September 26-27, 2017Princeton Club, New York City

Agenda

Tuesday, September 26

Reaching the right person at the right time and place with the right message requires automated targeting, buying and creative execution. People-based approaches not only target individual users but respect where they are, what they have already seen, what story best suits their needs in a given time and place and on a given screen. Better, more relevant creative is at least as important now as all the rest. Are today's programmatic systems accurate, accountable and creative enough for the job?

9:00 AM
MC
Steve Smith, Editorial Director, Events, MediaPost 
9:15 AM
In today’s digital age, it is easy to be lured into adopting digital technology simply because it is new and innovative. However, Jan Huckfeldt, VP, Global Marketing and Communications at Lenovo Mobile Business Group and Motorola Mobility, believes that to revive an iconic brand, an integrated marketing approach leveraging multiple channels, including programmatic media, is more impactful than a singular strategy. As we open OMMA at AdWeek, Jan will discuss some of his key learnings as well as his theory that there is no digital strategy anymore; just strategy in a digital world.
Interviewee
Jan Huckfeldt, VP, Global Marketing and Communications, Lenovo Mobile Business Group and Motorola Mobility 
Interviewer
Ross Fadner, Director, Event Programming, MediaPost 
9:45 AM

In May, a group of programmatic and people-based marketing technology providers vowed to create a standardized, universal identifier that would be used by buyers and sellers across programmatic channels and platforms. The new standard would replace cookies and other proprietary identifiers used in programmatic bidding so that buyers and sellers have a better idea of the people behind the data they are targeting—as well as their histories, preferences and intentions. How does a universal identifier change the game for buyers and planners? Will it cause them to shift spending away from Google and Facebook towards other media? What privacy and fraud concerns does a universal identifier raise?

Moderator
Alan Chapell, Principal, Chapell & Associates 
PanelistS
Boz Boschen, Director of Digital Media, ndp agency 
Greg Carr, Partner Management Leader, The Weather Company 
Lizzy Hanna, General Manager, Engine Media 
Michael Lampert, EVP/Head of Digital, 360i 
Rich Sobel, SVP, Precision Solutions & Partnerships, Publicis Media 
10:30 AM
Coffee Break
10:45 AM

The technology behind programmatic advertising is improving all the time. Add bots to the stack and suddenly campaigns are learning how to target, test and optimize on the fly, at scale, and in real-time. While advancements in automated marketing should be game-changers for brands, the fact remains that technology can’t do everything. Only humans can turn stacks of laser-targeted tech into a conduit for richer customer relationships by creating stories that appeal to real people. After all, humans still interpret context better than robots—at least, for now.

Moderator
Ashley Evenson, Director, Ciceron Digital Media Group 
PanelistS
Kabeer Mamnoon, Co-founder, CEO, Ready State 
Andrew Sandoval, Director, Biddable Media, The Media Kitchen 
Victor Wong, CEO, Thunder 
11:15 AM
How are media companies outside of Facebook and Google creating or assembling assets that talk to the same person across screens and channels? How are the various partnerships and conglomerations of media that enable the proliferation of people-based addressable data able to help buy-side customers zero in on the right person? How important is second or third-party data to these companies, and to what extent does a proposed universal identifier for programmatic media change the game for them?
Moderator
Steve Smith, Editorial Director, Events, MediaPost 
PanelistS
Manny Balbin, SVP, Advertising Solutions, SheKnows Media 
Dana McGraw, VP Business Insights & Consumer Research, Disney Consumer Products and Interactive Media 
Jay Seideman, SVP Demand Platforms, Oath 
12:00 PM
Lunch will be served promptly at noon followed immediately by MediaPost's first annual People-Based Marketing Awards presentations and panel discussion with this year's winners.
12:00 PM
The People-Based Marketing Awards celebrate people and organizations that excel in leveraging technology, data and platforms to reach real people, as opposed to objectifying them as “consumers,” segments, impressions, metrics, KPIs or other dehumanizing marketing measurement terms and concepts. The 2017 awards recognize winners in three categories: Marketer (Loews Hotels), Agency (Elicit LLC), and Media (Spotify). A short panel led by editor-in-chief Joe Mandese will feature discussions of best practices, insights and inspiration that make for award-winning people-based marketing campaigns.
Featuring
Brian Benedik, VP - Group Head of Sales, Spotify 
Mark Gonzales, Director, Customer Technology, Elicit, LLC 
Michael Kaushansky, President of Helia, Chief Data Officer, Havas Media 
Interviewer
Joe Mandese, Editor-in-Chief, MediaPost 

