Agenda

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Tuesday, September 27

8:15 AM
Registration & Breakfast
9:00 AM
MC
Ross Fadner, Director, Event Programming, MediaPost 
9:15 AM

Heading into 2017, nearly every agency and many brands already purchase some form of programmatic advertising inventory. Even more publishers employ automated channels for their sales strategy. And still, demand for quality programmatic inventory, especially video, outstrips supply, which means the price advertisers pay for this inventory should continue to rise. At what point will programmatic supply and demand stabilize? As we gear up for Q4, where is programmatic advertising today? What major issues still need to be addressed for this maturing medium? What should advertisers expect heading into Q4 2016 and beyond?

Moderator
Joe Mandese, Editor-in-Chief, MediaPost 
PanelistS
Vincent Bareges, VP of Publisher Development, Amnet Group 
Andrew Eklund, CEO and Co-Founder, Ciceron 
Doug Grumet, SVP, Media, AMP Agency 
Jeremy Hlavacek, Vice President, Global Automated Monetization, The Weather Company 
Michael Moreau, COO, Link Data Cloud, Krux 
10:00 AM
In our opening Keynote Q&A, Jonny Silberman, Director of Innovation & Strategy, Anheuser-Busch InBev, and Tobi Elkin, Editor, Real-Time Daily, will discuss A-B InBev's experience with programmatic media, including: challenges around programmatic, especially where mobile in-app campaigns are concerned; the challenges posed by programmatic for consumer package goods marketers vis-a-vis measurement; and the use of data in targeting, performance measurement, frequency capping, and overlap analysis.
Interviewee
Jonny Silberman, Director of Innovation & Strategy, Anheuser-Busch InBev 
Interviewer
Tobi Elkin, Editor/Reporter, Real-Time Daily, MediaPost 
10:30 AM
Coffee Break
11:00 AM
Without question, the twin forces of ad blocking and ad fraud hover like dark clouds over the horizon of programmatic advertising. Repetitive ads, ads that follow you everywhere, slow loading times, etc. lead consumers to purchase or download ad blockers. Meanwhile, fraud is pervasive, with non-human traffic accounting for a projected 21 percent of programmatic impressions in 2016. Some even say the problem is more widespread than has been reported. Left unchecked, these trends could utterly destroy an otherwise burgeoning economy. What is the buyers’ role in upending these trends? How are they finding clean inventory and shifting spend in and out of different channels? How is it impacting their relationship with clients, in particular?
Moderator
Ryan Hurley, Director of Performance Marketing, The Archer Group 
PanelistS
Steve Carbone, Chief Digital & Analytics Officer, MediaCom 
Mark Howard, Chief Revenue Officer, Forbes Media 
Greg March, CEO, Noble People 
Mike Smith, Senior Vice President Advertising Platforms, Core Audience, Hearst; Senior Vice President of Revenue Platforms and Operations, Hearst Magazines Digital Media 
Mitchell Weinstein, SVP, Director of Ad Operations, IPG Mediabrands 
11:45 AM
This Omnicom Media Group study provides an overview of the current state of ad-blocking, highlighting why consumers use them, as well as what motivates consumers to disable and/or uninstall them. The research suggests that ad-blocking is not inevitable, and that brands and publishers can take certain steps to minimize its impact.
Presenter
Priscilla Aydin, Associate Director, Primary Research & Insights, Annalect Group 
12:15 PM
To be sure, programmatic buying offers retailer marketers a way to expand their marketing efforts beyond search, but it also affords them the opportunity to expand their marketing efforts across every channel. Most sophisticated programmatic campaigns target audiences based on aggregate data, including buying history, search, demonstrated interests, age and other demographic info gleaned from your registration data—all of which can be used to inform or reinforce marketing efforts in other channels. How can marketers use the data at their disposal to better target in-market audiences? What are they learning by combining first, second and third party data, and how do they know they are interpreting it correctly?
