IAB Annual Leadership Meeting 2018

February 11-13, 2018 Palm Desert, CA

2018 EVENT HIGHLIGHTS

Who will survive, thrive, and die in the emerging direct brand economy? Legacy brands and their suppliers are struggling with growth, while more customized, data-enriched, consumer-centric brands are thriving. The 2018 IAB Annual Leadership Meeting explored how the new direct-to-consumer (D2C) economy will drive growth in 2018 and how brands are building their own supply chain ‘stacks’ to meet their Production, Attention, Data, and Fulfillment needs. The event uncovered marketing, data, and organizational strategies that will help brands, publishers and their partners compete in a world with nimble, tech-focused new market entrants and adapt their businesses to thrive in the 21st Century.

Conference Summary

Day 1 HighlightsDay 2 HighlightsDay 3 Highlights

Day 1 Highlights

IAB Annual Leadership Meeting 2018 214Randall Rothenberg, Chief Executive Officer, IAB, welcomed over 1,100 media and marketing executives to the 2018 IAB Annual Leadership Meeting, in Palm Desert, CA, on February 11-13. The meeting was themed “How to Build a 21st Century Brand” – introducing the idea of the direct brand economy. The IAB Annual Leadership Meeting is a forum for the industry to set the agenda for the coming year, and this year, more than ever, it emphasized learning with many breakout sessions and insights from great speakers—such as Leonid Sudakov from Unilever, Jen Rubio from Away, Henry Davis from Glossier, Liza Landsman from Jet.com, and many others. Attendees were invited to actively engage into dialogues, both from the main stage with the IAB Leadership Dialogues and in smaller room settings with the town halls and master classes.

The world has shifted from an indirect brand economy to a direct brand economy with incredible growth, extraordinary innovation, and general disruption. Thousands of retail stores closed in 2017. Smaller brands are providing a new business model. Yet, some leading incumbent brands—such as Unilever and Mars Petcare—have also adopted direct-to-consumer strategies.

Rothenberg thanked all the sponsors and announced the new IAB Board Slate for 2018. The IAB Board of Directors elected Scott Schiller, Executive Vice President, General Manager, Marketing, Advertising Sales & Client Partnerships, NBC Universal, as the new Chair of the Board and Rik van der Kooi, Corporate Vice President, Microsoft Advertising, as Vice-Chair of the IAB Board of Directors. Schiller was one of the founding members of IAB.

Schiller said he was excited to take on the responsibility of the chairmanship this year. He commented that “when IAB started, we saw an immense opportunity for consumers, marketing, and media – our industry was at inflection point in the 1990s with consumer habits dramatically changing business. The opportunity still awaits us. We want to help our customers and ourselves grow.” With more brands in the room than ever, this is the opportunity to work together and make our industry even better, Schiller pursued. 2017 was a tough year for many companies. The media industry including web publishers and retail brands are facing increasing challenges and disruption at the same time. It was time for major changes, so here we are once again at the cross world of change and opportunity. Growing and thriving today and tomorrow requires that we tap our collective scale, expertise, and resources. We must come together to envision and enact a new future,” said Schiller.

Many industries have found the way to grow and evolve in the face of disruption. Today technology and data have obscured the opportunities in front of us. Consumers have so many ways to get content. Choices have multiplied. We are forced to change in order to grow. Story telling opportunities for media companies have expanded. We are now in a world populated by influencers and branded content. And data has multiplied – including data about consumers’ needs and desires. The supply chain has exploded – hundreds of brands work directly with technology partners and media partners. Many of them are going directly to consumers with narrative shaped in house. They work with publisher content studios and they manage their own influencers’ relationship. As an industry, we need to steer in the right direction and work together. First, we have to listen to consumers who now have the ability to have direct relationship with brands. Innovation led growth is shifting to smaller direct-to-consumer and boutique brands – in categories like mattresses, craft beers, and most famously razors. Who heard of Harry’s and Dollar Shave Club five years ago? Today they are almost 15% of share in that market. Growth has stopped for most Fortune 500 companies.

IAB and others have responded to so many of those challenges and it helped us improve the consumer experience. Initiatives like the Digital Advertising Alliance have helped consumers secure their privacy and learn more about how their data is being used. The Coalition for Better Ads helps consumer control the unsightly assault of retargeting without having to use third-party ad blockers. TAG, ANA, IAB, and 4As’ joint venture is successfully creating a more brand safe, fraud-free internet by demanding brand safety from all publishers. Since Marc Pritchard requested all his P&G media suppliers to be TAG certified, advertising fraud has declined almost 10% in 2017 according to ANA. And we can do more. We have to help marketers reach their goals and ask them how they define success. Art directors, copywriters, account teams, communication specialists, and media buyers need to get back in the same room.

