The growing adoption of ad blocking—with the likelihood that it will explode on mobile in the near future—is perhaps today the most critical issue facing the industry. Discover the approaches and the solutions that the market is utilizing to tackle ad blocking and re-earn the trust of the consumer in an effort to combat the impact ad blocking is having on revenues and inventory.
Learn solutions to the ad blocking challenge that involve Light, Encrypted, Ad-Choice Supported and Non-Invasive Ads. Join the conversation on the LEAN Ads Principles in this interactive town hall session.
The market is moving away from flash and toward HTML5 as a more friendly approach for ad creative and cross-device experiences. There are many key differences between flash and HTML5 development, however, and ad operations professionals will need to understand the various tools and standards necessary to make this transition a success. Learn the key formats and browser differences necessary to navigate this transition. Jeremy Helfand, Vice President, Video Monetization, Adobe, explains the market challenges of the transition, while Rawle Curtis, Technical Director of Digital Advertising, R/GA, sheds light on working through the conversion.
Mobile video ad revenue is expected to exceed $4.4 billion in the next three years, with mobile video ads set to grow nearly five times as fast as desktop. But while digital video is on the rise, publishers have been slow to adopt VPAID, which, in turn, has resulted in lost revenue opportunities. This session discusses the roadmap of VPAID and VAST going forward.
Discover the value of pre-header bidding, and learn whether or not it is the right strategy for your organization. This conversation brings together both a proponent and an opponent to shed light on the pros and cons of this dilemma.
The goal of the recently formed IAB Technology Lab is to simplify and reduce costs associated with the digital advertising and marketing supply chain. In a series of short presentations, hear from the Executive Committee about the issues geared toward upcoming developments and initiatives for the year ahead. Questions from the audience are welcome.
IAB explains the technological and operational issues and techniques for the Ad Blocking Detection Code, the HTML5 Validator, and Creative QA App (now called MRAID Ads SDK Tester).
The industry’s embrace of programmatic ad buying will drastically change the talent necessary and skills required of ad operations professionals. Learn how various industry organizations are addressing the evolving operational needs required to succeed today.
George Ivie and Sherrill Mane provide an update on the progress toward viewability, including market stability, ongoing challenges and what’s next in the year ahead.
Discover how buyers and sellers are navigating their complex needs surrounding viewability, ad verification, and audience measurement. This three-part session sheds light on operational improvements and collaborative communication with regard to digital measurement in the industry.
Pose Questions. Share Experiences. Exchange Insights.
Walk away with new ideas and new connections.
The best conversations at conferences often happen in hallways and over cocktails when attendees engage one another in spirited discussion and debate. IAB Town Halls tap into this energy by creating interactive experiences focused on hot topics in digital operations.
Facilitated by an industry leader, each session is an open forum to share challenges, collaborate on solutions, find inspiration and ideas, and make contacts that translate into business solutions.
Drinks will be served.
Achieving Scale for Video Publishers
Digital video is one of the fastest-growing digital advertising vehicles today. Despite this, emerging technologies are changing the way video is transacted, making it an area prime for both immense challenges and opportunities. Identify best practices, from both buyers and sellers, for monetizing video, and learn how the industry is achieving scale on video.
Discussion points include:
- How do buyers and sellers decide whether or not to execute their video buys programmatically?
- What are best practices for the industry to capitalize on OTT technologies and cross screen devices?
- How can premium publishers optimize their inventory across devices and ensure the right ad load?
Optimizing Cross-Screen Media Executions with Audience Data
Identifying users with data across multiple devices continues to be a struggle. Learn how new technologies can establish relationships across screens to create a more compelling and seamless user experience.
Discussion points include:
- What are the most efficient strategies to find audience segments to target and assess best-performing data sets?
- How do you determine whether first-, second- or third-party data sources are providing the best results?
- How are emerging platforms changing data management across devices?
Surfacing Quality Inventory in Programmatic
While programmatic has the potential to fulfill its promise of right message, right time and right person, there remain some questions around inventory quality, especially as it pertains to fraud, viewability and brand safety. The importance of transparency and the ability to surface quality inventory, cannot be underestimated, yet concentrating purely on increasing overall viewability rates and reducing fraud in isolation dramatically underestimates the fundamental impact that these elements can have on overall campaign impacts.
Discussion points include:
- What are the best ways to surface and assess inventory quality in programmatic?
- How are players from all sides of the digital media ecosystem working to tackle ad quality issues to improve campaign effects?
- What metrics matter, and how can they be best leveraged in concert with each other to generate the greatest impact?