IAB Data Symposium
The one-day IAB Data Symposium convenes buyers and sellers to help shape the future of the industry by having their voices heard in agenda-setting town hall specifically geared toward the challenges and opportunities facing the main constituencies of this data-driven ecosystem: publishers, marketers, and consumers.
- It’s not good enough for vendors to define KPIs. It’s up to the industry to be proactive on what is measured and what matters.
- Data needs to inform the creative.
- The State of Data measured the size of the market at more than $20 billion.
- Organizations need to restructure to share data across business units, locations, and hierarchies.
- Data is just an abstract of a person
Patrick Dolan, Executive Vice President and COO, IAB, welcomed the overflowing crowd to the first ever IAB Data Symposium in New York City. Dolan framed the day around how 21st century brands are using data to fuel a direct-to-consumer revolution.
Johnathan Margulies, Managing Director, the Winterberry Group, explained the State of Data. The data market was measured at more than $20 billion with about $10 billion spent on third-party data and another $10 billion spent on tools to activate the data. Read the report here.
Jack Smith, Chief Product Officer, GroupM North America, and Mike Shields, Advertising Editor, Business Insider, covered the idea that data is used for much more than targeting and spoke about the “identity arms race ,” how to use identity to personalize content and experiences.
Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab, interviewed Laura Desmond, Founder/Chief Executive Officer, Eagle Vista & Partners, and Scott Howe, Chief Executive Officer, Acxiom. They discussed trust, value exchange, identity as a foundational building block, and total person ID. Identity is necessary to make data work especially for people-based marketing. There was a spirited discussion about the walled gardens and the growth of data. And Desmond shared an interesting perspective around GDPR, encouraging businesses to embrace the change strongly with the consumer’s needs in mind.
Alysia Borsa, Chief Marketing and Data Officer, Meredith, presented her unique departmental organization and the key tenants of her team:insights, intent, and profiling. She also talked about how Meredith thinks about consumers in dynamic ways explaining how there are parts of the user profiles that are more stable and some other parts that change with day, time, and location. These all need to be considered when using data across the main marketing channels: audience, advertising, consumer marketing, and corporate marketing. And Borsa said that measurement needs to move beyond ROI (Return on Investment) to ROC (Return on Customer) or ROE (Return on Experience).
Sheila Coclasure, Global Chief Data Ethics Officer, Acxiom, explained that data usage was very much trust-based. Our relationships with those users we keep data on have to be “legal, just, and fair.” She reminded everyone that it isn’t just data, it is an abstract of the human behind the data.
Jason Hartley, Senior Vice President, National Head of Search and Paid Social, 360i, and Jeremy Cooker, Vice President of Marketing and Special Projects, New Orleans Tourism and Marketing Corp, showed how they were bringing data into campaign development, specifically using search and social media to inform their (or to create) direct messaging and optimize targeting to great effect. They shared interesting (or interest-based?) creative targeted at “tribes” and “micro-tribes” of like-minded travelers.
Walk away with actionable insights that answer:
Alysia Borsa, Chief Marketing and Data Officer, Meredith
Alysia Borsa is Chief Marketing and Data Officer at Meredith Corporation, a leading media company that reaches 175 million unduplicated American consumers every month, including 80 percent of U.S. millennial women. In this role, Borsa leads corporate marketing strategy, integrated marketing communications, first-party data strategy and management, and consumer- and advertiser-focused insights and analytics across all of Meredith’s 40+ national media channels.
Borsa is a seasoned marketing executive who has driven successful business development and marketing initiatives for various companies. She joined Meredith Digital in 2011 as VP of Product, which was a new role responsible for setting strategic direction and execution of key initiatives that differentiated and leveraged the company’s assets in the mobile and consumer data marketplaces.
Prior to joining Meredith, Borsa was Head of Partner Integration & Portfolio Planning at Nokia, where she led the business development team charged with growing subscriptions and renewals. Borsa also held senior management roles at Comcast as a product marketing lead and Accenture as a strategy consultant in the tech and telecom markets.
Borsa is a graduate of Wilfrid Laurier University where she earned a Bachelor of Business degree. She also earned an MBA from the University of Western Ontario in Canada.
Borsa resides in Manhattan with her family and is based in Meredith’s offices in New York City.
IAB Tech Lab
Dennis Buchheim, SVP & GM, IAB Tech Lab, IAB Tech Lab
Dennis Buchheim is SVP and GM of the IAB Tech Lab, overseeing product, engineering, membership, and operations teams for the digital advertising industry’s global technical standards-setting organization. Prior to Tech Lab, Dennis was SVP of Data & Ad Effectiveness for IAB, after 12 years leading advertising technology product teams at Microsoft and Yahoo. Earlier in his career,
Dennis worked for Apple, Oracle, and two startups, including one he co-founded. Dennis holds degrees in Computer Science and Business Economics from Brown University.