We want to focus on the true brand growth cycle and how to make the experience easier on the marketers for the benefit of consumers. We all have to contribute and listen better, collaborate, innovate, and push the needle forward so we can contribute to growth. Brand safety must be a given and a mandate for everyone. Ultimately the IAB exists because we believe in three things: 1) the internet is a great source for content and commerce; 2) internet advertising is good and we can inform, entertain, and educate in environments subsidized by brands and we can build businesses too; 3) and we have the will and the power to self-regulate and to hold ourselves to high consumer standards so that we are trusted.  We have to innovate and lead. Let’s take action to move our business ahead and contribute to growth.

Next, Jeffrey Cole, Director, Center for the Digital Future, USC Annenberg School for Communication and Journalism, talked about “The Transformation of the Media: New Payment Models, New Players, and New Content” and the change that we see in the media business – with new players and new business models. Cole believes the AT&T and Time Warner merger will go through and AT&T will probably be able to bring CNN along into the new company. When they do, out of the six major studios, we will have three super studios: AT&T Time Warner, Disney, and NBC Universal Comcast. That leaves three studios that, according to Cole, are not big enough—20th Century Fox, Paramount (part of Viacom), and Sony. These companies will have to sell or find partnerships. Google, Facebook, Baidu, Tencent, and Alibaba are ready to move into this space. Amazon decided not to buy a studio, but to build its own studio, already an Emmy-award winning and Oscar-winning one. And Cole predicts we will see Amazon, followed by Facebook, move aggressively into a whole new space: sports.

“Last year, Netflix spent 6 billion dollars on original programming and will spend about 8 or 9 billion this year,” said Cole. Amazon, Apple, HBO, and Hulu all increased their spending too, and Cole estimates there will be about 19 billion dollars spent this year on original programming by non-network or studio players, almost all over-the-top (OTT), and projects about 24 billion next year. And there will be one new type of player. Cole has been talking a lot about driverless cars. The automobile is about to become the second most important entertainment environment in our lives. Cole predicts that we will consume more media in our car than in other single place, with the exception of our home. And it will create lots of new opportunities for software, content, hardware, etc.

We are seeing 200 years of business model being completely disrupted – very old industries as well. Last week, the LA Times got bought by a local billionaire, Patrick Soon-Shiong. Cole thinks it is good because there is almost no other alternative for local newspapers. Jeff Bezos bought the Washington Post because he liked it and wanted to save it. And the Post has been the most improved newspaper in the country over the last couple of years, hiring journalists and winning Pulitzer prizes. Rupert Murdoch also split NewsCorp in half to save the newspapers, said Cole. The movie theaters, which were most threatened of not surviving, have also moved to a new business model. Last year, summer box office was at a 25-year low. The major reason was the cost of going to the movie theater compared to a monthly subscription like Netflix providing TV, theatricals, and original programming. In the next 18 months, the music industry that looked like it was at death’s door, will be a bigger business than it was before the internet and Napster. Where those dollars go is completely different than where they went 20 years ago—e.g. Spotify and Pandora—but this has become a bigger business with more people listening to more music.

Television has moved to a subscription model – most people spend about $90 a month on media as they shave or cut the cord. Netflix and Amazon Video are part of this change. Netflix has evolved from a red envelope business seven years ago to a successful digital streaming business with quality original programming. Television tells you to stay home—where it’s warm, safe, and convenient—whereas movies have always required more effort—however the movie stars were bigger than TV stars, the content was bigger, more majestic, more thematic, and the quality of the picture was so much better… but, that’s not true anymore. Netflix, Hulu, and Amazon have been successful – and the film/movie theater industry is even more in trouble than the television industry.

In the following session, titled “How to Build 21st Century Brand Loyalty,” keynote speaker, Henry Davis, President and COO, Glossier, shared insights into the customer experiences crucial for companies to ensure prolonged brand loyalty in an age where customers are increasingly product loyal. Glossier disrupted the beauty industry with core insights into its consumers, building a loyal following even before its launch. Davis talked about how the shopping paradigm driving the change in brands now. Retail is not what it once was. This is challenging brands because their products are becoming the collateral damage in the battle royal for retail: when things go on discount, retail is commoditizing brand products. So, many brands are looking to e-commerce as the future, where they need to be. E-commerce in the U.S. is dominated by Amazon. In 2015, Amazon did one third of all the U.S. e-commerce volume; in 2017 they did 44 percent; and it won’t be long before they do over half and become the majority player. Amazon defines e-commerce as fewer clicks, fewer dollars, and fewer delivery days as possible. They want to remove any friction. This threatens brand loyalty. Amazon is an infinite shelf and algorithms tell you what you need which challenges brands who have been surviving on product loyalty and shelf hegemony for so long.

