Katya Zapolnova

Day 1 | 5th November

4:30 PM OXFORD STYLE DEBATE: Programmatic advertising will never be truly transparent—despite industry efforts, brands will always struggle to fully track and validate their investments – FOR AND AGAINST

FOR – The complexity of the programmatic ecosystem, AI-driven black-box optimisation, and the continued influence of walled gardens will prevent full transparency

Katya Zapolnova, Digital Media and Data-Driven Marketing Lead, EMEA, Mattel 

AGAINST - Advances in supply path optimization (SPO), better verification tools, and stricter regulations are moving the industry towards full transparency

David Costa, Global Media Investment Lead, HP

Programmatic Pioneers Connect EU 2025

Day 1 | 5th November

4:30 PM OXFORD STYLE DEBATE: Programmatic advertising will never be truly transparent—despite industry efforts, brands will always struggle to fully track and validate their investments – FOR AND AGAINST