People-based marketing is only as good as the depth and breadth of the data fueling it. The Data Forum explores how marketers and their agencies are assembling single-source-of-truth systems that allow the brand to be ready for their customer needs no matter where they are. How are companies reorganizing around data-centric, customer-first approaches? How are their analytics, attribution and media systems being configured to better understand what customers will need and want in real time?

1:00 PM
Today, brands and agencies are sitting on volumes of high (and low) velocity data, both structured and unstructured, from a variety of sources. Studies, however, show that at best we are capturing 40 percent value from the data we already have. People-based marketing, and other advanced analytical approaches depend on high extraction of value from data, whether to model, predict, report, or train the underlying system. So, how do we better extract value from data to drive overall business outcomes?
Keynote
Dr. Ram Singh, SVP, Analytics & Technology, Performics 
1:30 PM

If identity graphs and ID matching can really bring buyers and sellers to the 1:1 Promised Land, and programmatic systems and machine learning can test, predict and optimize campaigns against identified segments at scale, then the future surely belongs to cross-channel marketing…right? But when you pair first-party, people-based identity data with second and third party programmatic technology does that necessarily empower and enable cross-channel data to flow freely?

Moderator
Marcus White, Creative Director, Grow 
PanelistS
Liliana Caro, Global CMO, Kinetic Worldwide 
Austin Denny, Audience Product Manager, PMG Advertising Agency 
Seth Garske, Executive Director Marketing Science, Analytics & Targeting, Hacker Agency 
Imran Ismail, Senior Partner, Director Business Science and Analytics, MediaCom USA 
Guen Yi, Chief Analytics Officer, Noble People 
2:15 PM
2:45 PM
The flood of data washing over brands and agencies is forcing them to reorganize and restructure around a data-centric, customer-first approach to marketing. This transformation necessarily puts data scientists like Oleg Korenfeld, the EVP of Ad Tech & Platforms at Spark Foundry, at the forefront of advertising and data strategy and operations. In this interview, Korenfeld will discuss how his team manages the data deluge from first, second and third-party sources, as well as how companies can make sure their analytics, attribution and media systems are working together to better understand what consumers want and need in real-time.
Interviewee
Oleg Korenfeld, EVP, Ad Tech & Platforms, Spark Foundry 
Interviewer
Ross Fadner, Director, Event Programming, MediaPost 
3:15 PM

The most powerful uses of AI in marketing most likely will be invisible to consumers and even to many marketers. They will come in automated decisioning about ad buys, adaptive responses to campaign performance across screens, and among departments and partners. How are brands reorganizing for this data-centric, customer-first future? Are their analytics, attribution and media systems learning to work together—or do the machines need to figure that out, too?

Moderator
Ian Campbell, Director, UX, phenomenon 
PanelistS
Thomas Choi, SVP, Chief Product Officer, Media, RPA 
Bruce Kiernan, Head of [m]Platform/ Practice Lead, Performance Marketing, MEC North America 
Christopher Paquette, Co-Founder and CEO, DeepIntent 
Douglas Rozen, Chief Digital & Innovation Officer, OMD 
4:00 PM
In this keynote interview, Sarah Fay, Managing Director of Glasswing Ventures and regular AI Insider contributor, talks with angel investor and technology visionary Esther Dyson—whose investment portfolio has included 23andMe, Evernote, Facebook, Google, LinkedIn, Geometric Intelligence, Init.ai, Meetup, Square, Turbine.ai, WPP Group and Yandex — about how artificial intelligence is already affecting global commerce. Among other things, the pair will explore how AI affects marketing, ad tech and the enterprise, as well as human health and happiness.
Interviewee
Esther Dyson, Executive Founder, Way to Wellville 
Interviewer
Sarah Fay, Managing Director, Glasswing Ventures 
4:30 PM
Day One Concludes

