The move to 1:1 marketing has paid off for Haven Life, which was purchased by Mass Mutual a decade ago and launched in 2015.

Because HP wants its media to work hard, it looked at reasons why, besides cost, it should bring programmatic buying in-house and found several reasons.

Havas Chicago's programmatic strategy team is unique in that it sits with media, social and search team to take a full-funnel approach to media buying. Amazon, said Sarah Koch, VP, Programmatic Strategy Director (above with microphone), is just one DSP.

Two entities make up TechStyle's programmatic value: Time and depth of data. And, its buying strategy involves "trying to debunk [the idea] that programmatic is complex" by clearly defining everything and apportioning time thusly.

"We have a robust search team, display, email, and prospecting," said Pasha, "and we're getting into the CTV space." Most of the new entity's success has been on its VPN app.

Organic Valley had spent the last 35 years telling its story about being organic. Then the market evolved and organic alone was not enough.

Speaking about transparency, an agency director admitted that one thing that drives him crazy is when it takes him 10 minutes to understand what category of potential client he's talking to. "They're trying to signal differentiation by obfuscating what they really do.

"I am bombarded by agencies, vendors, services, all saying we have this amazing AI and we can get you a great customer. I say, can I get a pretty good customer? I'll take a crap customer, too."

"From the data side, it's understanding the right way to reach someone. If you didn't have a great experience, I don't want to spend dollars to get you back."

In order to create a more holistic view for the consumer, T-Mobile has taken another look at its tech ecosystem, and is working to solve for the impact that those things have on the consumer experience.