The Great Robot Wars of 2015
At OMMA RTB at Ad Week we go into the trenches to explore both the growing pains of the exchange-based economy and the tactics its best practitioners are deploying to make the most of its capabilities. As automated ad systems reach new platforms, it is time to ask whether the technology and the inventory can live up to its original promise to serve the branding goals of major product advertisers. Budgets appear to be moving into programmatic platforms, but who is winning the inventory turf battle – private exchanges, Google, Facebook? And how are programmatic platforms revealing fissures in agency relationships with their clients, over price transparency, data ownership, cost controls? Video’s entry into the exchange economy has heightened questions about where, whether and for how long pre-rolls even are being seen. Is the 15 second spot even relevant here? And how about the consumer in all of this? As users now get besieged by well targeted but redundant and off-message retargeting campaigns, isn’t it time marketers took a more mature approach. Can’t these technologies do more than stalk our own customers?
At OMMA RTB at Ad Week we press the industry to chart a course towards greater maturity – toward using these amazing tools to build brands and relationships.
Has the real time auction model produced a rational market of pricing, better quality inventory and reliable targeting? Has the long-promised transparency in the marketplace really advanced beyond early rhetoric, or are agencies and publishers still playing shell games with the real nature of inventory, mark-ups, data sources? Facebook’s FBX inventory was expected to disrupt the RTB economy with more reliable inventory, transparency and analytics, but how has it reoriented the market? Big bets are being placed on the role of RTB practices for monetizing mobile, but is the wish well ahead of the technological capabilities.
And of course the very trustworthiness of the programmatic approach has been shaken this year. Reports of widespread fraudulent activity show that the same complexity underpinning exchange and targeting wizardry makes the system perhaps vulnerable to bad actors. Is this a permanent condition of the exchange technology?
As programmatic advertising expands out into mobile, TV and perhaps cars and an Internet of things, the stakes couldn’t be higher for the industry. Is it ready for adulthood?
What To Expect
* Listen to leaders in the online marketing industry give keynotes, research presentations, and discuss the benefits, challenges, and future of RTB.
* Discover when to use RTB-driven campaigns, where humans fit into the picture, how to balance premium display and RTB strategies, and the impact RTB has on the market for buying and selling inventory.
* A unique opportunity to network with top media buyers, planners, senior ad agency execs, publishers, brand managers, researchers, analysts, and technology solution providers.
* Gain an all-around deeper understanding on the complex subject of RTB in order to make the most of all of the opportunities at your disposal.
Past Attendees Include
"Terrific content and deep insights from industry leaders engaged in various parts of the RTB ecosystem, well worth attending and I look forward to the next one." Elias Guerra, Senior Director, Marketplace Development, Flurry
"I look to OMMA to provide an uncanny perspective on the future of our industry. In all areas of the online advertising world, from publishers to advertisers and all the innovative technology players in between. This show is a platform and forum for the most forward-thinking leaders and perspectives. Five stars!" Amiad Solomon, President, Peer39
"I love the way dialog develops throughout the day at these OMMA events! The keynotes and sessions were all interesting. Great events!" JJ Beh, Mortgage Strategy & Planning Lead, ING Direct USA
"Above all other conferences, the OMMA events provide the most comprehensive insight into the state and future of interactive media, marketing and advertising. The content is top-notch, and the individuals I have the opportunity to meet, are the ones leading the charge to make interactive a premier medium for advertisers. These are top-quality events for anyone involved in the digital media space" Kevin Klein, Sr. Marketing Manager, Global Display, Amazon.com
"The OMMA RTB Conference features smart panelists and strong topics, yielding great insight and information that is both enlightening and actionable!"
Joel Nierman, Marketing & Media Director, Critical Mass
What other industry practitioners are saying about MediaPost's OMMA RTB event series...
"At OMMA's RTB conference, I really appreciated the candid feedback from the panels on some of the more complex topics like Video in the RTB space and the effects of FBX on the industry as well as the user. Great content!" Leila Mabourakh, Technical Account Manager, Google Ad Exchange
"The OMMA RTB is an incredible mix of talent, content, and information, I highly recommend attending to anyone trying to keep up with the constantly changing online ad environment." Jennifer Marfino, Business Development Manager, LeaseWeb USA
"Great content, discussions with the right industry leaders on-hand every time. Well done MediaPost." Nick Hulse, CRO, Rubicon Project
"Great event. Great networking. Best event for getting the industry's collective wisdom on this subject quickly." Trip Foster, Director, Business Development, Zenovia Digital Exchange
"I was impressed with the number and quality of attendees, caliber of panelists and topics at OMMA's RTB event. The content on the day was excellent. Thank you MediaPost and OMMA for a great experience, and fantastic event." Eric Franchi, Co-Founder, Undertone
"OMMA RTB was a very educational session for all of my team, and especially the new recruits who watched the show online. They had a chance to see the actors and influencers in this business and learn a tremendous amount. Very well done MediaPost!" John Staub, CEO, CAPPTURE.com
"OMMA RTB provided a great platform to learn about the space directly from the leaders who are shaping it. The conference had excellent panels from all the entities operating in this industry - Advertisers, Brand Marketers, Publishers, Agencies, DSPs, Ad Servers, AdNetworks, and Exchanges. Overall, it was a melting pot of expertise and innovation." Vishal Rupani, Director of Product Management, Affinity.com
"OMMA RTB was without a doubt one of the better conferences I've been to in years. The editorially crafted content made for great discussions for new and seasoned veterans of digital media alike. There was a good amount of conflict on each panel to force discussion and critical thinking. OMMA RTB was well worth my trip from the Bay area to New York." Rodney Mayers, Chief Revenue Officer, Proximic
“I rarely attend conferences but this day was worth its weight in monthly user visits. The keynotes, multiple panels and round table lunch all had me getting more and more engaged. The event was perfectly timed and right in my wheelhouse. Thanks MediaPost for a great conference.” Jeff Taylor, Founder, Monster.com