Celebrations & Challenges: Discussing the extraordinary highlights of your career, navigating any notable challenges.
Perion Marketing
28th Apr 2025
Celebrations & Challenges: You’re most welcome to infuse responses with sprinkles of humor, insights, and creativity!
My programmatic adventure started out of sheer fascination with how technology, creativity, and data could revolutionize advertising, delivering highly personalized and impactful experiences driven by actionable insights. Early in my career, I quickly discovered my passion for navigating the complex world of Demand Side Platforms (DSPs). For me, learning the ins and outs of multiple platforms felt like solving puzzles daily – each DSP came with its unique quirks, capabilities, and opportunities to explore. I dove in headfirst, exploring how to leverage them to their fullest potential. It wasn’t just about running campaigns; it was about truly mastering the tools of programmatic buying to unlock innovative possibilities.
I honed my expertise and solidified my passion for this programmatic advertising field through my experiences at various agencies. Each agency brought unique challenges and opportunities, exposing me to a wide array of industries, campaigns, and strategies. The constant need to adapt and deliver results in a fast-paced environment fueled my drive to explore the field even deeper.
One of the most rewarding highlights has been pioneering multiple programmatic DOOH campaigns that actually moved the needle for our clients – combining data precision and innovation in programmatic DOOH, leveraging cutting-edge technology to transform how campaigns connect with audiences. Notable accomplishments include launching the first audience-driven DOOH campaign that effectively measured footfall traffic and providing actionable insights into consumer movements. Additionally, by harnessing Dynamic Creative Optimization (DCO), we have delivered tailored ad creatives in real time, ensuring messaging is contextually relevant and responsive to dynamic factors such as location and time of day. These advancements highlight the redefined potential of programmatic DOOH, enabling smarter and more impactful advertising solutions.
Emerging Trends and Innovations: Sharing your perspective on the latest industry trends and innovations.
Programmatic advertising continues to revolutionize the marketing landscape by automating ad buying and optimizing campaigns across channels. Meanwhile, programmatic DOOH is achieving breakthroughs by bringing the precision of programmatic buying to the vast world of outdoor media.
AI-Driven Optimization is becoming a game-changer in programmatic advertising. Artificial intelligence (AI) is enhancing the precision of ad targeting and enabling real-time adjustments based on audience behavior. By analyzing massive volumes of data, AI-powered algorithms can predict user behaviors, optimize ad placements, and automate bidding processes for maximum efficiency. We can use real-time data like weather, financial index, and first-party data to determine which ad creative to display at any given moment.
Another major development in programmatic DOOH is the rise of advanced audience measurement tools. Combining data from mobile device IDs and play log data, advertisers can now track footfall traffic and even offline conversions with greater accuracy. This provides deeper insights into audience behavior, allowing for more accurate retargeting and improving omnichannel attribution, helping advertisers better assess how DOOH campaigns contribute to overall results.
2025 and Beyond: How to be future-ready & your vision for the future of DOOH advertising..
To stay future-ready in DOOH advertising and unlock the full potential of this evolving space, we have to prioritize creativity and innovation. Combining creativity and an open mindset to embrace emerging technologies and data-driven insights is essential for crafting unique and memorable campaigns that captivate audiences and differentiate brands in an increasingly competitive advertising landscape.
AI empowers brands to achieve real-time personalization, delivering tailored messages that resonate deeply with diverse audiences. It also facilitates a creative approach by transforming how content is designed and delivered in DOOH advertising. I believe the future of DOOH holds limitless possibilities and immense potential, and I’m excited to see the incredible technological advancements that lie ahead. By continuously innovating and adapting, we can transform public spaces into powerful platforms for meaningful and creative interactions with audiences.
Ashley Yeung is a seasoned expert in programmatic advertising with 12 years of experience in the industry. She currently serves as the Programmatic Director at dentsu Hong Kong, where she plays a pivotal role in driving client success through programmatic campaigns. Ashley excels at driving success for her clients, fostering innovation, and staying ahead of industry trends. Her efforts extend to contributing to client growth initiatives and unlocking the full potential of programmatic advertising to meet and exceed objectives. Throughout her career, she has worked with a wide range of industry-leading clients in sectors such as travel, finance, beauty, food & beverage, and consumer-packaged goods.
Nominee: Emma Wood, Head of Investment, PHD Aus Next up in our Leading Lights
Perion’s retail media business grew 75% YoY in Q2
Popular among marketers globally for its measurement capability, in-flight optimization and budget efficiency, understanding the programmatic revolution of out of home advertising starts with this introduction.
