PS Melbourne


The most comprehensively researched programmatic, ad-tech and digital conference agenda in the region. Learn from the smartest international and local minds about first party data, digital transformation, CTV, digital OOH and winning with programmatic.

Programmatic Summit 2021 agenda

Thursday, 24 February


Registration Opens

Ashton Media


Dan Robins
Opening Comments

Dan Robins, Director, CMO Advisory, PwC & Programmatic Summit MC



Karen Eccles
International Keynote: Digital Trading Battles and Booms in a New Publishing World

Karen Eccles, Senior Director, Commercial Innovation, The Telegraph (UK)

The Telegraph

The future of digital publishing is innovative, unique, and lucrative – for those brave enough to cut ties with an over reliance on click-through rates.

As fresh business models filter into the media industry, never has it been clearer that the risk averse or legacy-shackled are in real danger of being left for dust.

In building such new business models from scratch, this can be met with major challenges, both internally and client-side, according to Karen Eccles, Senior Director, Commercial Innovation at The Telegraph.

In this international keynote session, Eccles explains why the iconic national British daily broadsheet took the bold decision to stop chasing scale and instead future-proof its business.

Charged with spearheading revenue development and innovation – while boosting first-party data – Eccles talks about the challenges associated with ripping up the rule book, what the future of measurement looks like and why the historic publisher believes the open marketplace does not place appropriate value on premium publishers.

From first-party consumer spending insights and new brand-safe data matching tools to having proof that advertising during a pandemic was valuable, Eccles will dig deep on the publishing giant’s advertising highs, lows, and programmatic plans for the future.


Partner Keynote: The secret to unlocking efficiencies: Leveraging technology to target high-propensity, people-based audiences

Louise Exton, Director, Addressability, ANZ, LiveRamp
Nicole Bence, Network Digital Sales Director, Seven West Media
Natalie Hatch, Data Solutions Director, Kinesso

Louise ExtonNicole BenceNatalie Hatch
LiveRamp, Seven West Media, Kinesso

The digital advertising industry is in the midst of transformation: the countdown clock to going cookieless is ticking down rapidly and IDFAs are already in decline. Soon, we’ll start to see increasing pressure on third-party cookie and device-based targeting, frequency capping, measurement, and attribution. Now is the time for marketers to act.

Several solutions have emerged — but one has risen to the top, enabling marketers to seize the opportunity to maximize reach and improved return while promoting consumer choice.

Hear from LiveRamp’s Louise Exton, Seven West Media’s Nicole Bence, and Kinesso’s Natalie Hatch on how people-based targeting can increase consumer engagement, unlock efficiencies, and drive revenue.


Track 1
Track 1 Opening Comments

Track 2
Track 2 Opening Comments


Track 1
Technologies of the Future

Christina Gerakiteys, Co-CEO and Futurist, SingularityU Australia
Lisa Andrews Co-CEO, SingularityU Australia

Christina GerakiteysLisa Andrews

Now, more than ever, is the time to think outside of the box about the role and power of technology and how it could be better applied to the world you work in.

From nanotechnology, bionics, and robotics to artificial intelligence, networks, sensors, AR and VR, the technologies used in our daily lives in the next decade is increasing at an alarming rate.

While technology can be used to solve some of the world’s biggest problems, the convergence of tech and what this means for businesses and leaders also presents a huge opportunity.

Co-CEOs and futurists Lisa Andrews and Christina Gerakiteys will give an insight into some of these technologies that exist as well as what is predicted in the next 20 years.

Expect to come away feeling inspired and empowered to implement something new into your business plan.

Track 2
How do we Know Our Ads Are Being Looked at?

Rob Hall, CEO, Playground XYZ
Patrick Darcy, Chief Growth Officer, Beem It

Rob HallPatrick Darcy
Playground, Beem It logo

Viewability, the most commonly used metric for a digital campaign, means our ad made it onto the screen, but being on the screen isn’t proof it’s actually been seen.

