Agenda

March 22, 2015
6:00 PM
Welcome Cocktail Reception
March 23, 2015
7:30 AM
Registration Opens
8:00 AM
Breakfast
8:10 AM
Sponsor Breakfast Presentation
8:45 AM
Opening Remarks
MC
Steve Smith , VP, Editorial Director, Events, MediaPost
9:00 AM
Lenovo was among the first major brands to fully embrace the promise of programmatic platforms, but not without growing pains. Gary Milner will explore why automated systems will be the main media buying method for Lenovo and how it is fitting into the larger media strategy. He will share insights into choosing partners for the programmatic journey and use case materials to foreshadow the next steps for improving creative execution and testing.   
Keynote
Gary Milner , Director, Global Digital Marketing, Lenovo
9:30 AM

Despite its many protests to the contrary, the programmatic industry and RTB in particular have been driven by performance metrics, direct marketing sensibilities and more often than not remnant inventory. We ask several leading buyers and marketers to tell us more than just “branding is coming” and show how they are using richer metrics and strategic thinking to integrate programmatic with overall brand and sales goals.

Moderator
Chris Wexler , SVP, Director, Media and Consumer Engagement, Cramer-Krasselt
Panelist
Nick Fairbairn , VP, Brand Marketing, Dollar Shave Club
Adam Heimlich , SVP Programmatic, Managing Director of HX, Horizon Media
Igor Krakovsky , VP, Online Acquisition, Beachbody
10:15 AM
As programmatic buying of display ads becomes more prevalent – and given the current economics in the market – we are seeing a trend toward insourcing of this function.  This session will cover the rationale behind this movement, what the key issues are from a technical, staffing, analytic, and governance standpoint, and what the business case is for managing programmatic ad buying internally.  We will also review a case study for a client who has done this globally and what key challenges and risks are involved – as well as the best procedures for overcoming those issues.
Presenter
Craig Macdonald , Managing Director, Digital Lead for Communications and Media Practice, Accenture
10:45 AM

Brands want greater control of their data, their messaging, and their costs – not to mention a break from dodgy transparency from agency trading desks. But what does it really take to get there? How much needs to be in-house and how much can be outsourced and partnered in? What are the real staffing needs, and how does owning your own trading desk really impact the rest of a marketing team. But more than added efficiency and control, what does it take to make the most out of the torrents of data brands will own – in integrating them with other systems to maximize the upside? This user’s guide offers practical advice for marketers looking to own the stack.

Moderator
Joe Mandese , Editor-in-Chief, MediaPost
Panelist
Bob Dashtizad , Director of Digital Media, Hawthorne Direct
Ryan David , President, Lean Media
Oscar Garza , Global Director of Programmatic, Essence
James McNamara , Platform Strategy & Operations, eXelate
11:30 AM

In its ability to streamline outmoded ad ops inefficiencies yet maintain valued relationships between publisher and buyer, programmatic direct seems like a good idea. Let’s do it. But most measures still show but a small fraction of overall media spend using these platforms. We explore why and how the transition is not as simple as it seems. Disagreements continue over what technology works here and how it reorganizes both publisher sales and agency ad ops. Can this inventory integrate well with trading desks? Should it even live there? Worse, there is still incompatibility between the sell and buy side in the technologies they favor and over whose goals are being satisfied. We discuss how programmatic direct needs to evolve in order to expand.

Moderator
Scott Harkey , President, Owens Harkey
Panelist
Carol Chung , SVP, Media Technology, DigitasLBi
Jack Dempsey Southerland , SVP of Programmatic Solutions, PulsePoint
Harshal Vadnere , Product Manager, Microsoft
12:15 PM

Can Programmatic Really Serve Branding? - Chris Wexler, SVP, Director of Media and Consumer Engagement, Cramer-Krasselt

Taking Programmatic In House - Kevin Rettig, Senior Manager, Global Media Management, Accenture

Making Programmatic Direct Work For Publishers And Buyers - Scott Harkey, President, Owens Harkey

1:00 PM
Lunch
1:10 PM
Sponsor Luncheon Presentation
2:00 PM
Afternoon Activities
2:00 PM


From the mind of world-renowned golf course architect Arthur Hills comes a course that promises an enjoyable and unforgettable golf adventure. The Camelback - Ambiente Golf Course in Scottsdale features towering trees, subtle landforms and impressive bunkering to sharpen your game.

