How Sell-Side Decisioning is Reshaping Programmatic Advertising

Programmatic advertising is undergoing a major shift, with innovation increasingly coming from the sell side. By moving intelligence and decisioning closer to the impression, publishers are unlocking new efficiencies and creating greater value. This evolution is not about reducing buy-side influence; it is about enhancing collaboration and driving better outcomes across the board. With advancements in AI, improved transparency, and access to richer datasets, advertisers are empowered to invest with greater precision, while publishers retain more control and revenue from their inventory. In this session, Steffen Hopf, Regional Managing Director, Central and Eastern Europe at Index Exchange, will explore how this transformation is creating a more effective, agile, and mutually beneficial programmatic ecosystem for media owners, brands, and technology partners alike.