Sheila Coclasure , Global Chief Data Ethics Officer, Acxiom
As Global Chief Data Ethics Officer for Acxiom and LiveRamp (an Acxiom company), Sheila directs the enterprise data governance, protection, and privacy program and the external data-focused global policy development for both organizations. Designed around Ethical Data Use (EDU), Sheila runs an accountability-based, 360o program that also covers government affairs, consumer affairs and related public relations.
She is recognized as a global thought leader on applied data ethics, consumer advocacy and information policy. She participates in numerous domestic and international efforts to help develop effective data- policy, establish industry best practices and achieve maximum harmonization of information policy across the world. With extensive knowledge of laws governing the collection and use of information worldwide, she is sought out by policy makers, regulators and government agencies for her views on the ethical use of data and how to address the complexity of operationalizing next-generation data governance for the connected and digital data-driven ecosystem. Sheila is a 2017 Presidential Leadership Scholar and was recognized by CSO as one of the “12 amazing women in security.”
She is frequently interviewed by the media on ethical data use, data protection and data governance and has advanced thought and practice leadership with government authorities and the industry in many forums, including the Consumer Electronics Show’s Digital Health Summit, US Department of Health and Human Services, Dublin Tech Summit, Global Data Transparency Lab, IAF Digital University, and Ibero-American Data Protection Network. Sheila has also taken the stage at Forrester analyst events, adExchanger events, International Association of Privacy Professionals Global Conferences, Digital Advertising Alliance Summit events, Data and Marketing Association annual conferences, Philly Phorum, Conference of Western Attorneys General, National Association of Attorneys General, American Legislative Exchange Council, American Bar Association annual conferences and Marketing Science Institute.
Sheila serves on the advisory boards of the Information Accountability Foundation (IAF) and the Future of Privacy Forum (FPF) and is corporate liaison to several industry standards-setting groups and research and policy development groups, including the Center for Information Policy Leadership, Digital Advertising Alliance, Mobile Marketing Association and Cambridge Privacy Forums.
Sheila provides support and consult to the Acxiom and LiveRamp client and partner ecosystem – some of the largest marketers in the world – on effective data protection governance and the ethical use of data as a strategic business essential. Her primary focus includes enterprise-wide applied data ethics, ensuring compliance with legal and co-regulatory requirements and development of and compliance with Acxiom’s own leading-practice data ethics policies. She specializes in data protection, use and governance laws U.S. FCRA, GLB, HIPAA, Privacy and Safeguard Rules, Telemarketing Sales Rule, CAN-SPAM, and the European Union General Data Privacy Regulation, ePrivacy Directive/Regulation. She has developed and implemented an annual data protection and governance audit function that is widely regarded as the best in the industry.
Prior to joining Acxiom, she worked for the U.S. Senate, and then managed congressional and political affairs for the American Institute of Certified Public Accountants in its Washington, D.C. office, focusing on legislative and regulatory initiatives as well as directing its political action committee. Sheila has a master’s degree in communications, specializing in business and political communication.
New Orleans Tourism and Marketing Corp
Jeremy Cooker, Vice President of Marketing & Special Projects, New Orleans Tourism and Marketing Corp
Jeremy Cooker has managed a small talented team of marketing, development, and design professionals at New Orleans Tourism Marketing Corp. (NOTMC) for over twenty years, where they promote and position New Orleans as one of the top destinations in the world. His love for New Orleans food, music, culture and people is unmatched and he invites you to visit as soon (and as often) as you can.
Eagle Vista & Partners
Laura Desmond, Founder / CEO, Eagle Vista & Partners
Laura Desmond is a highly regarded industry game changer, a true innovator and the lead architect in reinventing and building the agency of the future, using data, content and analytics. Desmond was Chief Revenue Officer of Publicis Groupe and Chief Executive Officer of Starcom Mediavest Group, the #1 media and marketing services agency brand globally for 5 straight years under her leadership. While CEO, the business at SMG more than doubled and successfully pivoted to a digitally centric organization focused on emerging channels, data, analytics and content.
She led a diverse team of 6500 employees across more than one hundred offices who bring unconventional thinking and a passion for the art and science of marketing strategy, media investment, digital, data and analytics. She worked with some of the biggest and most successful marketers worldwide, including Samsung, Coca-Cola, Visa, Bank of America, P&G, and a host of emerging online consumer brand such as Airbnb, Spotify, EA Sports and Twitter. In her work, Laura has forged a new breed of partnership with media companies such as Google, Facebook, Acxiom, Comscore and Tencent.
