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SVP Demand & Partnerships | Events, Programmatic

Improve Digital Helps Prepare the Industry’s Next Generation of Programmatic Leaders

#AccademiaRTB is a project started in 2014 by Improve Digital and its team members Luca Brighenti (Manager Demand & Partnerships) and Riccardo Guggiola (Account Manager) at the Accademia di Comunicazione in Milan. The goal is simple: to help the Italian media market reach its full potential as programmatic advertising takes root.

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Automation is revolutionising the media industry.

#AccademiaRTB is first course of its kind in Italy, focused on RTB (Real Time Bidding) and Automated Trading and their impact on the digital advertising market. Automation is revolutionising the media industry, and the coursework and its instructors bring lessons drawn from some of the most advanced programmatic markets in Europe, such as UK, Netherlands, and Nordics.

2014 #AccademiaRTB was a great success – the results have been remarkable:

  • Preparing students for careers with publisher and media owners, focused on programmatic sales management, yield management, and revenue optimisation.
  • Preparing students for careers with marketers, technology players, and others on the ‘buy’ side of the market, including agencies, advertising exchanges, ad serving platforms, sales houses, and advertising networks.
  • Establishing a broad and diverse network of students and industry colleagues – sharing insights, deepening connections, and catalysing new business opportunities.

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2015 will be an important year in programmatic, especially in Italy, and many leading publishers are adopting the Improve Digital platform to power their operations.

The 2015 session will be hosted at Accademia di Comunicazione from 14-17 April 2015 and draws on contributions from many industry leaders and prestigious guests. Class size has doubled year over year, reflecting both the quality of the program and the importance of the subject matter.

In organising the program, Riccardo and Luca draw on years of experience working with Improve Digital, Europe’s leading programmatic advertising platform for publishers and media owners, with offices across Europe, and a rapidly expanding Italian operation. 2015 will be an important year in programmatic, especially in Italy, and many leading publishers are adopting the Improve Digital platform to power their operations. As a result, the company has developed a deep understanding of local market needs. In combining this local perspective with its long track record of success across Europe, it is perfectly suited to help power this educational program.

Since 2008, Improve Digital has help spearhead the automated trading revolution, and it is proud to have the opportunity to contribute to the industry through Riccardo and Luca’s efforts. Thought leadership and market education have always been key areas of investment for Improve Digital, and through Riccardo and Luca’s work on #AccademiaRTB, that investment continues.

As Improve Digital’s senior vice president for demand and partnerships, Daan Onland is responsible for connecting Improve Digital’s platform to all major buying technologies and ensuring that demand partners can trade efficiently and effectively with the media owners that use the platform. Before joining Improve Digital, Daan served as head of sales (EMEA) for QUISM and partner of WebAds Europe. With over a decade of experience in the online advertising technology industry, he has a deep understanding of the challenges facing both publishers and demand partners, and how to overcome them.