This 6,903-yard, par 72 design is known for its strategic layout, challenging water holes, and had its 18th hole voted the best water hole in the state by Arizona Golf Magazine.
2:00 PM


A short distance from the resort, the Arizona Canal is one of Phoenix's longest multi-use trails. Enjoy a long bike rides along this trail which is 40 miles of paved and graveled surfaces from end to end. The canal brings water and life to the desert and provides a beautiful setting for a ride.
2:00 PM


A guided ride that takes you into the Sonoran desert where you will see a great variety of plants native to the region, from the pincushion and hedgehog cactus, prickly pear, barrel cactus, ocatillo, mesquite, palo verde, to the giant saguaro cactus.
2:20 PM


This is deemed as a moderate difficulty hike with an elevation gain of 1,200 feet. The trail heads up a well-maintained trail on Camelback's east flank, but becomes a challenging and technical ascent upon reaching the ridge-line.

Along with this challenge comes the beautiful views of Camelback Mountain.
6:00 PM
One on One Meetings
6:30 PM
Cocktail Party
7:30 PM
Dinner Reception
March 24, 2015
8:00 AM
Registration Opens
8:10 AM
Sponsor Breakfast Presentation
8:15 AM
Breakfast
9:00 AM
In a ever-crowded digital marketplace, it is not enough to just be present. The best brands achieve breakthrough by remaining relevant and timely with their messaging. So what's a small shop to do with limited budgets and even more limited people resources? Find out how Emory University's Goizueta Business School challenged the norms by using programmatic creative solutions to meet - and exceed - their lead generation goals, ultimately emerging as a champion.
Keynote
Angela Lee-Bostick , Associate Dean of Marketing and Communications, Emory University
9:30 AM

“The messaging needs to catch up with the technology.” That has been the mantra in the programmatic industry all year. But where are we seeing any progress? We ask the doers, not the talkers, to explore how they are proving that smarter personalization and versioning, prioritizing segments for custom creative, and even dynamic ad creation are proving their value. How are they using data to inform more segmented messaging, and how are they leveraging the technology to scale the creative to make it affordable?

Moderator
Scott McAndrew , Chief Strategy Officer, LaneTerralever
Panelist
Jeff Campbell , Director of Media, iCrossing
Jared Lake , VP, Digital Strategy, Ocean Media
Jeremy Leonard , COO, IMM
Sam Temes , Global Product Strategy, Google
10:15 AM

Now that we have built a massive ad targeting and bidding infrastructure that can parse audiences with uncanny precision, it is time to ask whether this serves everyone equally. Do CPGs, auto, entertainment, retail, b2b, gaming, health and beauty need more discrete solutions? Just like specialized ad networks of old, will programmatic platforms benefit from vertical-specific approaches in their next generation? As some of these vertical pour serious money into programmatic platforms how can they benefit from the greater domain expertise, direct relationships with publishers, and target audience knowledge that comes with specialization? Should different technologies be applied to various verticals? And ultimately the industry has to ask whether and when the massive scale of existing programmatic platforms impede rather than encourage investment from some business segments.

Moderator
Sara Pfitzinger , Snr Display Account Manager, 3Q Digital
Panelist
Rich Devine , Global SVP of Media Services, Possible
James Green , CEO, Magnetic
Lesley Pinckney , VP, Digital, Walton Isaacson
11:00 AM

With GroupM’s loud proclamation it would end transactions on open exchanges, and all media buyers clamoring for better inventory, more transparency, viewability and safety, the private exchange model is in vogue. But apart from challenging open exchange businesses, what does a move from open to private markets really entail mainly for publishers but also for buyers? Are the goals and inventory packaging from the sell side well aligned with buyer goals? How are both sides perceiving the distinctions among premium, private and open exchange inventories? Now that everyone seems on board to play the data driven ad game, how have the relationships among buyers and premium sellers changed?

Moderator
Matias Perel , Founder & CEO , Latin3
Panelist
Brian Brownie , Director of Advertising Operations, eBay
Nemr Elsotary , Global Director, Engagement & Acquisition Marketing, Electronic Arts
Kelvin Malena , Director of Strategy, Liquid Advertising
Brian Nadres , Director of Programmatic Media, The Media Kitchen
11:45 AM

Marrying Better Creative With Advanced TargetingScott McAndrew, Chief Strategy Officer, LaneTerralever

Customizing Programmatic For Specific Business CategoriesSara Pfitzinger, Snr Display Account Manager, 3Q Digital

Why Should I Be Buying Into Private Exchanges, Anyway?Matias Perel, Founder & CEO, Latin3

12:45 PM
Lunch
2:00 PM
Afternoon Activities
2:00 PM



Nestled in the ravines of Arizona's McDowell Mountains and colorized by dramatic sunrises and sunsets, Eagle Mountain beckons those who desire an outstanding golf experience. Opened in 1996, this Scott Miller designed course is a spectacular representation of man's creation in harmony with nature as it winds through natural box canyons, rolling hills, and lush desert valleys.