Laura is Senior Advisor to the Founder/CEO of Uptake Technologies and the CEO of Acxiom, supporting strategy, branding and go to market efforts. Uptake is one of the fastest growing startups in technology and software, focused on data and predictive analytics in the IIOT space. Acxiom is the leading data and services provider for the marketing industry. Laura is also Founder & CEO of Eagle Vista Partners, a strategic advisory & venture investing firm serving the Marketing, Technology and Digital industries. Eagle Vista Partners and Laura is based in Chicago.
Laura is a past chair of the Advertising Council, and serves on the board of directors of Adobe Systems (2012) and Syniverse Technologies (2016).
Patrick Dolan, President, IAB
Patrick Dolan is President at the Interactive Advertising Bureau. Mr. Dolan is responsible for finance, operations, costs, compliance, and risk management. In addition, he works closely with the rest of the executive management team to supervise strategy and revenue optimization.
Mr. Dolan served as the director of finance for George Soros’ network of philanthropic entities, the Open Society Institute, in Europe. Based in Budapest, he managed a budget of over $500 million disbursed in over 20 countries in Europe and the former Soviet Union.
Following the Open Society Institute, Mr. Dolan joined DoubleClick, Inc. first as their Director of International Finance and later as Director of Business Operations. Mr. Dolan was responsible for establishing international financial operations as well as developing new businesses that DoubleClick, Inc. acquired, including Abacus.
In 2001, Mr. Dolan moved to Miami to assume the position of Executive Director of Finance and Operations for The Locomotion Channel, a cable channel co-owned by Hearst Entertainment and Corus Entertainment which broadcast in Latin America.
Mr. Dolan later served as CFO of the Early Learning Coalition of South Florida, a not-for-profit with a budget of over $160 million, and most recently ran his own business management consulting firm where he worked with clients in New York, Miami and other U.S. cities on issues including trade association product development, business operations, forecasting, budgeting, financial management and marketing.
Mr. Dolan received his B.A. in Economics from the University of Virginia and his MBA from Virginia Commonwealth University.
Jason Hartley, Senior Vice President, National Head of Search and Paid Social, 360i
Jason Hartley is SVP, National Head of Search and Paid Social at advertising agency 360i, where he oversees search strategy, paid search and paid social best practices for marketers such as Spotify, Pernod Ricard, Capital One, FOX and JCPenney. Jason has appeared in a number of media outlets such as Direct Marketing News and Search Engine Journal. His book, The Advanced Genius Theory (Scribner), was also featured in The New York Times, The Wall Street Journal and Entertainment Weekly. Prior to 360i, Jason was a media manager at Hachette Filipacchi Media, managing the email and SEM programs for publications like Elle, Woman’s Day, Car and Driver and Road and Track. Before Hachette, he served as editorial director for the dELiA*s catalog, website and stores. Jason graduated with a BA in English Language and Literature from the University of South Carolina-Columbia.
Scott Howe, CEO, Acxiom
Scott Howe is the president and CEO of Acxiom, a technology and services company that helps the world’s best marketers unify, enhance, and activate data. Under Scott’s leadership, Acxiom works with thousands of clients and partners around the globe to transform data into value for everyone.
During Howe’s tenure, Acxiom has won countless industry awards and accolades, including recognition for the industry’s Best Innovation, Partner of the Year by one of the world’s largest financial services companies and Supplier of the Year by the world’s largest retailer. Acxiom has also been recognized by both Glassdoor and the Silicon Valley Times as one of the Best Places to Work and Fast Company has named Scott one of the World’s 100 Most Creative People.
Prior to taking the reins at Acxiom in 2011, Howe held executive roles at Microsoft and aQuantive, where his teams built the world’s largest digital agency (Avenue A|Razorfish); pioneered people-based media buying (DRIVE Performance Media, aka the Microsoft Media Network); and developed the systems utilized for ad serving and attribution (Atlas International). He began his career at The Boston Consulting Group and Kidder, Peabody & Company, Inc.
When he’s not guiding Acxiom to fulfill its mission to make it safe and easy to activate data anywhere, Howe can be found serving as scout master for Troop 28 in Burlingame, Calif., canvassing the country in his refurbished 1956 vintage Airstream trailer or designing and building furniture in his garage workshop. A native of Milwaukee, he is a proud fan and part owner of the Green Bay Packers.
Scott graduated magna cum laude from Princeton University with a degree in economics, and earned an MBA from Harvard University. He most recently served on the board of directors of Blue Nile, the largest online retailer of certified diamonds and fine jewelry, and is a former director of the Internet Advertising Bureau (IAB) and Turn, Inc., a digital advertising company.
Jonathan Margulies, Managing Director, Winterberry Group
With an extensive background in strategic planning and executive-level advocacy, Jonathan Margulies is a managing director and leads the development of research and thought leadership initiatives for Winterberry Group, a unique strategic consulting firm serving the advertising, marketing, media, technology and information sectors.
