Facilitators
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Matthew Renne -
Jamie Finstein -
Brad Pipkin -
Jill Wittkopp
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IAB Tech Lab’s Open Measurement SDK (OM SDK) and Ad Creative ID Framework (ACIF) work together to provide a standardized, transparent foundation for tracking ad performance across the fragmented digital landscape. OM SDK supports advertisers and publishers to verify their ads are being seen by real people, viewable on the device, and delivering value, while ACIF defines a framework to enable a persistent identifier for ad creative across the video advertising supply chain.
In this workshop, participants will learn about the standardized ecosystem of OM SDK and ACIF; how OM SDK supports MRC standards across mobile, web, video, and CTV; allows for accurate cross-platform frequency capping; and helps fight ad fraud. We’ll cover how to identify which of your partners support these standardized signals, how to draft language to ensure all inventory is served with OM integrations and registered UniversalAdIds (ACIF), and how to incorporate ad registration into your workflows.
This workshop is designed for professionals in: Ad Operations, Business Operations, Creative & Content, Marketing & Brand, Media Buying/Planning, and Measurement & Analytics.
Matthew leads IAB’s initiatives to bring professional development and education opportunities to industry professionals. Prior to joining IAB, Matthew shepherded precision marketing growth initiatives across EMEA, APAC, and LATAM, and led global partner relationships w/ Meta and X (Twitter), for Omnicom’s Nissan United. Matthew is focused on providing the industry with both foundational digital media knowledge in a rapidly change landscape and offering practical applications of IAB’s standards, best practices, and guidelines to help professionals in their day-to-day roles.
Jamie Finstein is Vice President of IAB’s Media Center, where she leads the organization’s Video and Audio Boards and initiatives. She spearheads IAB’s annual NewFronts and IAB Video Leadership Summit and is a regular moderator and panelist on video industry topics. Prior to IAB, Jamie spent her career on the agency side, helping brands across luxury, CPG, retail, and beauty accelerate their digital media approaches and drive growth.
Brad Pipkin has spent more than 20 years helping television evolve. From traditional broadcast workflows to today’s Advanced TV and CTV ecosystems, he has focused on turning big shifts in technology into practical, scalable products that move the industry forward.
His career sits at the intersection of media, advertising, and platform innovation, where strategy meets execution. Brad has led product initiatives that modernize how video advertising is delivered, measured, and experienced across streaming environments, always with an eye toward real-world adoption across complex value chains.
At heart, he is a builder. Whether shaping next-generation TV infrastructure, crafting product strategy, or creating hands-on projects outside of work, Brad brings a maker’s mindset to every challenge. He believes the future of television will be defined not just by smarter systems, but by thoughtful design, collaboration, and a willingness to reimagine what’s possible.
Jill Wittkopp is a proven leader with over ten years of experience in digital marketing software. As VP of Product at IAB Tech Lab, she oversees a product portfolio spanning the programmatic supply chain, measurement, advanced tv, and software products, with a focus to drive education, development and adoption of digital advertising standards.
Prior to joining the Tech Lab, Jill held product management and client services positions with demand side platforms like Magnetic and Rakuten.
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