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War of the Worlds or Best of the World?

We recently participated in the Programmatic Advertising Conference 2023, which took place in Athens on July 6th.


In its 9th edition, the Conference provided key updates and information on all latest trends and best practices, in order to assist marketers, agencies and publishers in advancing and refining their Programmatic strategies amidst emerging major opportunities and changes in evolving business models.



During the Conference, our Communications Director, Katerina Mitchell, took the stage and posed a rather provocative question: Is Programmatic Advertising at war with Premium Display?.

While focusing on the positive aspects of Programmatic and Direct buying, Katerina mapped out an environment where these two methodologies converge, simplifying the advertising process by assimilating their best elements and meeting the brands' objectives.

These objectives, as revealed by our research conducted in collaboration with Kantar, involve transparency in the planning and buying chain, unifying KPIs across all platforms, connecting online and offline channels and data, as well as offering advanced creative solutions to help advertisers stand out and effectively engage their audience.

This integration of the best elements from both worlds find common ground in grXchange, our company's newest Ad-Tech solution that inherits the benefits of advanced Programmatic technologies within the premium conditions of Direct buying, unifying inventory from all available channels (Web, HybridTV, CTV, DOOH, etc.) and ensuring that the right message will reach the right audience, on the right channel, at the right time, even in the cookieless era.

Check the video of our presentation at the Conference below:



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