Wednesday, 08/23
6:30 PM Pacific
9:30 PM ET
Welcome Cocktails
Pavilion (outdoors)
Thursday, 08/24
7:45 AM Pacific
10:45 AM ET
Coffee Service Available
Alpine Foyer
8:00 AM Pacific
11:00 AM ET
VIP 1:1 Meetings
Six Peaks Grille (near event General Session room)
8:30 AM Pacific
11:30 AM ET
Breakfast Buffet Opens
Alpine Foyer
9:00 AM Pacific
12:00 PM ET
Welcome to Tahoe
- Featuring
- Jon Whitfield, COO, MediaPost
9:15 AM Pacific
12:15 PM ET
Sponsor Breakfast Presentation
9:35 AM Pacific
12:35 PM ET
Opening Remarks
Alpine Ballroom
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:45 AM Pacific
12:45 PM ET
Keynote: Consumers Are People, Too: Giving Customers a Voice in a World of Numbers
Marketers' devotion to big data, algorithms and statistical averages is misaligned with their mission - creating positive emotional experiences for customers and growing their loyalty. Alex explains how Zappos is using data and insights to infuse, not suppress, the Voice of Customers (VOC) into all aspects of its marketing, product development and experiences.
- Keynote
- Alex Genov, Head of Marketing Insights & Customer Research, Zappos
10:15 AM Pacific
1:15 PM ET
Panel: Context, Affinity, Intent: What Is the Post-Cookie Signal?
As the cookie (slowly) crumbles, which signals should best drive your ad targeting? Is contextual targeting enough? Audience affinities? Or do we need to lean into publishers' intent-based solutions? How are media planners mixing and matching these alternatives to the waning third party cookie jar?
- Moderator
- Cory Treffiletti, Contributing Writer, MediaPost @ctreff
- PanelistS
- Brad Chamberlin, Brad Chamberlin, Group Director, Digital/Display, dentsu Media US @BJChamberlin
- Maikel O’Hanlon, SVP, Performance Media & Innovation, Horizon Media
10:45 AM Pacific
1:45 PM ET
Sponsor Spotlight & Coffee Break
11:15 AM Pacific
2:15 PM ET
Case Study: We Need More than TV Reach: How Sunglass Hut’s Video Investments Measure Up
As data-driven video channels on bigger screens become more targeted and precisely measured, how can retailers better use them to drive foot traffic and measure impact? For Sunglass Hut, this has been an opportunity to bring their cable/CTV/OTT buys away from Spray and Pray approaches to more performance-oriented attribution models that drive business decisions with hard data. Caroline shares the learnings.
- Presenter
- Caroline Proto, Director, Global Media, Luxottica
11:40 AM Pacific
2:40 PM ET
Q&A: The Gentle Art of Changing the Data Conversation
As promotional budgets feel the squeeze from retail sales woes, how do marketers ensure they remain relevant and integral to the bottom line? Change the conversation? As Catherine Seaton explains, marketers need to bring forward their data and customer expertise to help locate the areas of weakness and opportunity. It is not just about ROAS but how marketers can marshal their unique data resources to fuel growth.
- Interviewee
- Catherine Hoffman Seaton, Vice President Marketing, Windsor Stores
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
12:00 PM Pacific
3:00 PM ET
Roundtable: Solving for CTV
As ad-supported live streaming and AVOD inventories explode, how are CTV buyers choosing among the players and then measuring performance?
- Featuring
- Ben Hovaness, SVP, Marketplace Intelligence, Omnicom
12:00 PM Pacific
3:00 PM ET
Roundtable: Taking the Measure of RMNs
Advertiser spend into Retail Media Networks (RMNs) are on a blistering growth path, and could eclipse TV spend by some estimates. But measurement across this sprawling landscape of walled gardens has become a major challenge for planners. So how are advertisers integrating these allocations into the overall plan, measuring incrementality, justifying reallocations? And how are media buyers managing these relationships, comparing, and choosing among an exploding marketplace of options?
