First party data is the new gold for marketers. But collecting, governing, mining and activating that trove is a multipart challenge. How are brands solving for siloed customer data points, normalizing that data, and using it to drive advertising campaigns in particular? Are they conducting format data and audience audits? What unexpected sources of customer data are they assembling? How are they organizing their marketing teams around a data-centric approach? Our panel shares lessons learned, missteps and fair warnings for fellow marketers.

A decade into the programmatic revolution, have marketers moved much beyond the direct marketing models that fueled its growth? Are any brands actually using programmatic for branding? What sort of messaging is involved, targeting who and where, with what goals and metrics? As more media buying moves towards automation, it begs the question whether it will push out brand considerations altogether. Discuss.

Programmatic has proven its value not only in the tech but in the technique. Data can be used to both target and automate advertising far beyond digital display or even video. We explore how programmatic is poised to transform out of home, digital audio, and voice search. How will the approaches across new channels alter the approach, scale, and integrate with other data driven advertising?

Countless new products have exploded onto social and data driven video channels to build brand and sell the goods. How are they combining fun and varied creative with tight performance metrics? How are they calculating ROI, containing creative costs, managing video inventory? What can we learn from this new generation of digital-first brands about data driven storytelling, brand vs. performance, and attribution?

Diageo spends over $500m on advertising in the US alone - being able to bring objectivity, logic and analytical rigor into our marketing investments is critical to the success of our business.

In this talk, you’ll learn how Diageo tackles marketing and media effectiveness at both the macro and micro level. From allocating spend across brands and geographies, to optimizing in-flight across channels and publishers, Diageo has a suite of tools and ways of working to maximize marketing effectiveness at all levels.

The programmatic marketplace has matured but not stood still. New practices like first price auctions, the new arts of bid-shading and the wide adoption of header bidding among publishers have changes the art of the bid. We ask buyers in the pit to share their experiences with the new dynamics of programmatic and how it should inform marketer expectations around price, targeting tactics, impact.