Wednesday, September 27

Responding to and learning from intent signals across devices and platforms in real time is not for mere mortals. We're going to need a smarter machine -- not just a bigger one. The AI Forum opens a conversation about intelligent, teachable machines that will have to do the heavy lifting: dynamic content creation, conversational marketing, media buying and customer support. We will explore the many human-like faces of AI as it works its way throughout the marketing chain.

8:45 AM
MC
Chuck Martin, Editor, AI & IoT Daily, MediaPost 
9:00 AM
There finally is enough computing power for AI to advance into practicality. Consumers are interacting with digital voice assistants, companies are deploying chatbots and cloud-based capabilities can personalize and target in real time. This panel charts the course of how these learning capabilities will play in the world of marketing and advertising.
Moderator
Jeff Hinz, Managing Partner, U.S. Digital Director, Mediacom USA 
PanelistS
Leigh Christie, Manager, Isobar NowLab Americas, Isobar 
Christopher Neff, Senior Director of Innovation, The Community 
Keith Pine, Chief Operating Officer, Organic 
Alexander Rea, Creative Technology Officer, DDB New York 
9:45 AM

Overstock.com started out nearly 18 years ago by selling excess inventory online. Since then, the Utah-based company has grown well beyond its early days, now boasting more than 6 million products, ranging from furniture to cars. Underlying the robust commerce activities is a sophisticated AI engine with advanced machine learning to determine the actual life stages of customers. In this keynote interview, James Brohamer, Overstock’s marketing chief of staff, will provide insight into how AI and machine learning can be leveraged and paint a picture of where the world of AI, machine learning and bots is headed.

Interviewee
James Brohamer, Marketing Chief of Staff, Overstock.com 
Interviewer
Chuck Martin, Editor, AI & IoT Daily, MediaPost 
10:15 AM
Coffee Break
10:30 AM
After being one of the first retail brands in the world to replace its digital marketing efforts with artificial intelligence, Cosabella is continuing its journey. Following astonishing results on numerous AI-fueled projects, Cosabella is learning what works best and where fine-tuning is needed. Join CEO Guido Campello as he takes us through the company’s incredible marketing transformation and provides some insights on what a true AI journey looks like.
Keynote
Guido Campello, CEO, Cosabella 
10:45 AM
Amazon Alexa, Google Home and Microsoft Cortana are just the beginning of the voice revolution. The discussion focuses on the advertising challenges and opportunities for screenless marketing as consumer increasingly interact by voice, even while doing – and looking at – something else.
Moderator
Jordan Greene, Principal/Mobile Media, MellaMedia 
PanelistS
Russell Goldman, Digital Commerce Lead, Mindshare North America 
Greg Hedges, VP of Emerging Experiences, RAIN 
Sargi Mann, EVP, Digital Strategy – Investments, Havas Media Group 
Doug Robinson, Founder & Chief Executive Officer, FreshDigitalGroup 
11:15 AM
There are plenty vendors and suppliers of most any aspect of artificial intelligence. However, selecting the right suppliers can have long-range and significant effects, both good and bad. This panel tackles the issues of what to look for in a vendor, the ins and outs of going with startups and established companies and how to evaluate all along the way.
Moderator
Whitney Fishman Zember, Managing Partner, Innovation & Consumer Technology, MEC 
PanelistS
Nick Cavet, Associate Partner, Digital Strategy, VSA Partners 
Kate Hironaka, Chief Strategy Officer, B-Reel 
Lung Huang, Global SVP, Business Development, Merkle 
Jason Jercinovic, Global Head of Marketing Innovation, Havas 
12:00 PM
Lunch

The ultimate “people-based” marketing effort is when consumers listen one-to-one to people they respect and admire. Authenticity and authority reside with the 3% of social media users who move 90% of the conversation on Facebook, Instagram, Twitter, Snapchat, etc. How do marketers best measure and leverage the impact of social influencers as they expand their investment in 2017? Evaluating the partnerships remains the missing link. A slew of third party influencer networks are collecting data and building platforms to help marketers solve the puzzle. Which aspects of influencer marketing can be amplified by technology? How are third parties moving the needle?

