The “clean room” approach to analyzing, activating and measuring data between brands and their partners is more than a new shiny MarTech object. It has the power to change the ways in which marketers analyze their own customer base and drive business partnerships. But it won’t be easy. Ellen Johnson digs into what EA has learned during their efforts to integrate clean rooms at one of the world’s largest gaming companies. How do they need to be structured, internally and with partners, to render new insights and efficiency? And can they lead to new ways of defining and targeting audiences? This is not going to be a plug and play project.

Advertisers have become increasingly reliant on digital identity signals to reach the right audience. But due to the actions of platform owners like Google and Apple, as well as governments around the world, these identity signals have been thrown into a state of flux – making it harder for advertisers to achieve their media objectives. This presentation summarizes the most important changes in the identity space, and how brands can meet the challenges of the present and the future.

As Avocados From Mexico transforms its media and analytics and migrates its user IDs to a new platform, it needed to better understand their own base. As a preamble to our panel on ID tracking, Jovanny shares a test-and-learn project the brand applied to different behaviors on its own site. What is the difference between prospects who click and those who dwell? Should they be identified and retargeted differently?

The future of consumer identity tracking online is uncertain, at best. But the bets media buyers make now have consequences. We ask our panel of big spenders to share the solutions they are banking on. But more than that. We follow their money and have them explore the immediate impact of those choices. The future of consumer identity tracking online is uncertain, at best. But the bets media buyers make now have consequences. We ask our panel of big spenders to share the solutions they are banking on. But more than that. We follow their money and have them explore the immediate impact of those choices.

In a fragmented, multichannel programmatic ad landscape, audio has emerged as one of the more impactful formats. But what are data-driven audio spots good for in the larger marketing mix? Are programmatic ad insertions as effective as traditional host reads? And how trackable and accountable has this medium become since the days of vague download counts? Natasha shares best practices and learnings from Spark Foundry’s work across many audio formats for a range of clients.

With multiple product lines, B2C/B2B constituencies, highly localized pricing and competitive sets, auto enthusiast brand and insurance provider Hagerty needed to build its own addressable market data toolkit. But nano-segmenting profiles from a wide range of first- and third-party data was only the start. As Hagerty aimed its toolkit at the media plan, it built an equally nuanced approach to multi-touch attribution that directly corelated to organizational efficiency thresholds. What can mere mortals learn from such a project?

As ad-supported streaming services explode available inventory, and more premium services announce plans for even more, where have buyers placed their bets so far? Are there significant differences emerging across these services, their audiences, targeting, measurement and results? And how are buyers navigating all of these walled gardens? Let's share notes.

Like many hot DTCs, smart oven brand Tovala touches and re-touches consumers across every imaginable medium. But how do you stitch these disparate channel experiences to minimize friction in the customer journey and optimize these touchpoints to improve conversions? Brian Krall digs into Tovala’s use of replay session analytics to better understand engagement trends, drop-off points and conversion paths. What has the brand learned about using this toolset to smooth the journey for customers but also evaluate media performance and test new channels?

As Hunter Douglas has moved more of its media buying in-house, it has also redefined its KPIs, reorganized its internal reporting, and has recast its core targeting and media buying. Whew! Tiffany Leung reports on how these multiple shifts have impacted media spend and effectiveness…and the lessons from going in-house.

In just a few years, Retail Media Networks (RMNs) have transformed the e-commerce ad marketplace with a whole new class of inventory. Bringing advertisers deep into the purchase funnel, powered by purchase-focused first party data, and tied directly to sales, RMN advertising is an irresistible option across product categories. But how do brands map their own customers’ journeys against these offerings, blend them with larger efforts, and choose among the options? Chris Reebie walks us through the emerging best practices and early learnings. What does the landscape look like? How do you research and plot customer journeys, mix and match options, test, and measure results? Every retailer wants to be Amazon now, so how do media buyers need to adjust?

OOH used to be a glorified real estate business where location and road-side visibility was the unique selling proposition.  Programmatic then emerged as a transformative equalizer to the conversation. With a complete "through–line" view into what people consume beyond their home, brands have started to leverage the future of OOH and its connection to broader programmatic ecosystem. This presentation will illustrate how brands have executed within the programmatic marketplace to stitch together a “connected experience” of ad exposure. Physical Proximity is the driver as the consumer moves from gas stations, retail stores, business offices, public transit, biking paths, and ridesharing – all through OOH.