Perion’s Event in London “Cabaret of Smarter Moments”

This year’s UK event, Cabaret of Smarter Moments, was held at the colourful and energetic Underbelly Boulevard Soho. It was the perfect backdrop for Perion’s third annual gathering, bringing together agencies, brands, and partners for a morning of insights, inspiration, and a touch of entertainment. 

A Platform with Scale

Kicking off the agenda, Lee Cutter, VP of Sales for UK, Nordics, and MENA, reflected on Perion’s journey from the acquisition of Hivestack to today’s position as a full-stack platform. Now spanning 40 markets, approaching two million screens, and delivering trillions of impressions, Perion continues to expand its marketplace with new venue types and data partners, including LifeSight, AdSquare, Skyrise, and Mastercard.

One of the day’s biggest announcements was the addition of DAX to Perion’s Curate platform, giving buyers seamless access to around three-quarters of the UK DOOH market through a single Deal ID. The move underlines the momentum behind Curate and signals just how far the industry has come in embracing unified programmatic access. With so many leading media owners now on board, the direction of travel is clear.

The Power of Algorithms

The spotlight then turned to innovation. Will Brownsdon, Managing Director for EMEA, Michael Hanbury-Williams, Managing Director for the UK, and Jean-Baptiste Pettit, VP of R&D and Innovation, unveiled Perion AI, formerly Greenbids.

They demonstrated how custom algorithms can refine campaigns in real-time, lowering the cost per acquisition and reducing the carbon footprint. For agencies, this means greater efficiency without losing control over outcomes.

As online advertising shifts toward probabilistic marketing, DOOH’s long-standing strengths in context and scale place it right at the centre of this transformation.

Partnerships in Action

The panel discussion, hosted by Dolly Thornton, UK Sales Manager at Perion, brought together Jake Wrigley of WeAre8, Mario Castrogiovanni of Mobsta, and Varthana Faulkner of WPP Media Solutions. Their stories illustrated how collaboration is driving the channel forward.

WPP has been instrumental in shaping Perion’s DSP and continues to champion innovation in cross-channel buying. WeAre8 showcased the platform’s agility in rolling out multi-market campaigns at speed. Mobsta highlighted its pioneering work with Curate, linking DOOH into broader omnichannel strategies and tapping into unique and creative inventory opportunities.

The panel underlined a shared belief: partnerships are the actual engine of innovation in programmatic DOOH.

Building What Comes Next

The final session looked firmly to the future. Dara Pourafzal, SVP of Product, shared Perion’s focus points. From expanding Moments technology for real-time event-triggered targeting to developing a modern player that supports offline programmatic playback and embedding AI into planning and reporting, the direction is clear. The goal is to make DOOH not just impactful, but also measurable, accountable, and seamless for brands.

Smarter Moments on and off the Stage

Of course, no Perion UK event is only about slides and strategies. The breakfast session ended with networking and the chance to catch up with familiar faces and new contacts across the industry.

Guests left with some playful merchandise, but the real showstopper was the AI-powered photo booth, which transformed attendees into cabaret-style characters in keeping with the Soho venue’s theme. It captured the theatrical spirit of the day and provided everyone with a lasting souvenir, alongside the valuable insights they took home.

Continuing the Journey

Cabaret of Smarter Moments captured the spirit of where DOOH is today: connected, creative, and ready for brands to embrace its full power. With AI-driven optimisation, deeper collaboration, and a focus on sustainability, Perion is helping to shape a smarter, more dynamic future for programmatic advertising.

A huge thank you to all our speakers, panelists, and attendees for joining us in Soho. We look forward to building on this momentum together in the year ahead.