A 15-year industry veteran, Mr. Margulies is a recognized authority on issues of concern to enterprise marketers and publishers, as well as the community of technology developers, service providers and financial sponsors that support their efforts. Since joining Winterberry Group, he has spearheaded the development of more than two dozen high-profile research publications and economic analyses, exploring the strategic and operational implications of programmatic audience development, omnichannel customer strategies, data technology and other topics. Additionally, he has led over 100 intensive consulting engagements—helping clients tackle an array of challenges including long-range strategic planning, operations alignment, data-driven business transformation, product development, budget forecasting and M&A target identification.
Mr. Margulies is a sought-after presenter, and his perspectives have been published or cited by nearly all major industry trade publications. Prior to joining the Firm, he served as communications director for the Sergeants Benevolent Association, a 10,000-member organization of New York City police supervisors. Earlier, he held positions in marketing, public relations and digital media at British Airways USA, Burson-Marsteller, Hill & Knowlton and the New York Mets baseball club.
In addition to his work at Winterberry Group, Mr. Margulies oversees the delivery of pro bono consulting services to New York-area non-profit organizations as an account director with the Taproot Foundation. He received a B.S. in economics, with a concentration in
Aruna Paramasivam, Head of Data Acquisitions and Partnerships, L'Oreal
Aruna Paramasivam heads up Data Acquisition and Partnerships for L’Oréal USA. She is a veteran of the Ad Tech world having worked at Mediamath, Yahoo, Interclick and AOL over the years. She is passionate about the constantly evolving Ad Tech industry and thrives on its fast pace. She is always looking for new and unique partnerships, and her primary focus continues to be commercializing exciting data-driven marketing solutions in the marketplace. As a former Management Consultant, she additionally brings an extensive background in business development, strategy and operations. Aruna holds a Bachelors in Electrical Engineering from Rutgers University and a graduate degree in Engineering Management from Drexel University.
IBM Watson Advertising
Mark Risis, Head of Data Partnerships, IBM Watson Advertising
Mark Risis is head of global data partnerships at IBM Watson Advertising. Watson Advertising offers agencies and marketers an ecosystem of media, data, and AI-powered technology solutions to help improve decision-making and reduce costs across key facets of the marketing lifecycle – from media planning through measurement.
In this role, he is focused on building new data and technology partnerships in the media/ad tech space to help Watson Advertising leverage its unique data and technology assets such as weather data, location data, audience data, and more. Potential partners include ad technology companies, agencies and/or agency trading desks, data companies, marketers, platforms, programmatic media companies, and publishers.
Previously, Risis was the head of strategy and business development for TiVo Research where he led TiVo’s foray into programmatic TV. In that role, he was charged with striking partnerships with leading ad tech and data companies. He also helped TiVo Research and its clients bridge the TV and digital divide by building new models that improved the ways by which TV advertising was planned, bought, sold, and measured across screens. Risis joined TiVo in 2008 as the director of interactive ad sales and strategy.
Prior to TiVo, Risis was the founding partner, managing director and award-winning executive producer for Brand New World, a digital creative agency that launched campaigns for brands like Splenda, Coca-Cola and Teletoon. He started his career at FutureBrand in brand strategy and valuation.
Risis holds a Bachelor of Science degree from Duke University.
Mike Shields, Advertising Editor, Business Insider
GroupM North America
Jack Smith, Chief Product Officer,, GroupM North America
Jack is Chief Product Officer, GroupM North America and is responsible for the development of products and services for GroupM and its agencies in both analogue and digital media. He works directly and leads data and technology initiatives with GroupM clients, agencies and other WPP Group operating companies. Jack is also active with GroupM and WPP corporate development on investments and acquisitions.
Prior to his current role, Jack was global Chief Strategy Officer for [m]Platform where had global responsibility for definition, development and integration of platforms and products across programmatic and biddable media.
Previously, Jack was the Chief Product Officer at Simulmedia, an audience targeting ad network for linear television. At Simulmedia, he led the product, technology and intellectual properties strategies for their big data-driven television media and technology products.
Jack also co-founded and was CEO of Solariat, his second start-up. Solariat was a venture backed company that used machine learning and natural language processing to automate customer service and advertising in social media and user conversations. Solariat was sold to Genesys, a leading provider of multi-channel customer experience solutions for over 3,500 customers in 80 countries.
Before Solariat, he founded and ran The MIG (now Xaxis) for WPP Group out of 24/7 Real Media. At the MIG, he conceived and built the ZAP and Zeus platforms to help agencies and advertisers improve the process of planning, buying, trafficking and optimizing digital media advertising campaigns. His work at 24/7 lead directly to the acquisition of 24/7 by WPP in 2007.