At Eagle Mountain you'll find a challenging yet fair golf experience, with contoured fairways and immaculately maintained emerald greens throughout this par-71, 6800-yard layout.



2:00 PM


Enjoy this exhilarating off-road tour where you'll enjoy a fun-packed adrenaline rush as you twist and turn through the famed Sonoran Desert that offers unique sites such as towering cacti, bald eagles, wild horses, and the Verde River. During the tour, your guides will fill you in on all the geography, history, and nature of Arizona.
2:00 PM


Enjoy and physical workout during your afternoon by rock climbing!  Whether you're brand new to the sport or have advanced climbing skills, you'll find the perfect adventure waiting for you. Scottsdale offers outdoor rock climbing challenges for all abilities, with a wide variety of routes on a range of rock types and formations.
6:00 PM
One on One Meetings
6:30 PM
Cocktail Party
7:30 PM
Dinner Reception
March 25, 2015
8:00 AM
Registration Opens
8:00 AM
Breakfast
8:30 AM
How can brand marketers make better sense and make better decisions about the programmatic space? Global Chief Analytics Officer for Initiative, Bret Leece will discuss whether, when and how much marketers should be using programmatic advertising. What are its hidden costs, its real capacity to be measured and attributed? How can brands guarantee they show up in safe environments. And how can this acronym-infested double-speak-filled marketplace be made more human and accessible to mere mortals?
Interviewee
Bret Leece , Global Chief Analytics Officer, Initiative
Interviewer
Joe Mandese , Editor-in-Chief, MediaPost
9:00 AM

Whether you call it data driven TV buying or programmatic, the big shift to buying audiences, not just shows, on TV has begun. Buyers are already leveraging online data to find audiences on air that traditional TV data can’t match,. The convergence of OTT, VOD and TV Everywhere inventory both on TVs and devices is building individual viewer profiles that finally can be tracked across screens. Even while ESPN, NBC and the major agencies still experiment with true programmatic buying of TV spots, the impact of the data and tech driven ethos is being felt. Are we getting close to an “audience upfront”?

Moderator
Patrick Murphy , Media Director and LA Marketing Manager, Off Madison Ave
Panelist
Michael Beach , Senior Advisor for Paid Media Optimization, Cruz for President/Co-founder, Targeted Victory
Zachary Chapman , VP of Digital and Publishing Sales, ESPN
Janice Finkel-Greene , EVP Buying Analytics, Magna Global
Steve Silvestri , Sr. Director, TV Advertising and Strategy, AOL Platforms,
9:45 AM

We end the Programmatic and RTB Insider Summit on a practical note and leave you with rapid fire takeaways for getting the most bang for your RTB buck. A team of seasoned programmatic buyers will share their trove of best advice about when to start bidding, how to evaluate pricing and ROI, balancing open and private exchanges, establishing bids according to the quality of the data informing the bid and the platform being targeted. Soup to nuts – planning to analytics – here is a trove of advice to deploy as soon as you get back to the office.

Moderator
Steve Smith , VP, Editorial Director, Events, MediaPost
Panelist
Reagen Anderes , Senior Director of Media Solutions, Sq1
Maja Milicevic , VP, Demand Partnerships, Sovrn Holdings
Clayton Scott , Online Media Director, R2C Group
10:30 AM

Is Programmatic Really Ready for Prime Time? Patrick Murphy, Director of Media Services, Off Madison Ave

Best Practices for Getting the Most From Your Programmatic BuysJason Barnett, Programmatic Lead, USA, Teads.tv

11:30 AM
Conference Concludes

Programmatic’s Next Act: Life Beyond Performance Display

RTB and programmatic ad platforms are barely five years old and they have already eaten up considerable performance media spend and much of the conversation around digital advertising. At the second RTB Insider Summit we lean forward to explore how these approaches are moving into higher quality inventory and new media altogether.

We will explore how advanced targeting and media bidding and buying technologies are moving beyond performance and into branding campaigns, premium inventory, video, mobile and TV. The big questions for the industry involve whether these technologies are ready for such ambitious expansion and how media buyers and planners integrate the channels to find true efficiency and transparency? 

How do the familiar challenges of programmatic – transparency, quality, branding vs. performance, accountability – play out on new channels? 

But also how do the pieces come together using man and machine? How can programmatic models improve integrated planning, attribution, speed to market and optimization? 

But perhaps the biggest challenge for data-driven and automated ad platforms is whether their proliferation will change how advertising is created. Will the messages have to change? Will the art be made better by the science?

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