Jon Espejo
Accordant Media VP, OptimizationJon is an audience buying and optimization leader with a vast array of offline and online media expertise. As VP, Optimization at Accordant Media, Jon scales best practices across its regional offices, oversees supply strategy and data partnerships, monitors privacy compliance, and helps evaluate the company’s programmatic operations. Before Accordant, he served as the Director of Programmatic Technologies at Accuen, Omnicom’s programmatic buying agency, where he was responsible for optimization training, streamlining campaign operations, and integrating DSPs into the company's technology stack. Prior to joining Accuen, Jon managed media strategy and investment at Starcom, MEC, and Mindshare for advertisers such as Showtime, Kraft, Applebee’s, Jim Beam Brands, VF Corporation, and Ikea. Jon holds an MS in Applied Statistics from DePaul University. As an alumnus of the University of Illinois at Urbana-Champaign, he has a BS in Finance and a BA in Speech Communication. Jon is also a frequent guest lecturer there.
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SCIENCE: Panel: Viewability, Fraud And The New Economics Of Media Buying
Date/Time: 11:30 AM
The viewability/fraud issue escalated this season when several TV network Up Front presentations bludgeoned digital rivals over the problem. Yet, in fairly short order, the concern over inventory quality has gone from being a debatable “issue” to a consideration baked into most media buys. But what have been the results? Are buyers seeing improvements in overall inventory quality, share of voice, performance – all early promises from those pushing for viewability and fraud metrics? And have publishers seen the improved CPMs, less clutter? How are these new metrics themselves becoming currency in the market and do they impact buying and planning strategies and tactics?
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