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Programmatic Workshop
Thurs – April 2
11:00 AM - 1:00 PM | Session PW
Education Track: DOOH
Christina Radigan, Outdoor Media Group
Ian Dallimore, Lamar Advertising Company
Jessica Littlejohn, Pattison Outdoor Advertising
Matt Prohaska, Prohaska Consulting
Eric Lamb, Vistar Media

Industry leaders come together to define and discuss the ecosystem that comprises programmatic digital OOH (pDOOH). While still in its early stages, pDOOH is growing at rapid rates and is expected to fuel digital OOH revenue and overall growth in the sector. This workshop will be a “Foundations Training”, providing attendees with a strong comprehension of the various stakeholders (DSP, SSPs, Exchange, Agency, Buyers, Sellers) and their roles. The event will also define and explain the various types of programmatic trading, often referred to as the Waterfall, and assist both buyers and sellers in understanding which may be most suitable for their respective KPIs. This is a must-attend workshop for any attendee looking to finally “get” programmatic Digital OOH and walk-away with key learnings that will help them move the needle in their own businesses. *Lunch will be served.

Christina Radigan- Managing Director, Marketing & Communications, Outdoor Media Group- DSE Advisory Board
Christina Radigan
Managing Director, Marketing & Communications
Outdoor Media Group

With over 20 years of media experience, Radigan educates clients about emerging media, research, initiatives and trends. Her expertise includes digital place-based, cinema, non traditional and printed out of home. She oversees the development of the organization's marketing resources, establishing best practices and guidelines upon which the company plans and buys the medium.

Ian Dallimore- Director, Digital Innovation & Sales Strategy, Lamar Advertising Company -DSE Advisory Board
Ian Dallimore
Director, Digital Growth
Lamar Advertising Company

Dallimore was Lamar's first digital OOH strategist and now as director of digital innovation and sales strategy, he interacts with national clients, brands and agencies to devise strategic plans. He serves on the Digital Signage Expo Advisory Board with a focus on driving the industry to stay relevant among advertisers.

Jessica Littlejohn
Director, Digital Innovation
Pattison Outdoor Advertising

As the Director of Digital Innovations for Pattison Outdoor, Jessica Littlejohn leads initiatives for measurement, ad serving technology and programmatic ad sales for Canada's largest Out of Home Operator. Jessica is passionate about bringing her extensive knowledge to an evolving advertising ecosystem blending traditional OOH methods with new programmatic capabilities.

Matt Prohaska
CEO & Principal
Prohaska Consulting

Matt Prohaska, CEO and Principal of Prohaska Consulting, leads the world's largest and most-experienced programmatic consulting practice, with more than 350 clients and 100 full-time and part-time teammates. Prohaska helps brands, agencies, tech, publishers, and investors with their tech, targets and talent in all areas of digital marketing and monetization.

Eric Lamb
VP Publisher Solutions
Vistar Media

Eric Lamb is VP, Publisher Solutions at Vistar Media. After joining in 2014 as an engineer, Eric eventually became head of the supply-side of Vistar’s business. Currently, he oversees the technical aspects of Vistar’s software, including our SSP, ad server and Cortex, as well as relationships with +60 media owners.