August 21 - 24, 2019
Lake Tahoe

Live Event Coverage

Agenda

Wednesday, 08/21

6:30 PM
Welcome Cocktail Reception
Pavilion (lower level near resort pool)

Thursday, 08/22

8:00 AM
Registration & Breakfast
Alpine Foyer
8:00 AM
One-on-One Meetings
Monument Peak (located one floor below lobby)
One-on-One Meetings scheduled for select attendees. Invites are on a case-by-case basis so please check your inbox.
8:30 AM
Sponsor Breakfast Presentation
Alpine Ballroom
Day 1 - Data as a Strategy Data is everywhere but we open the Summit with key questions about how media buyers are developing their first party troves, how the can keep the data reliable and clean, and how they can execute on that data in more transparent ways.
9:00 AM
Opening Remarks
Alpine Ballroom
9:15 AM
Keynote: AdTech 2.0 – Building Experiences, Not Stacks
As platforms and capabilities commoditize, marketers need to vette their tech against a new set of standards – how they build customer experience. AdTech 2.0 starts with the relationships brands need to build throughout the supply chain – with publishers, with a networks of data and other providers, in order to create more seamless experiences for the customer. We will explore how T-Mobile is leaning into the supply chain to enforce greater transparency, interoperability and direct relationships with media and customers. What business cases can marketers build around richer customer experiences? How are platforms and partnerships being re-evaluated according their ability to power a more holistic set of goals and not just check the tech boxes?
KeynoteS
Evan Barocas, Director, Media Operations at T-Mobile, T-Mobile 
Kellie Keehr, Sr. Manager, AdTech & Platforms, T-Mobile 
9:45 AM
Panel: The First Party Data Plan
Alpine Ballroom

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?

Moderator
Chris Morse, VP Growth, Americas, M&C Saatchi Performance 
PanelistS
Alberto Aceves, Group Media Director, Programmatic Strategy, AKQA 
Luke Kintigh, Head of Content Distribution and Social Media, Autodesk 
Nick Martucci, Director of Marketing, Westgate Resorts 
10:15 AM
Presentation: Scrubbing the Data: A Brand Housekeeping Guide
Data may be the fuel driving the digital targeting revolution, but much of what fills brands’ tanks is poorly filtered, stale, low-octane. From naming conventions to well-aligned KPIs, consistency of data over time to recency of behaviors – there are many forms of data dirt. 3DayBlinds’ Dan Williams recounts his effort to increase the digital ad engine’s effectiveness by starting at the fuel line.
Presenter
Dan Williams, CRO, 3 Day Blinds 
10:45 AM
Sponsor Spotlight and Coffee Break
Alpine Foyer
11:15 AM
Panel: Planning for Transparency

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."

Moderator
James Mullany, Group Director, Agency Media, Beeby Clark+Meyler 
PanelistS
Ahmed Al-Waili, Director, Programmatic, Data & Insights, Active International 
Ben Hovaness, Managing Director, Marketplace Intelligence & Innovation, Omnicom 
12:15 PM
Roundtables
Alpine Ballroom

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

1:00 PM
Lunch
1:10 PM
Sponsor Luncheon Presentation
Alpine Ballroom
ATV Tour on the Rubicon Trail
Golf at Squaw Creek Course
Lake Tahoe Kayak Tour
6:30 PM
Cocktail Party
Jakes on the Lake, Tahoe City - Shuttle buses leave at 6pm sharp!
7:30 PM
Dinner Reception
Jakes on the Lake, Tahoe City

Friday, 08/23

8:00 AM
Registration & Breakfast
Alpine Foyer
8:00 AM
One-on-One Meetings
Monument Peak
One-on-One Meetings scheduled for select attendees. Invites are on a case-by-case basis so please check your inbox.
8:30 AM
Sponsor Breakfast Presentation
Alpine Ballroom
Day 2 - Gaining Tactical Advantage

Day 2 of the Summit drills into best practices. How are companies old and new leveraging their data more intelligently to drive media results? How are media buyers leveraging Amazon's unique new ad inventory? And how do media buying practices differ across organizations?

