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Thursday, October 2
- Joe Mandese, Editor-in-Chief, MediaPost
Pixar’s Wall-e may be a robot to tug the heartstrings and play a plausible hero in an epic story. But DSPs, trading desks and ad exchanges are not Wall-e. Generally they still paper the Web with standard banners that consumers barely attend and rarely see. In a recent Millward Brown survey of marketers, 50% agreed that digital has never delivered as a branding vehicle, and large shares of advertisers are wary of programmatic advertising’s viewability, transparency and fraud issues. Are these automated platforms in the end just suited for direct response? Is any storytelling, any branding really going on here? And as programmatic technologies migrate into premium, video and eventually TV platforms, will they challenge traditional creativity, storytelling and branding there with DR accountability and aesthetics?
- Matt Rednor, Chief Strategy & Innovation Officer, MRY @mrednor
- Craig Atkinson, Chief Operating and Digital Officer, PHD @atky2000
- Jen Brady, Founder & CEO, Fred & Associates @jenbrady
- Troy Lerner, Founder and President, Booyah Advertising
- Rachel Pasqua, Head of Mobility, MEC North America @rachelpasqua
- Eric Porres, Chief Marketing Officer, Rocket Fuel, Inc. @eporres
Kellogg has been actively programmatic for several years now. We will continue to share with the industry some of our historical learnings from successes and challenges, discuss how not all media partners are equal, highlight the reasons for transparency, shout out the importance of viewability in display and video, share stories of private versus open exchanges, topline thoughts on 2015 (cross device, purchase-based targeting/re-targeting) and relive how Kellogg is achieving 3 of our main KPIs…all optimized to 30 minutes or less.
- Jim Kiszka, Senior Manager, Digital Media, Kellogg Company
This presentation will discuss MAGNA GLOBAL’s latest global programmatic estimates for market size and growth in important G14 markets. In addition, it will analyze the evolution of the programmatic ecosystem & explore the most relevant 2014 programmatic trends to both buyers and sellers, both in digital and beyond.
- Luke Stillman, Forecasting Manager, Magna Global
From Kellogg’s to Kimberly-Clark, Lenovo to Procter & Gamble, major advertisers are not only touting their increased investment in programmatic platforms; they are taking ownership of them. At times partnering with their agencies and at times taking the trading desk concept entirely in house, some major brands want greater control of data, pricing and transparency. But beyond the press releases, what really is going on here. Are advertisers skeptical of agency trading desk methods and models? How are they managing themselves the traditional agency tasks of media buying and creative execution? How do agencies need to reorganize themselves to accommodate some of these new trading desk partnerships? And as some of these jobs move in-house at the brand, how do agencies need to recalibrate their service offerings to ensure they remain relevant and add value?
As media buyers look for greater control, transparency, brand safety and accountability, they appear to be rushing towards an old model powered by new technologies. The so-called “private exchanges” restore direct relationships between buyers and major media in platforms that allow for private contracts that are outside the visible markets. GroupM announced it would move all its programmatic buying off the open exchanges and into private ones. How and why is this happening? Will it impact pricing, supply, the available inventory on the open exchanges? And is this an attempt by Madison Avenue to retrieve a dwindling leverage it once had in the market by securing and constraining supply?
- Joe Mandese, Editor-in-Chief, MediaPost
- Ari Bluman, Chief Digital Investment Officer, GroupM
- Rob Master, Vice President Media, Unilever @robj76
- Paul Rostkowski, President, Varick Media Management @prostkowski
- Michael Tiffany, Co-Founder and CEO, White Ops
- Jeremy Zimmerman, Director of Advertising Operations, American Media
Does the new science of data gathering and targeting raise serious public policy questions not just about privacy but about equal access to resources? Reports on data gathering by both the White House and the FTC have warned that consumers are being bucketed even by anonymized profiling in ways that can disqualify them for services or inaccurately portray them to employers or financial, insurance and health institutions without redress. What position should the industry take on this? Is the danger to consumers real, or is it imagined and speculative? Is there even a “self-policing” solution to this?
As the brand investment in programmatic video rushes in so does increased scrutiny. User look-away behaviors, autoplay video models, and the sheer clutter of the browser desktop challenge any ad’s ability to be seen. Programmatic buying amplifies the concern over viewability by adding greater reach across mid and long tail sites. And even though the MRC has issued viewability guideline, questions remain about definitions, accreditation and especially the implications of a 2-second rule on creativity? As we explore in this panel, video viewability is not only a problem technology solves, but one that creatives need to address. How do formats and pre-roll storytelling need to adjust at long last to the unique conditions of digital media consumption? This will take more than two seconds to answer.
- James Green, CEO, Magnetic @JamesANGreen
- Matt Arkin, VP, Programmatic Sales for Video Reach, YuMe
- Christina Beaumier, Vice President of Product Development, Xaxis @cboomerang
- Josh Engroff, Chief Digital Media Officer; Managing Partner , The Media Kitchen; kbs+ Ventures @jengroff
- Jordan Rednor, Co-Founder/Partner, Protagonist
- Kira Young, Media Director, Piston Agency
Retargeting remains the most popular and core tactic among programmatic media buyers because it seems as simple as it is effective. Retrieve a hand-raiser by following them off-site with the items or brands they browsed without buying. But the set-and-forget, pester-till-they-convert model can both irritate customers and miss cultivating deeper relationships and conversions. We bring together some of the more successful practitioners of advanced retargeting tactics to outline the better way. From crafting a retargeting goal and strategy up front, to proper audience segmentation, cookie-placement and cross-selling tactics for the converted, we lay out hot better use, not abuse the technique. Do marketers really want to stalk their past site visitors? Or do they want to leverage the technologies wisely to have conversations?
Like eyeballs and time spent, programmatic platforms are migrating to mobile even faster than they are technologically prepared. Twitter and its MoPub are cutting mega-deals with Madison Ave. The major supply side platforms are rushing in to buy or build mobile extensions, and many major media are already complementing their mobile native ads with in-feed units from private and open exchanges. But is the infrastructure of data, targeting and accountability up to the challenge of a mobile migration? Is cross-platform tracking and attribution really better than a year or two ago? What has changed? Has the absent cookie issue been solved, really? Are these ads performing yet for buyers and sellers, or is the market promising more than it currently delivers?