UBM Holds Public Lecture on Programmatic Marketing in the AI Era: Driving Omnichannel Commerce through Data-Driven Digital Advertising
UBM Holds Public Lecture on Programmatic Marketing in the AI Era: Driving Omnichannel Commerce through Data-Driven Digital Advertising
Jakarta, 10/27/2026 – The Academic Public Lecture activity was held by the Digital Business study program of Bunda Mulia University (UBM), entitled “Programmatic Marketing in the AI Era: Driving Omnichannel Commerce through Data-Driven Digital Advertising” which took place at The UBM Premiere Classroom, Ancol Campus. This activity is part of an effort to increase students’ understanding of the importance of digital marketing strategies and data-driven advertising amidst the dynamics of the ever-evolving digital industry. This public lecture presented an experienced practitioner speaker, Sandy Lamond Kusuma who has expertise in the field of digital marketing, thus providing relevant and applicable insights for students.
Participant Enthusiasm and Interactive Learning
The event took place on Tuesday in an orderly and enthusiastic manner from the participants, where students not only followed the presentation of the material, but also actively participated in the discussion and question and answer session. This interaction created a dynamic learning atmosphere and encouraged students to think critically about the application of programmatic marketing in a real-world context. The presence of speakers as industry practitioners provides a direct perspective on the implementation of digital marketing strategies, so that students can understand the challenges and needs faced in the world of work more concretely.
In-depth Understanding of Marketing in the AI Era Blibli
In the presentation session, students are equipped with a comprehensive understanding of Marketing strategies in the AI Era at Blibli, starting from the use of artificial intelligence (AI) and integrated data to optimize digital advertising, to personalized message strategies that can reach target audiences precisely. In addition, it was also discussed how Blibli utilizes programmatic marketing to drive the growth of omnichannel commerce, the integration of analytical data to measure campaign performance in real-time, and the importance of consistency in creating a seamless shopping experience for consumers across various channels. This discussion emphasized that the use of AI and programmatic advertising is not just a mere use of technology, but an important part of a long-term business strategy that plays a role in increasing marketing efficiency and supporting the growth of a sustainable trading ecosystem. This public lecture is also part of the curriculum strengthening for the digital marketing interest, particularly in deepening the practical implementation of data-driven digital advertising.
Conclusion
Overall, this public lecture provides a positive contribution in broadening students’ insights regarding the strategic role of artificial intelligence and data-driven advertising in the world of digital marketing and omnichannel commerce. Through direct learning from practitioners, students are expected to be able to apply programmatic marketing strategies effectively and adaptively in the increasingly competitive digital era, while strengthening their readiness to face the demands of the ever-evolving industry.
ANCOL CAMPUS
Jalan Lodan Raya No.2, North Jakarta 14430
Phone No.: 021 690 9090
SERPONG CAMPUS
Jalan Jalur Sutera Barat Kav. 7-9, Alam Sutera, Tangerang, Banten 15143
Phone No.: 021 8082 1428
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