9:00 AM
Keynote: The 168-Year-Old DTC Startup
How can the 168-year-old insurance brand MassMutual turnaround a 300-year tradition of broker-based consumer connections? It creates an in-house DTC that marries classic mortality and underwriting data with cutting edge psychographics and cross-screen behavioral targeting. Matt Myers illustrates how Haven Life uses new and old data types to model, activate and measure its DTC outreach. Meet your new programmatic broker.
Keynote
Matt Myers, Head of Customer Acquistion, Haven Life 
9:30 AM
Presentation: The New Product Media Journey
As LifeLock and Norton joined under the Symantec brand, it faced a daunting wave of challenges internal and external in launching a new product category. We explore how the team navigated everything from internal communication to customer journey mapping, messaging and planning to scaling for global.
Presenter
Saquib Pasha, Director of Digital Media, Customer Acquisition, Norton/LifeLock 
10:00 AM
Coffee Break & Sponsor Spotlight
Alpine Foyer
10:30 AM
Co-Presentation: How Do You Buy?

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?

PresenterS
Manny Hernandez, VP, Head of Display Activation, Essence Digital 
Jarod May, Senior Manager, Programmatic Media, TechStyle Fashion Group 
11:00 AM
Panel: The Amazon Inventory

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.

Moderator
Mary Altonji, Senior Data Analyst, Good Apple 
PanelistS
Jordan Berry, Senior Manager, Amazon Programmatic, Tinuiti 
Sarah Koch, VP, Programmatic Strategy Director, Havas Chicago 
Lyle Seebeck, Supervisor, Programmatic Investment, ForwardPMX 
11:45 AM
Case Study: HP’s In-Housing Evolution

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?

Presenter
Morgan Chemij, Sr. Director, CRM & Acquisition Marketing, HP.com 
12:00 PM
Roundtables
Alpine Ballroom
Programmatic Buying Best Practices - Manny Hernandez, VP, Head of Display Activation,   Essence Digital and Jarod May, Senior Manager, Programmatic Media, TechStyle Fashion Group
The Amazon Strategy - Andrew Eklund, Founder & CEO, Ciceron
Challenges of Programmatic Mobile - Justin Goldman, Director of Sales, MiQ
12:30 PM
Lunch
12:40 PM
Sponsor Luncheon Presentation
Alpine Ballroom
Cable Car to High Camp for Swimming (Heated), Cocktails and Roller Skating
Golf at Coyote Moon Course
Horseback Riding at Alpine Meadows
6:30 PM
Cocktail Party
Golf Course
7:30 PM
Dinner Reception
Cascade Restaurant (below general session room)

Saturday, 08/24

8:00 AM
Registration & Breakfast
Alpine Foyer
Day 3 - Solving for 2020

As programmatic media expands across video, CTV and mobile, we wrap the summit exploring how marketers are keeping their eye on performance and accountability in these more fragmented, walled media that will dominate in years to come.

8:45 AM
Keynote: Why Viewability Is Just the Beginning
Alpine Ballroom
“Viewability” is only the means to an end - what should be the deeper goal of gauging attention. Philip shows how Asics uses third party tools to cut through the walled gardens of incompatible KPIs and definitions to find an arbiter of truth. But how can media teams also use these metrics to break down subjectivity in talking to creative teams and develop more robust channel strategies? Viewability is just the beginning.
Keynote
Philip Bryant, Senior Manager, Digital Marketing, ASICS Digital 
9:15 AM
Presentation: All-In on Social - Lessons Learned
Paid social is something everyone is continuing to scale up. But what are the impacts of focusing 100% of your energy in these channels? Are you actually able to access “everyone” you need to as a brand and drive meaningful actions? Do you have the creative power to retain their attention and build brand awareness? Do you have strategies in place to capitalize on the effects of your brand halo? KEEN went all in on paid social and has some short term and long term learnings to share.
Presenter
Jeff Snow, Senior Social Media Manager, KEEN Footwear 
9:30 AM
Panel: Solving for Video Fragmentation

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?

Moderator
Hannah Farmer, Associate Media Director, Programmatic, Good Apple 
PanelistS
Greg Anderson, Managing Director, Xaxis Media Group 
Krista Deshayes, Vice President of Marketing, Saatva Mattress 
Jeff Snow, Senior Social Media Manager, KEEN Footwear 
10:00 AM
Case Study: Magnetizing the Mall

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.

PresenterS
Ashley Evenson, Director, Emerging Media and Ad Solutions, Ciceron Digital Media Group 
Sara Johnson, Integrated Marketing Manager, Mall of America 
10:30 AM
Roundtables

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

11:00 AM
Conference Concludes