One of the industry’s leading buyers explains what publishers and technology companies need to do in order to get in on their media plans.
Programmatic has already conquered desktop, and every other media channel needs to be aware of what’s coming. In separate presentations on these emerging channels, industry publishers and buyers shed light on “going programmatic.”
Too many people find it difficult to reconcile creative and automation. Learn how to bridge the gap between creative and media teams, and discover what needs to happen in order for more creativity to occur within the sphere of programmatic.
Scaling the Walled Garden: An Omnichannel Approach to Programmatic Buying
Seller fragmentation can muffle agencies’ buying power and hurt scale. In this session, Jed Dederick, RVP of Business Development at The Trade Desk, explores the impacts that omnichannel buying can have on reaching scale on a 1:1 basis, as well as how a multifaceted approach to programmatic buying can drive insights and build brands.
The Age of the Mobile PMP
In-app mobile programmatic buying has – already – leapfrogged desktop programmatic buying. Initially, desktop automated buying was limited to remnant inventory and low quality ad experiences. In-app mobile programmatic buying from day one has adapted all the goodness of advertising automation (transparency & control), but has focused on premium audience data and rich interactive creatives as the norm. This has brought about the Age of the Mobile PMP – Audience Built, Creative Driven. In this session, Anne Frisbie – SVP of Global Brand & Programmatic – will provide key insights in how your in-app mobile programmatic buying strategies need to vary from desktop buying strategies in order to take advantage of mobile’s benefits.
Learn how industry leaders are tackling attribution challenges with regard to cross-platform transactions to gain a better understanding of publishers’ value, from audience to inventory, and determine how the emergence of new supply sources impacts efficiencies.
Despite the rise of automation in digital, the human touch remains critical in transactions. Hear from leaders from in the publishing and agency world on how media will be bought and sold, and what skill sets are needed on both sides to be successful in closing the existing chasm between programmatic and direct sales.
Dig into the topics that matter most to your business objectives.
The Future of Native Programmatic
Native Programmatic: State of the Market
While the notion of automated native advertising seems to be at odds with itself, there is a growing need for it to be transacted successfully. Hear a state of the market on this nascent technology, including an update on the new specifications.
Curt Larson, VP of Product, Sharethrough
Nate Gosselin, Sr. Product Marketing Manager, Sharethrough
Tim Sims, VP of Inventory Partnerships, The Trade Desk
Implementing, and Scaling, Native Programmatic
With the foundation for native programmatic set, gain an understanding of how it fits into the programmatic puzzle, and what the future has in store for this strategy. Learn how to successfully implement this strategy—and how it can scale.
Daniel Bornstein, Senior Vice President of Platform Revenue, Demand Media
Aparna Dargar, Product Lead, Programmatic Advertising, 360i
Melissa Gallo, Director of Product- Programmatic Automation and Data, IAB Technology Lab
Curt Larson, VP of Product, Sharethrough
The Evolution of Programmatic Video
Beyond Programmatic Video to TV: The Seller Perspective
Programmatic video is moving to the big screen—television. Yet despite 2016 slated to be “The Year of Programmatic TV,” it remains a nascent premise. Gain an understanding of the current state of the industry, and join the conversation as sellers discuss how the technology provides increasing value to advertisers.
Doug Fleming, Head of Advanced TV, Hulu
Walt Horstman, President, AudienceXpress
Ken Lagana, Senior Vice President, Sales, CBS Digital Media, CBS Interactive
Tim Ware, VP, Television, Tremor Video
The Year of Programmatic TV: The Buyer POV
Programmatic TV can provide advertisers with a more holistic view of their audience. Learn how buyers are adopting programmatic TV in order to better invest their television spend to reach the right audience.
Jay Baum, SVP, Agency Partnerships, Tremor Video
Mike Bologna, President, MODI Media
Matthew Kramer, Director of Programmatic Investment, Omnicom
Many believe header bidding is a step toward a unified auction, but not all sources of demand are created equal. Find out how header bidding can be leveraged—and how it will impact latency—across channels beyond display.
Discover key takeaways from this 10,000-person study, and how the implications of the findings can be applied within this programmatic world. Cadreon’s Erica Schmidt shares insights from a recent that explores the value of ads that meet MRC viewability standards, the relationship of viewability to ad effectiveness, and how marketers can maximize their bottom lines.
Programmatic advertising has traditionally been used to drive brand awareness, it’s proven perhaps even more important in helping marketers drive app installs. Learn how Houghton Mifflin Harcourt used automation as part of an integrated digital advertising campaign to drive downloads of its most successful children’s education app, Curious World.
Automation across all media, and across all channels, is no longer simply an idea, but a reality. But what reality is ideal? In-house? Outsourced? Owning technology? Buying data? How can agencies stay competitive in a world of intense competition and constant change? Havas’ Adam Kasper explores the future of programmatic, and the agency’s role in this world.
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 town halls focused on hot topics in digital marketing and media.
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.
Embracing Effective Targeting in an OTT Environment
Targeting and Attribution in a Cookie-less, Multi-Device World
Discussion points include:
- How is the shift away from linear TV into digital video and over-the-top television impacting targeting and attribution?
- What are best practices for marketers seeking to reach cord-cutters across devices?
- How can we do third-party attribution without VPAID in a cookie-less environment?
Securing Premium Inventory in a Supply Crisis World
Can, and Should, Header Bidding and Mobile Guaranteed Buying Co-exist?
Discussion points include:
- Header bidding solves for a “today” solution, but, does it have benefit for buyers who wish to secure guaranteed premium inventory in to the future?
- What are the gaps in header bidding for which futures markets solves?
- How does the futures market lend itself to a landscape where targeting is difficult and premium inventory is scarce?