People still want brands. But they also want to feel part of something and feel good about their purchase. Millennials are at the vanguard of this shift. They just want to be listened to. Two thirds of them are annoyed by mass marketing and fed up by how they’ve been preached to. “You are not thin enough, you are not man enough, or your lips are not full enough” – the beauty industry is probably the worst of all, creating the anxiety relievable by purchase. Millennials are rejecting that. They want brands as peers – they are choosing inclusive, nice, and real. The brands of the future will be based on belonging and community, a place where people go to share belief and lifestyle. And digital is what allows brands to make meaningful connections with people at scale. These communities are international, they transcend borders, demographics, psychographics, and people can opt into them. To tap into this new way of thinking and to foster this environment, look to start a conversation. Davis recommends brands engage, listen, and continue the conversation to make consumers become stakeholders.

At Glossier, “we involve our customers in everything we do,” said Davis. They include their customers with user generated content (UGC) – from development to marketing to selling. Then, customers want to evangelize the products they have been part of creating. “Don’t try so hard making customers feel like they are being listened to. Really listen to your customers,” commented Davis. Customer engagement is the antidote to the commoditization of brands and will solve all the problems the brands face. According to Davis, the brands of the future will understand three things:

  • E-commerce “the Amazon way” is commoditizing brands (and media “the Facebook way” is similar).
  • Millennials expect more from brands. They want to feel a part of something, that they are friends with the brand.
  • Brands that include customers in everything they do will be the most successful.

Then Davis had a Q&A with Alexa Christon and Laura Correnti, Hosts of Adlandia. They uncovered that Glossier first thinks about helping customers find their own beauty style and routine – hoping Glossier will be part of it eventually. Davis said they measure engagement and everything they do is content. There is a silent conversation. Davis stated they can’t grow unless they are conversational – 80% of Glossier’s new customers come through earned or owned channels – in particular peer-to-peer recommendations, their biggest acquisition channel. That all requires conversation. They want people more than they want sales – how to engage them and make them to understand who they are and what they are buying. “With social platforms, you can easily find the lifestyle affinities and the psychographic you want, “said Davis. “The challenge is to engage them from there.”

Glossier is very transparent about their creation and marketing processes. They think about it as levels of “inclusive exclusivity” with circles that get narrower and narrower, yet with open doors. Davis said that Emily Weiss, Founder and CEO of Glossier, talks to customers about her views on the brand. Glossier wants to have as many conversations as possible. Data is important, and good at providing feedback and improving your product. But, to innovate, you need to reach beyond data to intuitive reasoning. Glossier has only a single physical retail store in NYC, and this store has more sales per square foot than Apple. “We think there is a place for retail as community-building and conversation – we don’t see it as distribution,” said Davis. “You should build your own e-commerce platform to have room to engage with customers the way they want to engage.” recommends Davis.

Next, Doug Weaver, Founder and Chief Executive Officer, Upstream Group, Inc., took the stage to help us understand what the future of digital sales looks like, in a session titled “Go disrupt yourself! Tiny Acts of Rebellion and a New Future for Digital Sales.” The tape looping inside the publisher’s head seems all too familiar: duopoly, programmatic, consolidation, margin pressure, smaller site lists, fewer RFPs. In 2018, the life of the digital seller is filled with disruption. “Now may be just the time to become the disruption,” said Doug Weaver, who shared some of the basic tenets of sales team disruption and how sales leaders and managers can foster long-term standards and everyday habits within their teams. In a market as precarious as ours, inertia and incrementalism may be the riskiest options of all.

Weaver started by saying that to your sales teams the world looks like they are in the shadow of a death star. They see a world being shaped by consolidation – duopoly or “triopoly” soon. Sellers feel increasingly unconsidered, they are starting to feel invisible, and the natural reaction is to disengage, or to start to become desperate. But, the answer to making the change as a sales leader is in the answers to two core questions:

  • How will we live and thrive in a consolidated world of giants? Consolidation is a part of every industry and media channel.
  • How do we succeed when the systems and practices we once relied on no longer serve us? The system seems rigged.

