Programmatic media has captured numerous trade headlines and the attention of brands and agencies, both large and small.  With the promise to revolutionize and automate both online and offline media, comes the confusion and questions of ad fraud, opaque pricing models and visions of grandeur regarding present day programmatic capabilities. Steve Minichini will share his views of the programmatic marketplace.  He'll discuss today's programmatic landscape and detail his thoughts on the future possibilities of "programmatic next."    

Well, there is the nature and scale of the inventory, formats, relationships with publishers, marketing goals, new worlds of fraud and viewability concerns, cost, etc. etc. Our panel of video media buyers outlines some of the major ways in which programmatic video buying is substantially different from display and social. What is the real state of this inventory? How are buyers finding scale and quality? Are buyers really finding or even seeking efficiency here, or are there other reasons for video storytellers to go programmatic?

Programmatic technology and buying methods seemed tailor made to handle the inventory volumes and complexity of the mobile channel. But are marketers really making use of the targeting opportunities mobility makes possible? When do place, day parts, localized creative, or app behaviors, among other data points, really pay off for media buyers? Advertisers and agency execs talk out of real world cases to share how they have found the ROI by leveraging the unique targeting capabilities of mobile devices.

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The Golf Club at Gray's Crossing
Horseback Riding at Alpine Meadows
Biking at Squaw Creek
Cable car to High Camp for swimming (heated), cocktails and roller skating

Digital analytics are at the core of how Nestle Purina supports all of its channel efforts with programmatic display and video. Schroeder walks us through how the company optimizes on viewability and conversions and how it is transitioning to a co-managed, client-led model.

Despite the hype, very little TV inventory is really being bought and sold via the automated, programmatic systems that are familiar in online display and video. The real transformation, for now, comes from leveraging the data from online systems in order to segment TV and cherry pick programs and time slots with unprecedented precision. TV buyers are starting to target audiences rather than content. How will this change not only the TV ad economy but programming itself? Is this ultimately how TV and programmatic digital video ultimately align?

As programmatic methods and technologies move to new platforms older definitions of viewability and standards of accountability shift as well. How are video and mobile platforms introducing new challenges to media buyers? Is there agreement across buy, sell and tech sides on standards for viewability? And in lieu of aligned definitions and consistent accountability measures, how are buyers buying, optimizing and accounting in an imperfect environment? 

Programmatic TV -   Bruce Kiernan, Programmatic Specialist, MEC

The New Viewability - Jeff Campbell, Managing Director, Central, Resolution Media

Mobile Ad Creative - Lauren Moores, VP of Strategy, Dstillery

Golf at Coyote Moon Course
ATV Tour on the Rubicon Trail
Lake Tahoe Kayak Tour

For the unique soft vitamin pioneer Smartypants, programmatic systems have given this small business  a way to control its own marketing destiny. Clay Nichols tells us how the company migrated away from its agency to bring most of that model’s functions in-house. It uses advanced targeting techniques and in-app mobile display to find its customers at and after the racing events where the company makes its greatest marketing impact – sampling.

Getting past last-click attribution is the longtime mantra of media buyers, But how effectively and fairly are the alternative multi-touch, algorithmic models really mapping credit? In the complex supply chain of programmatic advertising, there are opportunities for “gaming” the algorithms to assign credit where credit really isn’t due. “Impression bombing,” artful use of retargeting at the bottom of the funnel and adding too many partners can all skew and obscure proper weighting even in sophisticated attribution models. As more marketers look beyond the last click, how do they ensure the new black box of attribution modeling is rendering an honest picture of where their money is best spent?

Playing A Fair Attribution Game - George Leon, SVP/ Media and Account Management, Hawthorne Direct

Best Practices for Video and Mobile Programmatic - Stacia Hanley, Media Director, School of Thought