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Agency & Brand Relationship
Everything starts with the Advertiser, who has something to sell – a new product launch, upcoming event, or a promotion to push out. The agencies (creative + media) are briefed on campaign goals and objectives and the fun of building a new campaign begins. The agencies work in parallel to develop their plans and this section will review how the media team creates a media plan, identifies target audiences, works with creative teams and more.
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Tech Planning/Buying Tools
The typical person can be exposed to more than 4,000 ads each day. And people around the world spend an average of 170 minutes with digital content. We will present the two key parts of a media buyer’s job — planning and buying.
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Ad Serving/SSP (Supply Side Platform) Relationship with Publishers
Digital marketing has evolved and become more sophisticated over the last 10 years where marketers and publishers have a lot more options at their disposal. The technology has gone from relying on one ad server to do everything to building relationships with vendors who specialize in a specific area. We will focus on the various ad serving relationships that happen on the agency and publisher side in addition to providing a high-level overview of how SSPs function.
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Publisher Perspective: Building and Packaging Audiences
Building and packaging audiences is one of the best tactics a publisher can take to market its inventory to advertisers. Marketers are always looking to be where their target audience is and on platforms that perform well. In this session we will discuss the strategy behind how publishers build audiences and make them available for advertisers.
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Measurement, Attribution & Analytics
Measurement & Attribution is the practice of tracking and valuing all marketing touch points that lead to a desired outcome. Companies rely on different charts and reports to draw insights and make business decisions so that they can effectively and efficiently spend their investments in the right areas. Types of analysis done are: Cross-Channel Attribution, Media Mix Modeling, Multi-Touch Attribution, Reach & Frequency, Audience Insights, and many more…
