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?
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."
First Party Data Strategy Planning for Transparency Do You Need a CDP?
One on One Meetings scheduled for select attendees. Invites are on a case by case basis so please check your inbox.
Day 2 - Gaining Tactical Advantage
Day 2 of the Summit drills into best practices. What does the gusher of money and tech data into the political marketing sphere have to teach the rest of the field? How are media buyers leveraging Amazon's unique ad inventory?
Tricks of the Political Campaign Ninjas
Notoriously sophisticated in its targeting, dynamic creative and real-time buying methods, what does the insanely well-funded political marketing world have to teach the rest of us about effective programmatic advertising? About optimizing against tight goals and timelines? About selling the ideas behind the brand?
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 and actually execute their buys.
Jarod May, Senior Manager, Programmatic Media, TechStyle Fashion Group
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.
Learning from Political Ninjas Programmatic Buying Best Practices The Amazon Strategy
Cable Car to High Camp for Swimming (Heated), Cocktails and Roller Skating
Golf at Coyote Moon Course
Horseback Riding at Alpine Meadows
Registration & Breakfast
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.
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 doe sit 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?
Case Study: Solving for Mobile Conversion
Sponsor Spotlight and Coffee Break
Solving for Data Transparency
Undisclosed rebates and deals, highly variable quality and accuracy of consumer profiles, black boxes that cloak how, when and where segments were constructed. As the use of third-party data escalates, "data transparency" is a new rallying cry. We ask seasoned agency and brand execs how they ensure they get what they pay for from a hot but murky data marketplace. What best practices, vendor agreements, and assessment procedures need to be put in place. And is the new "Data Labeling" standard from the IAB a viable solution?
Video Fragmentation Mobile Conversions Data Transparency