Jack holds five patents in artificial intelligence and machine learning for prediction and targeting in natural language processing and media. He serves on the board of the WPP Data Alliance and is Board Member Emeritus of The University of Kentucky College of Communications. (Go Cats!) His writing and speaking has been featured in The New York Times, Newsweek, The New York Post, MediaPost, Business Insider, The Advertising Research Foundation, ANA, EGTA, The Joint Statistical Meetings and others.
Jack is a native of Kentucky and studied Music and Accounting at The University of Kentucky while tutoring Computer Science. In his free time, he takes photographs, collects extinct cameras and builds robots with his kids. He lives in New York with his wife, two daughters and rambunctious hound dog.
Brad Weltman, Vice President, Public Policy, IAB
A seasoned Washington insider, Brad is Vice President of Public Policy and serves as the IAB’s chief lobbyist in Washington.
Brad has extensive experience representing trade associations and companies before the United States Congress, federal regulatory agencies, and state legislatures on a multitude of issues that include privacy, mobile, advertising, taxation, intellectual property and First Amendment issues. Prior to joining the IAB, Brad served as Vice President of Government Affairs for MPA – The Association of Magazine Media where he focused on both federal and state lobbying. Brad has also worked in the U.S. Senate as an advisor to Senate Majority Leader Harry Reid and fellow on the Senate Health, Education, Labor, and Pensions (HELP) Committee.
Brad received his Master of Public Policy and B.A. from the University of Michigan and lives in Maryland with his wife and two sons.
TOWN HALL / WORKSHOP LEADERS
Krishna Chettayar, General Manager and Vice President, OneID, Neustar
Krishna is the General Manager and Vice President of the OneID® system. Krishna has 17 years of experience in information, risk and marketing services focused on various verticals. Prior to Neustar, Krishna was Senior Vice President and General Manager for TransUnion Digital, a digital media start-up backed by TransUnion. In this position he developed the industry’s first digital pre-screen solution (patent pending) serving the financial services, insurance, and telecommunications and cable industries, growing top-line revenue 19x in 3 years. Prior to TransUnion, Krishna held executive roles at Catalina Marketing, Acxiom, Information Resources and Dun & Bradstreet. He has experience developing and marketing digital media solutions, direct marketing services, data solutions, software-as-a service and customer data integration services, as well as systems serving a variety of industry verticals.
Krishna holds a Bachelor of Arts in Marketing from California State University, Fullerton, as well as a Masters in Marketing from Northwestern University and a Masters in Business and Product Development from Northwestern University. He has also completed the executive program in general management and technology from Massachusetts Institute of Technology.
Matthew Davis, VP Marketing, Reveal Mobile
Oleg Korenfeld , EVP, Ad Tech & Platforms, Spark Foundry
Oleg Korenfeld leads Programmatic, Data, Technology and Innovation at Spark Foundry, a Publicis Media agency. Previously, Oleg held strategic and operational positions at advertising technology innovation companies that include DoubleClick, Right Media and Jumptap, new media publishers such as Community Connect and Thrillist, and traditional publishers Hachette Filipacchi Media/Hearst.
Jay Sethi, Vice President, Smirnoff and Nurture Brands Portfolio, Diageo
Glen Nigel Straub, Vice President, Business Development, Factual
As the Vice President of Business Development, Glen focuses on Factual’s areas of growth in the advertising and marketing ecosystem, forging new partnerships with publishers, broadcasters, advertising technology platforms, and agencies. Glen opened the Factual New York office in September 2013 and has been instrumental in the rise of Factual’s Geopulse business since inception.
Previous to Factual, Glen was a Publisher Development Lead for mobile advertising network Millennial Media, where he worked with Comscore Top 100 mobile publishers. Millennial Media was acquired by AOL in October 2015.
Glen holds a BA of Journalism from the University of Massachusetts and is part of our “Live Music Enthusiast” segment.
Visa Advertising Solutions
Sandeep Milar, Global Head, Visa Advertising Solutions
Sandeep Milar is the Global Head of Visa Advertising Solutions based in San Francisco. He is responsible for delivering advertising solutions and insights to drive commerce for Visa’s merchants and building deeper partnerships. He has previously held commercialization, and head of product strategy & strategic partnerships roles at Visa. He has extensive experience in product and partner management in digital advertising, data, measurement solutions and search. Prior to Visa, he has held leadership positions at Experian, Nielsen and AOL. He holds a MBA from the University of Liverpool and a Bachelors in Computer Engineering from Bangalore University.