- Featuring
- Lauren Tucker, Senior Manager, Programmatic and Digital, Carat
12:00 PM Pacific
3:00 PM ET
Roundtable: The (1st Party) Ties that Bind: 1st Party Data as the Catch-All Solution for Targeting
3rd party data is in danger of extinction, but how are brands and platforms stretching the definition of what can be called “1st party”? What data falls under the industry-standard definition of “1st party”? Are clean rooms the new solution du jour? Let’s discuss.
- Featuring
- Roland Osae-Oppong, North America Head of Performance Media, E-Commerce, HP
12:45 PM Pacific
3:45 PM ET
Sponsor Lunch Presentation
Alpine Ballroom
12:45 PM Pacific
3:45 PM ET
Lunch
2:00 PM Pacific
5:00 PM ET
Sailboat Cruise on Lake Tahoe
Lake Tahoe Kayak Tour
Guided Hike
Golf at Everline Resort
6:30 PM Pacific
9:30 PM ET
Cocktail Party
Jakes on the Lake - Downtown Tahoe City (shuttle departs at 6pm SHARP!!)
7:30 PM Pacific
10:30 PM ET
Dinner
Jakes on the Lake - Downtown Tahoe City
Friday, 08/25
7:45 AM Pacific
10:45 AM ET
Coffee Service Available
Alpine Foyer
8:00 AM Pacific
11:00 AM ET
VIP 1:1 Meetings
Six Peaks Grille (near event General Session room)
8:30 AM Pacific
11:30 AM ET
Breakfast Buffet Opens
Alpine Foyer
9:15 AM Pacific
12:15 PM ET
Sponsor Breakfast Presentation
Alpine Ballroom
9:35 AM Pacific
12:35 PM ET
Notes from the Emcee
Alpine Ballroom
- MC
- Cory Treffiletti, Contributing Writer, MediaPost @ctreff
9:45 AM Pacific
12:45 PM ET
Keynote: Building the Full In-House Funnel
In order to have total control and rapid response from top to bottom of the marketing funnel, Manulife decided to bring much of its media in-house. Chris Potts explores how they structured the effort to give the brand control over media optimization in closer to real time as well as to build more reliable attribution models. What was learned? What efficiencies and greater impact achieved?
- Keynote
- Chris Potts, Global Head of Demand Generation & Marketing Measurement, Manulife/John Hancock
10:15 AM Pacific
1:15 PM ET
Panel: AI and the Stack: Build, Buy or Partner?
Here we go again. As in the early days of martech, the AI/ML hype cycle forces both advertisers and agencies to reevaluate their stack. How and where do these emerging technologies fit into existing systems? DIY? Outsource? Who should own and understand the black boxes? What policies, controls, and liabilities are at stake here? And what lessons from the last round of stack-building can be applied here?
- Moderator
- Cory Treffiletti, Contributing Writer, MediaPost @ctreff
- PanelistS
- Morgan Chemij, Global Marketplace Strategy & Execution, HP
- Ben Hovaness, SVP, Marketplace Intelligence, Omnicom
10:45 AM Pacific
1:45 PM ET
Sponsor Spotlight & Coffee Break
11:15 AM Pacific
2:15 PM ET
Case Study: Data Drives Experience: General Mills' New Consumer Recipe
With a goal of becoming the CPG leader in the data and analytics space, General Mills has built a next-generation, unified CDP approach. Erika explores how the company solved for disparate datasets and tech platforms, incomplete pictures of the GMI consumer and leveraging new media to find new audiences. By committing to a first-party data effort, rethinking the stack, and crafting an end-to-end solution GMI is hoping to sole for the perennial consumer question at scale - What's for Dinner?
