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Thursday, July 25
- Joe Mandese, Editor-in-Chief, MediaPost
Gary Milner, Lenovo's Director of Global Digital Marketing, will explain how RTB will unite his brand's global agencies under an initiative that uses programmatic buying platforms and a heavy reliance on data to achieve Lenovo's objectives. Learn how Lenovo is reshaping their global digital advertising strategy using programmatic video. Understand why buying digital video using RTB is critical for a global corporation navigating a rapidly changing ecosystem packed with complexity.
- Gary Milner, Director, Global Digital Marketing Manager, Lenovo
For all of the growth real-time bidding systems have enjoyed in recent years, this method of buying and selling inventory continues to be associated with remnant assets, simple retargeting, and cheap reach that are best used for direct response campaigns. We start OMMA RTB by going to the agency buyers and planners who must integrate RTB with other parts of the campaign and media plan. How are they really using this inventory in relation to the rest of the plan, and how specifically is that changing if at all? If the brands RTB was supposed to help attract are here, then what are they doing here and to what effect?
- Erik Sass, Reporter, MediaPost
- Mandana Mellano, VP, Solutions Lead, RAPP
- Marcus Pratt, Director of Insights & Technologies, Mediasmith
- Alan Smith, Planning Director, NA, Essence Digital
- Abe Snyder, Media Director, Traction
They said it would never happen, that TV was sacred space where direct relationships, upfront buying and even spot markets were immune to the lure of programmatic trading and real time bidding. Maybe not so much. The platforms are being built, and many expect that some segment of the TV ad market will be part of agency trading desks in coming years. What will this world of more automated TV spot buying and selling look like? What have we learned from the early days of online video RTB that foreshadows the effect automated systems will have on TV? Whose oxen are about to be gored? Which pricing models put at risk?
- Wayne Friedman, West Coast Editor, MediaPost
- Michael Brunick, SVP, Programmatic, Magna Global
- Sandie Milberg, SVP, Platform Sales, Varick Media Management @smilberg22
For all of its theoretical targeting sophistication, audience segmentation and user profiling, a great deal of RTB inventory is really used to find and retrieve a customer who has already been to a brand’s properties or expressed an interest through search. But how can marketers best leverage the data available in exchanges and from their own user base to create better predictive models that get new customers more effectively?
- Ryan Derrow, VP and Practice Leader, Online Investment & Activation, Empower MediaMarketing
- Tim Waddell, Director of Prodcut Marketing for Advertising Solutions, Adobe @timwaddell
Sponsor Luncheon Presentation
Algorithms -- the computer programs codifying the business rules that oversee programmatic trading -- are the secret technological sauce of the RTB marketplace. But how do you know whether the ones your DSP or trading desk use are actually in rhythm with your marketing objectives. This panel will shed light on the black boxes that govern the RTB world, demystifying what goes into the boxes and what constitutes best practices in algorithmic media-buying -- and equally importantly, what does not.
- Joe Mandese, Editor-in-Chief, MediaPost
- Mike Baker, Co-Founder, President and CEO, DataXu
- Christopher Hansen, President, Netmining
- Neal Richter, Chief Scientist, The Rubicon Project
- Mark Torrance, CTO, Rocket Fuel
- Matt Weight, Director of Technology, Digitaria
Barely a year old, the Facebook Exchange (FBX) drew early praise for its effectiveness in converting prospects and fixing some of what ails traditional RTB: brand safety, ad visibility, identifying intent, etc. But getting beyond the initial flush of success we ask various members of the supply and buying chain to share best practices for making the most of FBX. What have we learned about optimizing campaigns here, about proper audience segmentation, ad timing, effectiveness of creative and making the most of FBX’s back end metrics? Roughly nine months into the life of FBX how are marketers integrating it into the mix, shifting budgets accordingly and affecting their digital plans?
- Nancy Adzentoivich, Managing Director, Resolution Media
- James Green, CEO, Magnetic @JamesANGreen
We all know the promise of mobile. We have heard for years about the precision targeting and profiling that are theoretically possible here. Some argue that RTB is a perfect fit for a platform that is already producing massive and massively un-monetized inventory. And others argue that mobile casts off data and targeting sets that are quite distinct from the desktop and can’t be compared or integrated easily. But let’s get real about what kind of targeting is possible through RTB systems now and what is not. What kind of segmentation really is available at scale in what kind of inventory? We finish OMMA RTB by looking forward to the next great platform for these technologies but with a critical eye towards their real limitations now and what marketers can and should expect from them.
- Will Akerlof, Partner & President, Liquid Advertising @willakerlof