Beau Ordemann, Sr Dir, Platform Sales, Oath
Beau leads Advertising Demand Platforms for the East Coast region at Oath, overseeing sales and platform adoption across BrightRoll DSP and ONE by AOL. He and his team are tasked with helping brands leverage data-driven opportunities across devices and ad formats, as well as share the opportunity for customers to tap into differentiated mobile first carrier data and supply. Previously, Beau has held various roles at AOL focused on data, mobile, and audience monetization.
Vishvesh Oza, Director of Product Management, Oath:Convertro
Vishvesh Oza is Director of Product Management at Oath:Convertro. With over 15 years of experience in management and adoption of analytics-related products, he’s driven by the desire to lead organizations towards the proper use of data, technology, and analytics for competitive advantage.
At Convertro, he has been leading the product strategy, development and rollout for Unified Marketing Activation platform (UMAP). Prior to Convertro, he led the successful launch of the Forecasting and Reservation Management platform for AOL’s DSP. Prior to joining AOL Platforms, Vish served in many analytics-focused roles at media and technology companies like The Huffington Post, Microsoft and Rapt.
Steven Wolfe Pereira, Chief Marketing & Communication Officer, Quantcast
Committed to inspiring people to ignite their true potential, Mr. Wolfe Pereira serves as the Chief Marketing and Communications Officer of Quantcast.
Named by Adweek as one of the “50 Most Indispensable Executives in Marketing, Media and Tech” as well as one of the top Chief Marketing Technology Officers, he has more than two decades of experience at the intersection of technology, entertainment, advertising, media and marketing. Mr. Wolfe Pereira is a purpose-led leader who builds high-performing teams that are client-obsessed, data-driven and ROI-focused. He is responsible for Quantcast’s brand strategy, corporate marketing, product marketing, content marketing, consumer insights, design, media, communications and corporate social responsibility efforts.
Prior to joining Quantcast, Steven was the Chief Marketing and Communications Officer at Neustar which was taken private by Golden Gate Capital. Before Neustar, he served as the Chief Marketing Officer of Datalogix which was acquired by Oracle. Steven has also held executive roles at Starcom MediaVest Group (Publicis Groupe), Univision Communications and Akamai Technologies. He began his career in finance, focused on technology, media and telecom mergers and acquisitions, working at firms including The Blackstone Group, Salomon Smith Barney (Citigroup) and Violy, Byorum & Partners.
A passionate supporter of diversity and inclusion as well as STEM (science, technology, engineering and math) education, Steven serves as a board director of the Ad Council, the Interactive Advertising Bureau (IAB) and the Kapor Center for Social Impact’s Level Playing Field Institute. He earned a B.A. from Tufts University, was a Fulbright Scholar and completed the Greater Boston Executive MBA Program at the Massachusetts Institute of Technology’s Sloan School of Management. He also is a Co-Founder & Chairman of Encantos Media Studios PBC, a family entertainment company focused on multicultural content.
Breakfast and Networking
Welcome and Opening Remarks
State of Data
The proliferation of audience data is driving a need for credible intelligence into use cases and investment trends corresponding with its growing industry impact. Review the findings of a groundbreaking new study on how U.S. organizations are investing in third-party audience data—as well as the services, technologies and other solutions used to activate the data in service to advertising, marketing and media applications
The AI Tipping Point: How the Buy-side is Reshaping Itself around Data-Driven Tools
While it’s commonplace to use machine learning to inform real time media investment, the use of true artificial intelligence to shape and create advertising campaigns on behalf of big brands is still limited. In fact, rather than being used for campaign-specific initiatives, these technologies are being investigated as a way to futureproof many organizations. Jack Smith joins Mike Shields to discuss the reality of the machine learning ecosystem today, how intelligent today’s AI truly is, and what the roadmap looks like for agencies to implement.
Using Identity Resolution to Grow Revenue
Identity resolution is widely acknowledged as central to core industry processes, including audience hygiene, segmentation, cross-screen measurement, multi-touch attribution, and publisher liquidity and yield. The largest walled gardens have created a successful formula for driving growth through people-based marketing – a strategy that uses identity resolution to engage consumers with relevant offers. Learn how non-platform publishers can follow this playbook and tap into growing people-based marketing budgets by developing their own identity resolution strategies and technology roadmaps.
Moderated by Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab
Breaking Down Silos: How Publishers Can Unify Data & Marketing
Publishers sit on the front lines of data collection, and those who are successful often analyze this valuable audience information to glean insights on editorial and content strategy, media products, and buy-side positioning. Alysia Borsa explains how her new role as Chief Marketing and Data Officer is a reaction to changing marketplace dynamics and the need to marry data operations with marketing to drive bottom-line results.
Town Hall: Evolving Attribution: How can we ensure we’re measuring what’s valuable?
Join your peers in a debate and discussion that will help chart the path forward.
- Why is incentivizing CTR and last touch so limiting?