- Presenter
- Erika Reed, Manager - Consumer Data Strategy, General Mills
11:40 AM Pacific
2:40 PM ET
Case Study: ŌURA's Sleep-Talking: Media Innovation Is the Message
Breaking through the clutter requires innovation both in leveraging emerging media and in using existing screens in novel ways. ŌURA, home of the Oura Ring, hasa sleek design with a deeper story to tell. Manbir explains how their unique messaging and placements in everything from digital out of home screens to Wordle can grab and keep attention. By appearing in unexpected places to surprise and delight, the brand is building a new market for smarter sleeping.
- Presenter
- Manbir Sodhia, VP of Growth, ŌURA
12:00 PM Pacific
3:00 PM ET
Roundtable: AI and the Next Digital Ecology
What are the longer-term implications of generative AI on the overall web content and search economy and the flow of addressable eyeballs online? How do advertisers prepare for it? SEO? Gating your content? Overall decline in web traffic?
- Featuring
- Langston Willis, Digital Lead, ID Comms
12:00 PM Pacific
3:00 PM ET
Roundtable: Overcoming the Marketing and Sales Data Divide
How are marketers solving for the silos and disconnects among their marketing, sales and analytics teams, various metrics, and concerns?
- Featuring
- Michael Pierre, VP Activation & Reporting, Beacon
12:00 PM Pacific
3:00 PM ET
Roundtable: Attribution Modeling & Measurement - What Works, What Doesn’t, and Do We Care?
Every Mediapost event tackles attribution modeling and ongoing measurement, but are over-complicating the topic? Do you have models that work for you and does your organization buy off on it, or is the final measurement all about sales and that’s it. Are you able to truly optimize based on the attribution models you work with? Let’s discuss!
- Featuring
- Hedy Payghambari, Head of Digital Growth, Blaze Pizza
12:45 PM Pacific
3:45 PM ET
Sponsor Lunch Presentation
2:00 PM Pacific
5:00 PM ET
Cable Car to High Camp - Incredible views, Refreshments - with optional guided Hike down
Horseback Riding at Alpine Meadow Stables
Pool Hang-out
6:30 PM Pacific
9:30 PM ET
Cocktail Party
10th tee (on the golf course at back of hotel)
7:30 PM Pacific
10:30 PM ET
Dinner
Pavilion (outdoors)
Saturday, 08/26
8:00 AM Pacific
11:00 AM ET
Coffee & Breakfast Buffet Opens
Alpine Foyer
8:45 AM Pacific
11:45 AM ET
Panel: Identity vs. Privacy First vs. Marketing Attribution
Alpine Ballroom
What does being "privacy first" really mean for marketers as they juggle their need for attribution and identity tracking against customer control of their data?
- Moderator
- Cory Treffiletti, Contributing Writer, MediaPost @ctreff
- PanelistS
- Meghan McGuirk, SVP Digital Investment, Havas Media
- Roland Osae-Oppong, North America Head of Performance Media, E-Commerce, HP
9:15 AM Pacific
12:15 PM ET
Panel: New Adventures in Programmatic: DOOH, Audio, Gaming
Data-driven automated ad delivery is available everywhere from on your gas pump to your Wordle clone, at odd moments in your podcast to taxi tops. But how do these emerging extensions of online media distribution work within an integrated plan? This panel explores how agencies and marketers are exploring the outer edges of digital ad delivery to find new consumer touchpoints and creative opportunities.
- Moderator
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- PanelistS
- Jake Chun, Senior Partner, Director, EssenceMediacom
- Allison Miller, Director, Media Buying, Barkley
- Ly Tran, Founder & CEO, Stiletto Collective @lytran
9:45 AM Pacific
12:45 PM ET
Case Study: Unlocking Incremental Value in Digital Media
Over the past years, while Programmatic spend has significantly increased, so has waste and fraud within the market place. Langston explains how to get better transparency and accountability within programmatic media and drive incremental value for your brand.
- Presenter
- Langston Willis, Digital Lead, ID Comms
10:15 AM Pacific
1:15 PM ET
Event concludes