Addition+ Presents on Advertising and AI at Largest Programmatic Event in Spain

On the 20^th February, Maitane Torca and Miren Ortigosa from Addition Plus’s leadership team spoke at Spain’s largest annual programmatic event, the IV Foro Publicidad Programática in Madrid. The Foro is the biggest meeting of digital advertising experts in the Spanish marketing calendar. Already in its fourth year, the programme for 2018 included presentations from Havas Media, the Rubicon Project and Spotify amongst many others.

Referencing Bill Gates’ 1996 quote that ‘content is king’, Maitane and Miren explained how placing ads alongside the right content in real-time is key for maximum impact. Of course, good creative is essential – but programmatic buying can and should also take into account the constantly changing interests of the consumer.

After an introduction by Juan Sevillano, the President of the Club of Programmatic Experts, the Addition Plus team spoke about the relationship between content and creative. And they went on to explain a real, tangible application of machine learning in advertising to an audience of more than 800 industry professionals.

This is where Addition Plus’s proprietary artificial intelligence system comes in, with the software learning and optimising based on the customer journey in real-time. Instead of targeting individuals, it targets content that most appeals to the advertiser’s audience.

With a new office in Barcelona, the forum served as the perfect opportunity for Addition Plus to exchange ideas with other Spanish agencies and brands. While this year, the event focused mainly on the theme of creative, many other exciting, innovative opportunities also featured, such as programmatic buying expanding to new media like radio and music streaming services.

The team really enjoyed speaking at the Foro Publicidad Programática for the first time this year. Hopefully it will be the first of many in future.