Marketers need an identity independent, privacy compliant solution to measure attention that will work into the future, but what does that look like and what are the major pitfalls in seeking this out?

Advances in artificial intelligence and machine learning is allowing for new and exciting ways to solve this challenge.

This session will explore cutting-edge techniques to programmatically measure and optimise towards greater attention on ads, providing a look into the future of how media will be measured, bought and sold.


Coffee Break & Networking


Peter Leonard
Track 1
Next Installments in the ACCC’s Digital Advertising and Ad Tech Shakeup

Peter Leonard, Professor of Practice at UNSW Business School and Principal, Data Synergies

UNSW Business School logo

New regulatory focus on uses of geolocation data, proposals for omnichannel user IDs, new rules restricting uses of consumer data within digital platforms and by ad tech intermediaries: what’s coming next?

There is a lot more cooking in regulation than cookies.

Data expert Peter Leonard is back with a quickfire recap on what’s happened and what’s to come.

Following his stark warning in 2020 that the inquiry into ad tech was set to get “ugly”, Leonard will share what progress has been made, what we can expect to happen in data regulation over the next 12 months, and how this is likely to affect the business models of participants in digital advertising value chains.

This session is a must attend for all across the ad tech and marketing data space.

Track 2
Charged and Ready: Behind Samsung’s First-Party Data Power Play

Mark Gretton, Chief Technology Officer, CHE Proximity

CHE Proximity Samsung logo
Mark Gretton

In this session we’ll hear about the challenges Samsung faces in realising the power of its data.

Working with its full-service agency, CHE Proximity, we’ll learn about the brand’s single customer view solution design and strategy behind it.

From detail around its customer data platform (CDP) to powering paid media and 1:1 web personalisation, we’ll also discuss what the future holds for the merging of creative and programmatic.


Partner Breakout: Connecting Connected TV; The identity opportunity in CTV

Moderator: Peter Barry, Regional Director, ANZ & Head of Audience, APAC, PubMatic
Luke Smith, Head of Programmatic Sales & Audiences, Seven Network
Yasmin Sanders, Managing Director, Australia, Samba TV
Kali Guillas, Lead Director, Client Strategy, The Trade Desk

Peter BarryLuke SmithYasmin SandersKali Guillas

As CTV continues to gain traction, securing a long-term solution to ensure audience addressability is key to seeing the format scale. But what does that solution look like? With many large broadcasters having logged in authenticated traffic, is there a use case for alternative IDs not just in CTV, but across their wider business? Or will broadcasters attempt to create their own ID solutions? And what does this mean for buyers looking to target and frequency cap across multiple platforms?

In this session we will speak to buyers, tech partners and broadcasters to understand how they are approaching identity for CTV in 2021.

Partner Breakout

Presented by Near


Session details TBC


Track 1
How are Agencies Accommodating What the Client Wants?

Ryan Menezes, Chief Technology and Transformation Officer, GroupM
Virginia Hyland, CEO, Havas Media Group Australia
Claire Fenner, Managing Director & Partner, Atomic 212
Marcus Betschel, Head of Digital & Performance- Partner, Ryvalmedia

GroupM, Havas Media, Atomic 212, Ryval Media
Ryan MenezesVirginia HylandClaire FennerMarcus Betschel

What are the commercial models of programmatic within agencies and how are they pushing their programmatic offerings to give clients more and better services?

Do clients care about what agencies are doing in this space and is transparency truly imperative to them?

We’ll look at who agencies are partnering with to improve data capabilities and how they are approaching the commercialisation of an increasing digitised supply of screens from planning, structural and buying perspectives?

The panel will discuss all this and more.

Stephen Hunt
Track 2
Must Ad Tech Startups Leave Australia to Succeed?

Stephen Hunt, CEO, The Square Wave Group and FLEXSTA

Why is there virtually no local support network, few supportive investors, and a distinct lack of VC interest to support our brightest stars from Down Under?

