If "data is the new media," then doesn't it require similar up front planning? How are a range of brands with different traditional connections to their consumers building that first party war chest, organizing it internally and then activating it for both advertising and marketing projects? What have been the most effective ways to harvest new data, and which data points take more and less priority? If data takes as much of a strategy as media, what is the plan?

Advertisers clamor for "transparency," but how can marketers set themselves up for cleaner, more accountable relationships from the outset of a campaign? We explore how advertisers are using clear up front KPIs, shared definitions of transparency, RFPs and programmatic disclosures to build a "transparency plan."

Building the Better Stack - Kellie Keehr, Sr. Manager, AdTech & Platforms, T-Mobile
Planning for Transparency - Ben Hovaness, Managing Director, Marketplace Intelligence & Innovation, Omnicom
Scrubbing the Data - Dan Williams, CRO, 3 Day Blinds

What can we learn by sharing basic programmatic media shopping skills? Two programmatic veterans compare and contrast their internal processes for organizing ad groups, devising testing and optimization protocols. How do different organizations execute their buys, and what can they learn from one another?

The fastest growing player in online advertising also happens to be the Goliath of e-tailing and the mother of walled gardens. That makes things as complicated as they are promising. As brands and agencies ramp up their Amazon practice to manage the new inventory we ask what best practices have already emerged around leveraging this unique platform for media, direct sales, product testing, consumer intelligence...all at once.

For over four years HP has been on its own journey to bring more of its media and data destiny in-house. Here we explore the major stages of that transition and how HP has identified three key areas where the in-house team surpasses previous models for media buying as well as areas where agencies have become even more integral than in the past. What have they learned? What has been gained? When does in-housing actually lead to smarter outsourcing?

So many video screens (social, mobile, OTT, CTV) so little time, money and attention share. How are advertisers building coherent and accountable campaigns out of this explosion in formats, screens and media players now flooding the zone? What does it take to assemble worthwhile reach in this environment? How are buyers reconciling the disparate metrics, managing rising CPMs, the sheer clutter on the supply side? We are years away from the standards and the tech needed to solve for these problems, so what are advertisers doing until then?

Combining location data with smart profiling, Mall of America has learned to pull its most likely fashion, holiday and seasonal shoppers back through programmatic and social channels. As MoA and its agency Ciceron will share, they are also using location and geo-fencing technologies to track and learn from foot traffic and sales that are attributable to those buys.

Video Fragmentation - Jeff Snow, Senior Social Media Manager, KEEN Footwear
Mobile Conversions - Ashley Evenson, Director, Emerging Media and Ad Solutions, Ciceron Digital Media Group