1:00 PM

With 1,500+ members spanning its breadth of titles across devices and platforms, Electronic Arts already operates one of the largest and most sophisticated influencer marketing programs you will find anywhere—and yet, earlier this year, the gaming giant told investors it was planning to shift even more marketing spend away from traditional media towards its influencer program for the foreseeable future. In this keynote interview, Chris Mancil, Global Director, Community & Influencers, will walk us through EA’s “Game Changers” program, revealing how and why it has been such an unmitigated success for the game publisher.

Interviewee
Chris Mancil, Global Director, Community & Influencers, Electronic Arts 
Interviewer
Ross Fadner, Director, Event Programming, MediaPost 
1:30 PM

Is influencer ROI an oxymoron or an achievable metric? With influencer payment rates all over the map and all marketers held to greater accountability, how are brands solving for measurability here? We ask several experienced influence campaigner to speak from example and share their recent cases.

Moderator
Leslie Hall, Principal, ICED Media 
PanelistS
Jodi Harris, VP, Consumer Strategy & In­sights, Anheuser-Busch 
Greg Meyer, Head of Influence, HYFN 
Keith Pape, Founder & CEO, YELLOWPIKE MEDIA 
Samantha Skey, President & Chief Revenue Officer, SheKnows 
Sarah Anne Spaulding, Social Media Manager and Chief Content Editor, Macy's 
2:15 PM

Influencers are one-person media companies, but they often need legacy media to lend them greater reach and legitimacy with advertisers. Major media companies like Conde Nast often extend their marketing and sponsored content programs with networks of allied influencers. But how are legacy media working best with these new media pioneers? What is and is not working in the influencer networks? How are old media asserting some scale, uniformity, brand halo and even transparency to the influencer ecosystem?

Interviewee
Craig Kostelic, Chief Business Officer, Condé Nast, The Food Innovation Group 
Interviewer
Sara Guaglione, Reporter, Mediapost 
2:45 PM
Coffee Break
3:00 PM

Some industry watchers think influencer marketing needs a dramatic rethink, away from social media stars that deliver massive reach towards smaller micro-influencers, claiming the Web’s biggest stars are now just as inaccessible to regular people as Hollywood celebrities, making them (ironically) less influential. Is there really an inverse relationship between reach and accessibility when it comes to celebrity in America, and is that something you can measure?

Moderator
Michelle Lomas, VP, Head of Content & Hearst Activation, iCrossing 
PanelistS
Christina Cooksey, SVP, Creative Product, Deep Focus 
Sadie Daryan, Global Sr. Manager, Channel Incubation, Social, eBay 
Jordan Finger, VP, Growth Marketing, Freshly.com 
Dondre Green, Publisher, Bronx Narratives 
Dave Snyder, Executive Creative Director, Firstborn 
3:45 PM
In early September, the Federal Trade Commission updated its Endorsement Guides for truth-in-advertising, specifically targeting influencer marketing via social media. Now, influencers whose disclosure practices are found to be inconsistent with the Guides could be penalized for their paid endorsements on their social channels. In this exclusive interview, Allison Fitzpatrick, Partner at Davis & Gilbert, will walk us through the FTC updates, and explain how it directly affects, brands, agencies, influencers and influencer marketing agencies.
Interviewee
Allison Fitzpatrick, Partner, Davis & Gilbert 
Interviewer
Ross Fadner, Director, Event Programming, MediaPost 
4:15 PM
Conference Concludes