e4m Real Time Programmatic Summit: Experts to discuss DOOH’s digital-physical connect
At the fifth edition of the conference on September 30, the panellists will share insights on the topic 'Programmatic DOOH: Bridging Digital & Physical'
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Published: Sep 28, 2026 3:55 PM | 2 min read
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- The growth of programmatic advertising is creating new opportunities in the out-of-home (OOH) sector, particularly in digital out-of-home (DOOH) advertising.
- Industry experts will gather at the e4m Real Time Programmatic Conference on September 30 to discuss the impact of programmatic technology on OOH buying, focusing on flexibility and audience targeting.
- A key panel discussion titled 'Programmatic DOOH: Bridging Digital & Physical' will address challenges in measurement and attribution, and the integration of mobile and location data for improved targeting.
- The panel will feature notable industry figures and will explore emerging DOOH use cases, scalability, and the future evolution of programmatic OOH advertising in India.
The growth of programmatic advertising is opening new opportunities for the out-of-home (OOH) sector, with digital out-of-home (DOOH) emerging as a key area of interest for advertisers and brands. To explore this space further, industry experts will come together at the fifth edition of e4m Real Time Programmatic Conference on September 30 and share insights on a wide range of topics.
One of the key highlights of the summit is a panel discusssion on the topic 'Programmatic DOOH: Bridging Digital & Physical'. The panellists are set to discuss how programmatic technology is transforming OOH buying by enabling greater flexibility and more precise audience targeting. The discussion will also explore the growing role of real-time targeting and dynamic creatives in making DOOH campaigns more relevant and responsive.
The panellists include Suman Pal, Head of Media, Analytics & Partnerships, Wipro Consumer Care & Lightening; Dolly Davda, Head - Marketing, BookMyShow; Mikhil Raj, CPO, Bluestone; Ravindra Sharma, EVP and Chief of Brand, Corporate Communications and CSR , SBI Life and Priyanka Bisen Shah, Head of Digital Marketing, Bajaj Auto Ltd. The panel will be moderated by Haresh Nayak, Founder & CEO, Connect Network Inc.
e4m Real Time Programmatic conference to decode what’s powering India’s digital growth.
Measurement and attribution remain critical challenges as the DOOH ecosystem evolves. Panellists will examine how brands and agencies can measure campaign effectiveness, establish meaningful attribution frameworks and connect OOH exposure with consumer actions. The integration of mobile and location data is expected to be another key focus, particularly in understanding audience movement, improving targeting and creating more connected experiences across DOOH and digital platforms.
The panel will also look at emerging DOOH use cases across sectors and the role of programmatic technology in making campaigns more scalable in India. The discussion is also set to examine what is needed to build a more scalable programmatic OOH ecosystem and how the medium could evolve as advertisers seek greater efficiency, flexibility and measurable outcomes.
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