The School of Programmatic officially launched in the US on Day 3 of Advertising Week and started with an in-depth session on the basics of header bidding. A classroom full of publishers and buyers eager to learn about the game changing technology listened intently as Qasim Saifee, SVP of Monetization, delivered a comprehensive lesson: Header Bidding 101 on his trusty white board.
The breakfast session introduced newcomers to the complex world of header bidding and explored a series of topics for the more seasoned publishers and advertisers, such as how to optimize buys and extending audience reach. Attendees learned about the advertiser benefits of header bidding and how to obtain incremental value from accessing header bidding impressions.
Qasim was then joined on stage by Joe Catanzaro, VP, Ad Operations & Strategy, Warner Bros. Digital Media Sales and Stephanie Snow Vice President, Ad Operations, Intermarkets to talk about real-life header bidding strategies. In an open forum, the group discussed how they’re implementing and optimizing header bidding today and the challenges they’re looking to overcome in the near future.
Once school let out, it was off to Pier 40 off the West Side Highway, where more than 300 clients, employees and friends of OpenX jumped aboard a yacht and set sail on the Hudson for a night of live music (from The Magnificent DJ Jazzy Jeff!!!), good food, and gambling (play money only!). Along with stunning views of NYC and its landmarks, the crowd danced the night away to 90s hip-hop hits and tagged #OpenXYachtLife (click here for more pictures!) to document the festivities and re-live the best memories of the night!