- What can the industry do to stop valuing what’s easy to measure, and start measuring what’s valuable?
- How can we balance short term goals with longer term payoffs, like branding?
- How can brands use insights to build marketing intelligence that informs aspects of their business such as audience planning and targeted messaging?
Chris Kuist, Senior Vice President of Research and Impact, IAB
Steven Wolfe Pereira, Chief Marketing & Communication Officer, Quantcast
Jay Sethi, Vice President, Smirnoff and Nurture Brands Portfolio, Diageo
Navigating Mobile with Location Data
In today’s technology-driven world, publishers and agencies need to understand how to capitalize on mobile. Location data is a key resource for publishers and advertisers alike, but leveraging location data in a smart and effective way is an art in itself. Join Glen Straub from Factual as he discusses recent research on how publishers are navigating location data on mobile and shares how you can use location data as a powerful tool for both mobile and measurement.
Reaching the Human behind the Device
We live in an addressable world with ever-increasing customer touchpoints. From connected homes, to digital out of home experiences, to the mobile devices that are our constant companion, people today trade data for convenience–and because of this, they expect more. Building your brand successfully requires focusing less on channels and more on leveraging the right data and technology to deliver contextually relevant messages that connect with the human behind the device. In this workshop, we explore the “how” of people-based marketing, diving into data and measurement, cross-device identity, and the technology and marketing platforms required to effectively begin the shift to a people-based approach that drives real results.
– Beau Ordemann, Senior Director, Platform Sales, Oath
– Vishvesh Oza, Director of Product Management, Oath:Convertro
The Power, Pitfalls, and Predictions of Identity Resolution
Identity resolution goes beyond marketing to provide a single view of the customer across all systems, silos, and channels. What it is and how it works is not as clear for many organizations, however. Oleg Korenfeld, EVP, Adtech & Platforms for Spark Foundry, Publicis Media and Krishna Chettayar, VP of Neustar’s OneID System take a deep dive into Identity Resolution and explain what a single view of the customer really means and how it impacts your organization across marketing, security, risk, and analytics.
– Oleg Korenfeld, EVP, Adtech & Platforms for Spark Foundry, Publicis Media
– Krishna Chettayar, General Manager and VP, Identity and Data Services, Neustar
Join your peers in a debate and discussion that will chart the path forward. Topics include:
How can we understand today’s consumer journey?
– Benjamin Dick , Director, Data & Ad Effectiveness, IAB
– Sandeep Milar, Global Head, Visa Advertising Solutions
How can we leverage location data to create relevant consumer experiences?
– Matthew Davis, VP Marketing, Reveal Mobile
– Eva Wu, Director of Mobile, IAB
The Importance of Assessing Data Quality
In a world of data-driven marketing and audience addressibility, many marketers need to think about how best to supplement their own first-party data strategies with third-party data partnerships. This often forces questions about underlying data “quality” given tradeoffs between scale and accuracy; ambiguity about data provenance and recency; and the extent to which third parties model or otherwise manipulate the data. Learn how data quality and transparency impacts marketers’ partnership decisions, how it can proactively manage expectations, and how it drives positive business outcomes.
Data Rockstar Awards
The IAB community recognizes excellence, creativity, and a forward-thinking approach to solving problems in data science. Be there to celebrate your friends and colleagues for being the best at what they do.
The Future of Consumer Privacy
We live in a political and business climate increasingly reliant upon data-driven decision making, where access to sensitive consumer data or governmental information can shift the balance of power in international politics and business. How should the advertising and marketing community think about consumer rights and protections in a world increasingly beset with high profile breaches of governmental bodies and multi-national corporations, a media environment that’s increasingly perceived by consumers as invasive or “creepy” with its tracking and data mining, and where regulatory bodies across the globe are scrambling to keep pace with technological innovation? To what extent has ethical data use become a strategic business essential, and what are our responsibilities to ensure sound consumer protections and data governance models?
Breaking Down Data Silos
Data from both search and social media are sometimes kept in silos, but when the insights from these two sets of data are cross-pollinated, marketers are able to receive a much more holistic view of their consumers’ interests and motivations. Learn how marketers can blend these data signals to uncover powerful consumer behaviorial trends and tension points that inform in-flight optimization and future planning cycles.
SPONSORS & PARTNERS
As a global leader in Artificial Intelligence technology, Quantcast is using machine learning to drive human learning to help brands grow in the AI-era.
Founded in 2006, Quantcast is the real-time pulse of the Internet helping marketers and publishers understand their audiences through 1st party direct measurement. With the largest AI-driven audience insights platform measuring over 150 million web destinations, Quantcast’s predictive analytics powers insights, targeting and measurement solutions for marketers, agencies, consultancies and publishers worldwide.