Weaver talked about tiny acts of rebellion to positively disrupt the future of your organization as a sales leader – sales teams are in the middle of disruption, but don’t feel like they are doing the disrupting. You can help them do it:

  1. Start to let go of things: the fading rituals and relics of the past that are eating away valuable time and resources. Meetings, over reliance on the media agency, capabilities presentations, lunch-and-learn’s should be out the door. They are the very things holding your sales people back.
  2. Start at a different place. Focus first on the client’s business and marketing story, then consider their budget. The media team they are calling on has no idea how many budgets the marketer could access if s/he wanted to fund a new idea.
  3. At the agencies, we need to reach higher with a new set of motivations and incentives. Change the access point and get in to see the C-Suite and account owners within the agency. Help them find new kinds of budgets, incremental client spending, opportunities for brand leadership, capability extenders and workforce multipliers.
  4. Hygiene is the new superpower. Last year, Marc Pritchard’s speech was crucial and sent a clear message to the industry. The issue matters, and we need to press it today. The idea that an advertiser should get what they paid for should not be in dispute. And the idea that fraud has no place in our business should be beyond question.
  5. We have mistaken the idea of storytelling with telling our story better and more effectively – we have become a nation of describers, said Weaver. We need more betas: beta issues, beta concepts, and beta programs – teach sales people to go out with fragmented, partial ideas and concepts to engage customers in a more collaborative and inclusive way – give marketers the chance to participate – instead of just telling.

The incoming IAB Chairman shared insights about where the industry is headed in 2018 and then recognized IAB members who have demonstrated strong leadership and contributed exceptional service over the last year with the IAB Sales and Service Excellence Awards.

Day 2 Highlights

Monday started with an IAB Women in Leadership Breakfast featuring Allison Allen, VP, Diversity, Inclusion & Talent Management, Oath, Kim Perell, CEO, Amobee, and Ilana Wollin, Vice President, Marketplace Partnerships, AppNexus, and moderated by Megan Hauck, Senior Director, IAB Education Foundation. The leaders shared some of their secrets to success and some stories about how diversity has increased productivity in their teams and for their bottom line.

Then, reconvening to a full room, Randall Rothenberg, Chief Executive Officer, IAB, announced the release of a new IAB study on the evolution of brand marketing in his opening remarks. The Rise of the 21st Century Brand Economy focused on growth and how to crack the code of the new consumer economy. Rothenberg started by claiming that new direct-to-consumer companies such as Warby Parker in eyewear, Glossier in cosmetics, Casper in mattresses, and Away Travel in luggage are not interesting curiosities. They represent an enduring shift in the way the consumer economy operates. Legacy brands in most consumer categories are now in crisis.

We have lived for almost 140 years inside what we call the Indirect Brand Economy. Indirect brands created value through their high-barrier-to-entry, capital-intensive, owned-and-operated supply chains, and extracted that value through indirect, one-way relationships with their end consumers, mediated by a series of independent third parties, ending with fulfillment in a physical retail store. Now, we have entered the Direct Brand Economy. We date its origin to 2010, the year Warby Parker was founded. In this new economy, 21st Century Brands create value by tapping into a low-barrier-to-entry, capital-flexible, leased or rented supply chains. And they extract that value through a number of fulfillment models, all of which have a single thing in common: they aim to create a mutually beneficial, two-way relationship between the brand and the consumer, because that interactive relationship throws off the data that is the central competitive element for every other function in the enterprise. In the Direct Brand Economy, supply chain functions reside in four “stacks.” These are the production stack, the attention stack, the fulfillment stack, and the data stack – all of their functions available to rent, or to insource, depending on your strategic requirements.

Consumption isn’t going away. What’s changing is the way consumption is done. Non-store retailers grew from 4 percent in 1992 to 10.4 percent of the $5.3 trillion retail economy in February 2017. According to Nielsen, dollar sales in brick-and-mortar stores increased just 0.1 percent during the first half of 2017 for fast-moving consumer goods, while online channels saw a 21.1 percent uptick in sales.

Rothenberg laid out a new framework for understanding the direct consumer economy and assured the audience that IAB is committing to this framework – and to helping you navigate this exciting, transcendental evolution in the way brands and consumers interrelate.

IAB is going to bring the brands into the room. Our members have a lot to learn from them and their evolution. We also have a lot to teach them – about the best content marketing, risks to their data in the global public policy environment, best practices and technical developments in attribution modeling, and many other things. The centerpiece of this mutual learning experience will be the IAB Direct Brands Conference on October 30-31, 2018. This conference will become an annual fixture on the IAB calendar. At this event, we will release a more refined version of the IAB 250 powered by Dun & Bradstreet, that was released as a first-of-its-kind analysis pinpointing which Direct Brands to watch in the U.S. economy – both newcomers and evolved incumbents having the most impact in their categories. We also expect to release our first-ever benchmarking report on the Direct Brand Economy, diving deep into their operations to learn how they work with media, marketing, and data partners, what obstacles they are facing, and what’s contributing to their growth.

