong, head of Cadreon at IPG Mediabrands; and Matt Harty, SVP APAC at The Trade Desk, speaking on the exponential growth seen in Asian markets, economically and in digital and social. A highlight on the day, the Campaign-moderated panel discussion ‘Cross-industry collaboration for powerful programmatic’ featured Cheong, Green, and Adrian Toy, VP digital at Melco Resorts & Entertainment. The panel opened up the conversation on collaborating for better ad standards, a brand safe environment and a more transparent programmatic future.