Moderator
Dr. Augustine Fou, Digital Consigliere, Marketing Science Consulting Group, Inc. 
PanelistS
Andrew Arthur, SVP, Product Lead on Data Partnerships, GfK MRI 
Nick Cavet, Associate Partner, Digital Strategy, VSA Partners 
Scott Linzer, Vice President, Owned Media, iCrossing 
Evan Magliocca, Brand Marketing Manager, Baesman Insights & Marketing 
Tyler Pietz, VP, Programmatic Strategy, Cadreon 
1:00 PM
Lunch
1:10 PM
1:30 PM
Our second Keynote Interview features a conversation between CarMax Director of Marketing Strategy and Customer Acquisition, Kyle Kuklinski and Ross Fadner, MediaPost’s Director of Event Programming. They will discuss how one the country’s largest new and used auto retailers uses programmatic advertising today, including its particular emphasis on testing and optimization, upper funnel vs. lower funnel messaging strategies, as well as revealing what the Fortune 500 brand is learning about its audience from its programmatic campaigns.
Interviewee
Kyle Kuklinski, Director, Marketing Strategy, Customer Acquisition, CarMax 
Interviewer
Ross Fadner, Director, Event Programming, MediaPost 
2:00 PM
Even though it seems like everyone—including advertisers—, hates banner ads, banners are still by far the most popular ad format traded on exchanges today. However, industry-watchers claim that 2017 is the year programmatic offerings go truly omnichannel, as publishers ramp up the amount of video, rich media, native, Internet radio, OTT and sponsorship inventory available for purchase on exchanges. How does the definition of programmatic change as automated buying migrates to new channels? With some newer channels offering more immersive formats, how can buyers, sellers and their tech partners ensure that the same problems plaguing programmatic display—fraud, viewability, clickbaiting, etc—don’t infect the newer, more expensive inventory?
Moderator
Karl Spangenberg, SVP, MediaLink 
PanelistS
Scott Bender, Global Head, Publisher Strategy & Business Development, Prohaska Consulting 
Ashley Evenson, Director, Ciceron Digital Media Group 
Jim Lesser, President & CEO, BBDO San Francisco 
Jeanniey Mullen, Global Marketing Leader, Mercer 
Rich Sobel, SVP, Programs & Services, Publicis Media – Data, Technology and Innovation 
2:45 PM
Coffee Break
3:15 PM
Programmatic. If there’s any word in the modern advertising lexicon that provokes equal amounts of excitement and confusion, it's without a doubt, Programmatic. However, as the media landscape continues to evolve and becomes more complex, programmatic will take on increasingly more responsibility in making advertising more relevant, effective, and ultimately more efficient across channels. This session will deliver thoughts on the current state of programmatic advertising, and where it’s headed.
Presenter
George Musi, SVP, Head of Analytics & Insight, Optimedia 
3:45 PM

In June, News Corp CEO Robert Thomson responded to Facebook’s News Feed update (which effectively demoted media content in user feeds), claiming that the social behemoth is undermining media companies’ businesses. He suggested media companies should band together to extend their reach so they can more forcefully compete with the likes of Facebook and Google. What is he suggesting here, that media companies build a competitor to these giants, or rather, that they create a large private exchange or sales consortium that puts them more in control of their ad sales? Either way, haven’t we seen this movie before? What leverage do media companies have on Google and Facebook? Conversely, has the dominance of their platforms turned news and entertainment into mere commodities?

Moderator
Betsy Frank, Founder & President, Betsy Frank Insights 
PanelistS
Amanda Damiano, Assistant Professor of Journalism, Media Studies, and Public Relations, Hofstra University 
Lung Huang, Head of Strategic Partnerships, 84.51° 
Kavata Mbondo, VP, Revenue Strategy and Operations, Time Inc. 
Nancy Telliho, SVP, Marketing and Digital Initiatives, MPA, The Association of Magazine Media 
4:30 PM
Conference Concludes