Headquartered in San Francisco, Quantcast employs more than 800 employees in 22 offices across 10 countries. For more information, visit www.quantcast.com.
Oath, a subsidiary of Verizon, is a values-led company committed to building brands people love. We reach one billion people around the world with a dynamic house of media and technology brands. A global leader in digital and mobile, Oath is shaping the future of media.
AccuWeather’s mission is to personalize the weather to help people improve their lives. From the billions of visits we received daily across all platforms we understand that bringing this mission to life requires more than just presenting the weather. It’s about innovation, personalization and accuracy. It’s not just answering the questions “What will the weather be today?” It’s about answering questions like, “What time will rain?” “What should I wear this afternoon?” “Should I change my travel plans?” Around the world, more people trust AccuWeather and our Superior Accuracy than any other weather media source.
The right insight powers marketing success. Alliant captures detailed transactional information from over 500 brands to build highly predictive purchase and behavior profiles on over 270 million U.S. consumers. Predictive data and powerful data science activate marketing profitability with more qualified prospects, increased conversion and improved loyalty. In a multichannel world, Alliant takes marketers to the places where ROI lives. For more information, visit: alliantinsight.com.
The right insight, when & where you need it.
We at Factual believe that data should be accessible to every developer, entrepreneur, business, or organization – anyone who needs it to build a better app, provide a better search result, make smarter software – anyone who needs data to make a better decision or help others make better decisions. Today, Factual focuses on making location data accessible to the mobile world – data about places across the globe, and data which reveals a deeper understanding of people based on their geographic behavior. For more information, visit www.factual.com.
Neustar, Inc. helps grow and guard businesses in a connected world. Neustar OneID® connects online and offline first-, second- and third-party data with trusted identity to unify a singular view of the customer across channels and devices. Neustar Marketing Solutions’ award-winning product portfolio includes data onboarding, identity data management platform, customer segmentation, audience targeting, and MarketShare measurement and analytics. Visit analytics.neustar for more information.
SRAX is a digital marketing and data management platform delivering the tools to reach and reveal valuable audiences. SRAX’s machine-learning technology analyzes marketing data to identify brands and content owners’ core consumers and their characteristics across marketing channels. Through an omnichannel approach that integrates all aspects of the advertising experience into one platform, SRAX discovers new and measurable opportunities that amplify campaign performance and maximize profits. For more information on how SRAX delivers a digital competitive advantage to surpass today’s marketing challenges, visit www.srax.com.
Ad-ID is the industry standard for identifying advertising assets across all media platforms. The Web-based system is a central, secure source for the industry’s asset identification information and ensures that all assets are delivered correctly to media and consumers. Ad-ID is a joint venture of the American Association of Advertising Agencies (4A’s) and the Association of National Advertisers (ANA) and serves more than 3,000 advertisers of all sizes and most advertising agencies in the United States. For more information visit Ad-ID.org or follow Ad-ID on Twitter: @Adidentify.
About Blast PR
Need to elevate your brand and grow your audience? Blast is a full-service public relations firm committed to driving measurable results for our clients. With a smart, passionate team and offices in all major North American markets, we’ve got you covered. Just ask our clients, a world-class portfolio of brands, marketing technology, software companies and associations, including Factual, FastPay, Interactive Advertising Bureau, Opera Mediaworks, SheKnows Media, and The Trade Desk. For more information, please visit www.blastpr.com and follow us on Twitter @blastpr.
Data. Digital. Analytics. MeritDirect is focused on Data Driven solutions and Marketing Services for B2B, B2i, Technology and B2C Marketers across a wide variety of categories and channels. We understand that the job of the modern-day marketer has never been more important or complicated, often having complex products, long, highly-consultative sales cycles and various personas involved. Our depth of experience and cutting edge data products provide marketers with tools that they need to achieve success and reach Higher Ground.
About Outsourced Ad Ops
OAO, www.adops.com, is a leading provider of online ad management services to both website publishers and agencies. Our clients receive unmatched quality of service from our experienced staff of ad operations professionals, across our offices in New York, Chicago, Denver, and San Francisco. We utilize some of the industry’s top talent, have built proprietary reporting and analytics tools to assist with campaign delivery and management, and perfected our flow of operations, giving our clients the feel of a strong internal division rather than an outsourced service. OAO makes your business easier to manage and provides you with the knowledge, expertise and customer service your clients expect. To learn more, please email: [email protected].
PulsePoint is the leading global authority in programmatic technology, content marketing and health activation.
Our platforms distribute welcome advertising to the right consumers and physicians and create real connections across the internet. Brands turn to PulsePoint to efficiently engage the right audiences at scale while publishers increase yield through actionable insights.
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Carat USA Inc.
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Avis Budget Group
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Digital Advertising Consortium Inc.,
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GroupM North America
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