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Thursday, October 1

7:30 AM
8:00 AM
8:15 AM
8:45 AM
Steve Smith , Editorial Director, Events , MediaPost
9:00 AM

This is not your father’s desktop. Programmatic technology and buying methods seemed tailor made to handle the inventory volumes and complexity of the mobile channel. But are marketers really making use of the targeting opportunities mobility makes possible? When do place, day parts, localized creative, or app behaviors, among other data points, really pay off for media buyers? Mobile marketing mavens talk out of real world cases to share how they have found the ROI by leveraging the unique targeting capabilities of mobile devices.


Jeanniey Mullen , VP of Marketing , NOOK by Barnes and Noble
Gabriel Cheng , VP, Mobile Strategy , M&C Saatchi Mobile
James Green , CEO , Magnetic
Krista Lang , EVP, Executive Media Director , 22squared
Rachel Pasqua , Practice Lead, Mobile , MEC North America
10:00 AM

Alan Smith, Chief Digital Officer, Assembly discusses how he and the agency team use mobile data strategy for clients such as Truth Initiative and Timberland.  How are the experts planning tracking for the right environment across screens?  And what is the secret to best use creative and data for maximum results?


Alan Smith , Chief Digital Officer , Assembly
Steve Smith , Editorial Director, Events , MediaPost
10:30 AM
10:45 AM
As media buying moves from desktop to mobile and both screens often work in the night light of prime time TV, connecting mobile IDs is the new holy grail. But it is an issue. Evolving device advertiser tags in apps, deterministic vs. probabilistic IDs, multiple browser tags, and the problem of matching them to desktop cookies make all of this a challenge. We ask the buyers and planners themselves what is working for them.
Alan Chapell , Principal , Chapell & Associates
Alex Andreyev , Director of Omnichannel Marketing , Neo@Oglilvy
Mike Chang , Senior Director, Solution Architecture , Krux
Angelina Eng , VP, Platform Solutions & Activation , Merkle
11:15 AM
Wearables offer the promise of more elastic set of variables that inform programmatic landscapes. We’ve always relied on simplistic measures like site and time-of-day. But wearables can improve that process with greater significance for both the consumer and the brand. That means more relevant touches, based on transaction history (digital wallet), recent proximity (GPS), or even biometric feedback (sensors)—offering deeper value to both ends of the relationship.
Ben Gaddis , Chief Innovation Officer , T3
11:30 AM
11:45 AM

Sorry, but the standard exchange based mobile banners are eyesores. They either miniaturize desktop banners and fit the target mobile screen poorly, or they break the user experience and site design. Are richer and better ad creative ever coming to mobile programmatic? Is a better in-feed experience via native part of the answer? Or should mobile media and advertisers be rethinking ad experiences altogether for this screen?   


Jen Brady , Founder , FRED & Associates
James Connelly , CEO and Co-founder , Fetch
Travis Johnson , Global President , Ansible
Drew Ungvarsky , CEO & Executive Creative Director , Grow
12:30 PM
In a creative use of TV, Twitter and mobile devices, John Hancock let users complete a TV spot on their own. James Bacharach shares how targeted mobile media and synchronized tweets turned TV viewers of its Life Comes Next campaign into engaged explorers of multiple spot endings and  brand’s rich content.
James Bacharach , VP, Brand, Marketing & Creative Service , John Hancock
Steve Smith , Editorial Director, Events , MediaPost
12:45 PM
1:00 PM
1:20 PM
1:45 PM