Agenda

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Wednesday, August 22

6:30 PMOutside at Pavilion

Thursday, August 23

8:00 AMAlpine Ballroom
Registration & Breakfast
8:15 AM
Day 1: Branding and Performance

We open the Summit exploring the intersection of brand strategy and data driven advertising. How are marketers building their first party data war chest to bring to battle? And how are they deploying the data and technology beyond just immediate performance and towards building brands?

9:00 AM
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
In recent years Bayer has taken much of its digital media buying in-house. As Head of Programmatic Paul Gelb will explain, the process has involved more than just staffing up, jettisoning vendors and restructuring agency relationships. It also has resulted in a new approach to media planning  - now from the “bottom up.” Gelb explores how the brand has flipped the traditional marketing mix modeling to put digital reach at the center of the plan to help drive smarter and more efficient use of all other channels.
Keynote
Paul Gelb, Head of Programmatic & Social, Bayer 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:45 AM

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.

Moderator
Nina Lentini, Columnist, MediaPost 
PanelistS
Evan Hanlon, President, [m]PLATFORM US 
Dillon Lockett, VP, Head of Display, iProspect US 
Libby Snead, Director of Marketing, Avvo 
11:00 AM
After years of leveraging its literally blue ribbon iconic beer brand and POS tactics, Pabst is going all-in digital. As Pabst Brewing pursues new and younger customers in a challenging and highly competitive environment, we explore how the company is building its first and second party data, charting new segments and planning a major rebrand. At the same time it is breaking another of its long traditions – in-house media buying. Why all of these changes, now? We discuss with the brand and its agency.
IntervieweeS
Jillian Davis, Director of Marketing Technology, Pabst Brewing Company 
Trisha Stecker, Director of Channel Strategy & Digital Media, RR Partners 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
11:30 AM

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.

Moderator
Lora Parker, Vice President of Media Services, PMG 
PanelistS
Ahmed Al-Waili, Director, Programmatic, Active International 
Melissa Bonnick, SVP Programmatic Strategy, Havas Media Group 
Rob Jayson, EVP, Insights & Analytics, USIM 
Yuting Zhang, Senior Strategist, Search & Programmatic, The Media Kitchen 
12:15 PM
Building First Party Data - Libby Snead, Director of Marketing, Avvo
Programmatic Branding - Rob Jayson, EVP, Insights & Analytics, USIM
Agency, Clients and The Hybrid Model -
Trisha Stecker, Director of Channel Strategy & Digital Media, RR Partners
1:00 PM
Lunch
1:10 PM
Golf at Squaw Creek Course
Cable Car to High Camp for Swimming (Heated), Cocktails and Roller Skating
ATV Tour on the Rubicon Trail
5:00 PMAlpine Ballroom
One on One Meetings, by invitation only.
Shuttle buses WILL depart from lobby at 6:10pm sharp!
Experience Lake Tahoe aboard Wild Goose II! A tradition for the past 100 years. The early era of cruising on Lake Tahoe included  the original "Wild Goose", a double-ender frequented by dashing and debonair visitors to the lake. Now, Wild Goose II brings the grace and elegance of that time to life again. Wild Goose II is a 36-foot Grand Craft Commuter boat in the style and quality of the original wooden boat era.
At the Famous, Gar Woods Restaurant & Pier

Friday, August 24

8:00 AMAlpine Ballroom
Breakfast
Day 2: Programmatic Next

Automation everywhere. Today we explore how programmatic approaches and data infused plans are informing emerging channels like audio and out of home as well as transforming the role of video in marketing strategy.

9:00 AM
Consumers don’t think in channels. They just know how they want to shop. Nordstrom has re-engineered both its in-house programmatic buying and creative teams around maximizing retail and ecommerce options for different regions and individual customers. Evan Barocas explains how the company applies both a geo-location and behavioral lens to their customers so that the right offer reaches the right customer with the right channel options at the right time.
Keynote
Evan Barocas, Senior Online Advertising Specialist, Nordstrom 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:30 AM

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?

Moderator
Shannon Bartholemy, Director, Digital Strategy, Ocean Media 
PanelistS
Moriah Lynch, Senior Strategist, The Media Kitchen 
Clayton McLaughlin, SVP, Ecselis Managing Director US, Havas Media 
Natalie Silvagni, Director, Digital Media and Innovation, Quigley-Simpson 
10:00 AM
DMPs have become commonplace among the larger brands, but unlocking the data and power within is another matter. Silos, ownership, governance, standardized naming conventions – all become critical challenges to making the DMP investment worthwhile. AARP Senior Digital Strategist Hoan Tchen shares her lessons learned in the journey towards optimizing a DMP at a multi-tiered, siloed legacy brand. From getting access to the right data to defining use cases, creating audience naming conventions to unearthing hidden features in the stack, she shares her DMP adventure.
Presenter
Hoan Tchen, Senior Digital Strategist, Programmatic, AARP 
11:00 AM

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?

Moderator
George Leon, Chief Strategy Officer, HawthorneDirect 
PanelistS
Benton Crane, CEO, Harmon Brothers 
Shannon Marcotte, Director, Performance Marketing, Sunbasket 
Swapnil Patel, Executive Director, Media, McKinney 
11:45 AM

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.

Keynote
Chris Cable, Director, Data, Analytics and Strategic Planning, Diageo 
12:15 PM
Audio, Voice, OOH - Clayton McLaughlin, SVP, Ecselis Managing Director US, Havas Media
Video and Performance - John Taranto, VP Sales, TiVo
Care and Feeding of A DMP - Hoan Tchen, Senior Digital Strategist, Programmatic, AARP
1:00 PM
Lunch
1:10 PM
Lake Tahoe Kayak Tour
Horseback Riding at Alpine Meadows
Golf at Gray's Crossing Golf Course
6:30 PMGolf Course
7:30 PMSpa Deck

Saturday, August 25

8:00 AMAlpine Ballroom
Breakfast
Day 3: Brass Tactics

We round out the Summit drilling into the latest tactics for data driven advertising. How are the new dynamics of the marketplace changing bid tactics and brand strategy? And how and where are buyers ensuring greater transparency about the buys themselves?

8:45 AM
Buying insurance remains a highly individual decision based on many very personal factors. A brand like State Farm must ensure that its data-driven advertising acknowledges the humanity and individuality of the process even as it uses algorithms, AI, and automation to help drive results. Brittany Mitchell explores how she is pushing against the limits of the programmatic environment to understand in a deeper way precisely where and how her ads are being served and how people respond differently to messages in certain contexts. Ultimately a brand needs to look beyond immediate KPIs at the entire advertising ecosystem they are building and how customers feel about making their way through it.
Keynote
Brittany Mitchell, Marketing Manager, State Farm 
9:15 AM

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.

Moderator
Lee Elliot, Vice President, Digital Media, VaynerMedia 
PanelistS
Ed Camargo, VP of Paid Digital Media & Programmatic Lead, PMX 
Ben Hovaness, Executive Director, Digital Activation, Hearts & Science 
9:45 AM
How do marketers operate with the speed of politics?  How does the fast pace, agile nature of campaigns translate into brand and DTC strategy?  Abe will discuss how to leverage the erratic news cycle around current events, shrinking creative life cycles and shorter consumption habits. This includes harnessing emerging technologies while navigating the finite timeline of an election cycle.
Presenter
Abe Adams, Managing Partner, Targeted Victory 
10:30 AM
New Trading Tactics - Lee Elliot, Vice President, Digital Media, VaynerMedia
Learning from Political Marketing
- Abe Adams, Managing Partner, Targeted Victory
11:30 AM
Conference Concludes