August 19 - 22, 2020
Lake Tahoe, CA

Programmatic

Live Event Coverage

Agenda

Wednesday, 08/19

6:30 PM
Welcome Cocktail Reception

Thursday, 08/20

8:00 AM
Registration & Breakfast
Day 1 - Emergency Planning

How did the data-driven ad economy experience and best respond to the crisis? We open the summit sharing best learnings from the crisis about what happened to media budgets during the crisis, how automation adjusted to a new cultural tone, and where buyers found the inventory they needed.

9:00 AM
Opening Remarks
9:15 AM
Keynote
9:45 AM
Panel: Rethinking Relevance, Messaging and Context After the Storm

When the tone of the entire culture changes, otherwise smart media suddenly looks and sounds tone deaf, inappropriate or just out of place. So when virus coverage swamped the digital channels, users swarmed online with one thing top of mind, and paths to purchase shuffled wildly -- what was the emergency response? Placements and dynamic creative can be particularly hard to control in programmatic channels. So how did advertisers and media buyers rethink both their media and creative strategies? And what did they learn about emergency response itself that can be brought forward into the next crisis?

10:45 AM
Case Study
11:15 AM
Do the Media Shuffle
With sports gone, clients skittish about news adjacencies, shopping and esports on the rise, where did the media spend actually go in the last four months to find safe scale? Inventories swelled, prices sank, but how did the dynamics of programmatic marketplaces change?
11:45 AM
Presentation: The Retail Ad Economy Booms
12:00 PM
Roundtables

Messaging and Context in A Crisis
Changing the Media Mix
Leveraging Retail Ad Inventory

12:30 PM
Lunch
6:30 PM
Cocktail Party
7:30 PM
Dinner Reception

Friday, 08/21

Day 2 - Tracking In a Cookieless World

It's Data Day at the Summit. We explore how buyers adjust to the looming cookieless world, how they are valuing the data they do acquire and how location may trump identity in many cases.

9:00 AM
Keynote
9:45 AM
Presentation: Data Strategy
9:45 AM
Identity As A Strategy: Planning the Cookie-less Future

Even before Covid-19, data-driven advertising was facing a perfect storm over cookie-based tracking. We know the drill, but what is the plan? For tracking and targeting consumers reliably across channels? To mix and match first- and third-party data to establish identity? To measure across incompatible metrics? We explore what a long-term brand strategy for privacy, data management and hygiene looks like in a post-cookie world.

10:15 AM
Sponsor Spotlight and Break
10:45 AM
Case Study: Geo-Ttargeting
11:15 AM
How Much is That Data In the Window?: Managing the Data Layer

Predicting the incremental value of the data layer on a media buy is becoming more complex than ever. The sheer volume of bids and CPM variables can be overwhelming. So how are media buyers ensuring they are getting their money's worth from data providers while vetting for quality and hygiene?

11:45 AM
Presentation: What We Learned at the Game: Is Gaming Ready for Its Close-Up?
12:00 PM
Roundtables

Identity and Cookieless Matching
Geo-Targeting
Valuing the Data Layer

1:00 PM
Lunch
6:00 PM
Cocktail Party
7:30 PM
Dinner Reception

Saturday, 08/22

Day 3 - Next Screens

Video viewing across CTV, mobile, web and gaming exploded as viewers sheltered in place. We end the Summit exploring whether these shifts were tectonic or temporary.

8:45 AM
Keynote
9:15 AM
Panel: Leveraging Data Driven TV's Big Moment

CTV was the big winner in mindshare shifts during the pandemic lockdown. But what did the surge in inventory, usage and media buying tell us about the fastest-growing category of TV buying?

9:45 AM
Panel: What Does "Brand Safe" Mean Now?

Many brands fled any association with news -- good or bad -- altogether. Others ran into the emergency. Everyone wondered about new consumer sensitivities and what that meant for adjacencies. What did we all learn about what consumers expected from their brands, and whether brands had what it takes to handle this kind of crisis?

10:15 AM
Roundtables

Data Driven TV
Brand Safety

10:45 AM
Conference Concludes