As an industry, do we need to do more?

Despite being founded by Australians, DataGrail is heralded as a US company valued at nearly US$40million as its owners took the business overseas to raise funds. Likewise, Australian TV data and analytics business Adgile Media was forced to look to Singapore for a cash boost.

In this audience collaborative session, former top TubeMogul and Universal Music exec Stephen Hunt will look at why more needs to be done to support the media and ad tech ecosystem, using his recent experience of launching an industry incubator for music startups.

Hunt, who sees the parallels in both the thriving and entrepreneurial music space and media tech ecosystem in Australia, says more must be done to stop businesses leaving Australia to set up their companies in more hospitable markets.


Networking Lunch

Sponsored by Samba TV

Samba TV logo


Keynote: Business Recovery Amidst Disruption

Nirmal Nair, Vice President of Marketing, Nissan Asia & Oceania
Barney Pierce,  Director, Google Marketing Platform, Google AUNZ

Nirmal NairBarney Pierce
Google Marketing Platform and Nissan logo

What does it really mean to be ready? And how can you ensure you’re prepared to deal with unpredictable and fast-moving change? Against the backdrop of a challenging 2020, hear from Nirmal Nair, VP of Marketing at Nissan Asia Pacific, as he shares his organisation’s journey and his lessons in leadership in managing teams through disruption. Barney Pierce, Director of Google Marketing Platform AUNZ will kick off and close the session in discussing how Google is supporting the industry in preparing for a data-driven, privacy-forward future.


Partner breakout: Unifying TV (in all its forms) and programmatic to achieve long-term success

Alex Gregory, Sales Director, VIC, Amobee
Rory Heffernan, Melbourne GM, Atomic 212
Gretchen Fox, Director, Health Insurance Marketing, Bupa

Alex GregoryRory HeffernanGretchen Fox
Amobee Atomic212 Bupa

With today’s audiences moving fluidly between their TVs and other digital devices, brands and advertisers need to quickly adopt strategies that bridge the scale and predictability of linear TV with programmatic’s cross-screen reach, attribution, measurement and frequency control.

Join Amobee, together with Atomic 212 and their client Bupa, as they discuss the importance of a unified data-driven, audience-first approach to reach the right audiences across programmatic and TV, including BVOD and CTV.


Track 1
Brick by Brick: The Practicalities and Results of Dabbling in CTV

Lee Stephens, Chief Executive Officer, Switch Digital

Lee Stephens
Switch Digital

As one of the fastest growing media channels in Australia today, connected TV has created quite the buzz.

In this agency and client session we’ll hear about the practical application of CTV, learn why the major home building business wanted to explore the channel and what the results were.

The duo will discuss the relevance of CTV and why shifting the paradigm back to using actual consumer data rather than algorithmic audiences is important.

As well as highlighting successes and challenges, Worth and Stephens will future gaze as to how CTV looks set to mature and how this will impact the brand’s media mix.

Track 2
Panel: The Future of Identity and Re-Architecting Digital Marketing

Moderator: Jonas Jaanimagi, Tech Lead, IAB Australia
Jess Barrett, Associate Trading Director, The Trade Desk
Gabbi Stubbs, APAC Technology Product Marketing Lead, Adobe
Richard Knott, Business Development Director, Quantcast

Jonas JaanimagiJess BarrettGabi StubbsRichard Knott
IAB, The Trade Desk, Adobe, Quantcast

A global industry collaboration is underway to re-architect the mechanisms of digital marketing as we face the oncoming degradation of third-party cookies, and potentially mobile ad IDs. The default future state of digital media will be 100% anonymous and non-addressable to third-party vendors that support advertising-funded media and services today.

This session will review the progress of the IAB’s Project Rearc initiative and include an overview of the different types of proposals being reviewed.

