Programmatic Colombo 2020: NY Times ex-Programmatic Director to talk to Sri Lankan marketing community

Friday, 11 September 2020 00:00 -     - {{hitsCtrl.values.hits}}

  • Session on 16 September at The Kingsbury

Programmatic advertising is the fastest and the most optimum disruption in the current advertising industry across the world. With an in-built artificial intelligence, it helps to intelligently match the correct

Digital X Director Jayomi Lokuliyana
Prohaska Consulting CEO and Principal Matt Prohaska

advertisement to the correct viewer at any given time. 

The unstoppable rise of this cutting edge technology makes advertising dollars to continue to flow towards automated buying and selling of ad inventory. As a result, brands, agencies and publishers need to ensure that they are ready to adapt to the challenges and opportunities that underpin the programmatic market.

Programmatic advertising enables greater marketing performance, transparency, and ROI for marketing budgets. However, despite the huge opportunity that programmatic promises, there is a significant knowledge gap and, in some cases, misunderstandings surrounding the topic. 

Programmatic Colombo is the first event of its kind in Sri Lanka to bring down the advertising agencies, brands and publishers of Sri Lanka under one roof, in order to unravel the magic of machine learning algorithms, CPM bidding and big data analytics which together helps propel the businesses of Sri Lanka to greater heights. 

The session will be held on 16 September, 6 p.m. onwards at The Kingsbury Colombo, followed by cocktails.  

During the session, the guest speaker Matt Prohaska, one-time programmatic director at New York Times, will be sharing his 26 years of experience in the realm of digital media and advertising technology. Matt has been with online advertising since its commercial inception in the early 1990s. As the head of Prohaska consulting, Matt, with a leadership team of nine executives and a network of more than 1000 senior executives in 45 cities across the globe, works with CEOs, CROs, COOs, CFOs and CTOs to drive revenue and reduce cost on a strategic level. 

The session will help raise awareness on how to extend the reach of ad-campaigns with Programmatic Advertising, drive sales conversions through customer journey mapping as well as through actionable intelligence. This will create elite conversations among the brands/advertisers across multiple industries, agencies and publishers on accelerating their revenue growth with Programmatic Advertising.

As a pioneering leader in the Advertising Technology (Adtech) industry, DigitalX Ltd. has introduced Programmatic Advertising to the Sri Lankan market under the brand name of, in order to serve the objective of retaining foreign exchange within the country and to support the Sri Lankan economy at large. With the Artificial Intelligence (AI) backed flagship proprietary technology “adstudio CDP”, has established a data driven advertising ecosystem between the ad space buyers and sellers which helps to execute real time bidding more effectively. 

This novel ecosystem allows brands, agencies and publishers to seamlessly integrate on chosen channels by utilising the programmatic advertising tools in order to maximise their revenue. With a wealth of over 300 Sri Lankan publications in all three languages (Sinhala, Tamil and English) currently provides ad-space for the brands/agencies and the platform enables advertisers to run display, in-app, video, and native advertising campaigns across desktop and mobile devices, which helps to provide correct information to the customers at the correct moment they need them.

In the US, more than 83% of digital advertising takes place programmatically and in India it is close to 30%. Adstudio has made it simple and user friendly in order to spread this ecosystem not only among the big players in the advertising industry but also among the start-up/SMEs in the local market. Adstudio offers granular level targeting options to match the audience’s sentiment and interest. 

Apart from programmatic advertising solutions, Adstudio also offers an array of value added services such as intellectual support to the publishers on how to maximise their website traffic for maximum revenue generation, a vast range of publisher categories such as parenting sites, sports sites, etc. for brands/advertisers to select from, ability to make creatives more appealing to the target audience in all three languages (English, Sinhala, Tamil) and many more.

Driven by the best professionals in the industry, is the game changer to bring new and positive change to the advertising industry in Sri Lanka. Its wealth of knowledge and expertise in AI-driven business models, digital marketing, software development and media management has made it an ever evolving innovator with futuristic solutions in mind. With that continues to enable advertisers to launch high return ad-campaigns while supporting publishers to maximise their digital earnings. strives to create quality ad environments and improve them constantly. Programmatic Colombo will be a great opportunity for publishers as well as brands and agencies to gain valuable insights on what, why and how they can use programmatic advertising to maximise their revenue with rich targeting options. 

DigitalX Ltd. is a fully-owned Sri Lankan company; the only adtech R&D company in Sri Lanka.