At our recent ATS event in Paris, we gathered a number of senior European ad tech execs to discuss how customisation will define the programmatic space going forward. Some of the areas covered in the discussion are outlined below.

- Is it better for buyers to use existing ‘off-the shelf’ solutions, or is a more customised approach the inevitable route in terms of differentiation?
- Are buyers/traders better able to customise their offering through the use of technology, or is merely positioning themselves differently from their competitors enough?
- Algorithms may pick the ‘right audience’, but can they deliver the ‘right message’ and strategy?
- Are DMPs (data manage platforms) going to be the real driver for advertisers unlocking the value of their data?