It will also look at how identity is evolving across both web-based and in-app environments on various devices, and how the entire industry is preparing to ensure we can provide for standardised consumer-facing messaging – as well as accountability mechanisms that ascertain responsible privacy practices.


Coffee & Networking Break


Track 1
Panel: Programmatic Powers in a Premium vs User-Generated TV World

Ricky Chanana, Head of Sales AUNZ, Twitch
Pat Danahy, Platforms Industry Manager, Google
Venessa Hunt, General Manager, ThinkPremiumDigital
Jade Harley, Brand, Social & Content Director, Kaimera

Twitch, Google, ThinkPremiumDigital, Kaimera
Ricky ChananaPat DanahyVenessa HuntJade Harley

From Twitch to YouTube, TikTok and Facebook, user-generated content (UGC) has undoubtedly shaken up the competitive world of live and video on demand content.

Coupled with the evolution of BVOD from within TV networks and the arrival of ad-funded streaming players, the opportunities for brands to advertise across video content are abundant.

Here we’ll discuss the programmatic advertising innovations and challenges across both premium and UGC video.

Track 2
Panel: Deep Dive into Programmatic DOOH

Minsun Collier, National Head of Digital, MediaCom
Cassandra Cameron, Executive General Manager, Revenue Strategy & Operations, JCDecaux
Emma Hegg, Head of Out of Home, dentsu

MediaCom, JCDecaux, dentsu
Cassandra CameronEmma HeggMinsun Collier

What are the latest innovations and the biggest challenges within programmatic digital out of home and what is the real value of programmatic for this channel now and for the future?

This panel will discuss how to trade best in programmatic digital out of home, will highlight why this channel is so unique, will share practical examples of success – including how data has been harnessed during challenging COVID-19 times – and will call out current barriers to adoption.


Panel: How Tuned in are we to Programmatic Audio?

Daniella Kenney, Head of Programmatic Product & Partnerships, Dentsu
Jonathan Mandel, Head of Streaming Sales and Operations, Southern Cross Austereo
Nick Brignell, National Head of Client Development, GroupM
Hannah Payton, Senior Copywriter, BWM Dentsu

Daniella KeanneyJonathan MandelNick BrignellHannah Payton
SCA Dentsu GroupM BWM

As tech advancements and the role of programmatic seep into all manner of media channels, the benefits within audio are truly yet to be realised.

In this session the panel will set the scene with a glance at the current lay of the land. They’ll look at planning and buying audio, the role of programmatic and creative best practice.

Speakers will examine the role audio plays in a typical client’s marketing mix and will look at how this is evolving and what innovations are ahead.

In addition to looking at what clients gain from spending in audio, the panel will address challenges in the space, the role of data, personalisation and measurement.

Natalie Minter
Why First-Class, First-Party Data is the Future of Programmatic

Natalie Minter, Product Manager, Flybuys


The future of programmatic marketing lies in rich, high quality data that is derived with consent directly from consumers, according to Natalie Minter from Australian rewards giant Flybuys.

With more than 8.6 million active members who shop regularly with retail partners such as Coles and Liquorland, Minter will unpack the data resulting from these member transactions, why it’s so valuable and what can be done with it to help marketers understand buying behaviour across the entire customer journey.

She’ll share how a consent-based model can help to ensure marketers have access to quality data and insights that drive real-world outcomes, and will also reflect on how COVID-19 has brought to light the importance of measuring the effectiveness of every dollar invested into brand building and how the demise of the cookie in 2021 is accelerating this trend.

This practical session will reveal examples of common challenges faced by FMCG brands and show how brands have used first-party data to achieve results.

Minter will also reveal how brands may be able to reach untapped market share, prevent media wastage, and deliver an improved overall campaign ROI.


Jonathan Lewis
International Keynote

Jonathan Lewis, Head of Digital & Partnership Innovation, Channel 4 (UK)

Channel 4

Session details TBC


Closing Comments


Drinks Reception

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