Rothenberg left the audience with four main takeaways:

  1. The world is awash in capacity for producing, marketing, and delivering goods and services to consumers – and drawing first-party data from those interactions. The “stack your own supply chain” is generating thousands of new companies, and changing the competitive requirements for all companies.
  2. To succeed in this new economy, you must become a direct brand or serve the needs of direct brands – seeking to create more enduring two-way relationships with their consumers.
  3. Creating those data-enriched two-way relationships requires technology, but it also requires story, for there are three last mile gaps that must be closed: to the head, to the home, and to the heart of the consumer.
  4. Maintaining and growing enduring two-way relationships between brands and consumers requires authenticity and trust. For trust equals data equals growth. And growth is the goal.

View the highlight video of this session, download the full study, and share it with your colleagues and business partners.

Today’s consumers are hyper-segmented and hyper-connected, and they expect hyper-convenience from their retail experiences. In this keynote session titled “In Brands We Trust,” Keith Weed, Chief Marketing and Communications Officer, Unilever, explained how the changing consumer is altering how we build brands forever and showed how a global CPG company with over 400 brands can win in this new world. He showed how Unilever found new ways for a sustainable business. For Weed, 2017 was the year of voice and mobile video for consumers, and for the industry, it was clearly the year of the digital supply chain. We need to make sure that 2018 is a very different year where we rebuild trust in our system and our society collectively. At this year’s World Economic Forum in Davos, the Edelman Trust Barometer showed that there was a 37 percent decrease in trust across business, government, non-government organizations (NGOs), and media in the U.S. Less than a third of people trust social media vs. 50 percent in traditional media, undermining confidence. This is important because if you undermine confidence you undermine trust. Business is expected to lead. Weed talked about hygiene factors, in particular the three Vs—Viewability, Verification and Value. Significant progress has been made, as a result we are delivering good value. Table stakes have changed and they are impacting society. There is an underlying issue of trust and truth going on. This is about people, society, and the people we serve. Fake news, sexism, racism, terrorism, spreading hate, we are a million miles away from the internet we thought we were inventing. It is time to act before viewers stop viewing, advertisers stop advertising and publishers stop publishing. This is an issue of trust – this is undermining the relationship between consumers and brands. Brands cannot ignore this. They can’t say this is someone else’s supply chain. We cannot have people not believing what they see online. No trust equals no data, no brand, and no company. We all need to be part of the solution.

Brand safety is paramount as well as brand suitability. Brands have a social responsibility and should have a positive impact on society. Weed made three commitments to change the conversation from social media to social responsibility: 1) Only partnering and investing in responsible platforms with a responsible approach to supply chain, 2) Committing to responsible content, tackling gender stereotypes in advertising, and championing progressive advertising, 3) Committing to building responsible infrastructure with one measurement system across all media – TV, digital, and wall gardens.

In their other supply chain, the goods and products supply chain, Unilever has made a commitment to source 100% of agricultural raw material sustainably by 2020. “Unilever is working in partnership with all players to ensure that all our supply chain – product and digital – are sustainable.”

When YouTube and Facebook had issues last year, Unilever kept the dialogue open and had positive conversations to improve the consumers’ experience and prioritize meaningful relationships – bringing transparency into the media world to ensure a positive online experience. A brand without trust is just a product. It is time for brands to step forward and take action, speak up about things that need fixing in the digital supply chain. Consumers are increasingly looking at brands and businesses to improve the society and environment. Unilever has been working on brands with purpose – such as Dove, which promotes beauty and building self-esteem to understand body and lives in different ways.

For Weed, you can build a brand that is good for people, for the planet, and for businesses. This is no longer a moral case, we also have a business case. Accept that we have a society issue, we need to own this collectively. An industry issue has moved into a societal issue. We are starting to impact society with the quality of the supply chain.

Randy Freer, Chief Executive Officer, Hulu, and Janet Balis, Partner, Global Advisory Leader for Media & Entertainment, EY, talked about TV and the 21st Century Brand in an always-on TV world. Ten years ago, Hulu ignited the television revolution – reimagining the viewer’s relationship with TV and introducing new ways for advertisers to engage audiences. Today, Hulu is leading TV forward into its next exciting era. Balis and Freer discussed what it takes to succeed as a 21st century brand in the constantly changing world of media. Freer agrees that it all starts with trust – you have an opportunity to build trust with one consumer at a time. In the live space, quality stream is harder than it looks. We all need to move faster. If you put legacy and tradition in front of everything, then you slow yourself down. Gillette could have done what Dollar Shave Club has done, if they chose to. For the under 35 age group, more than 50% of the consumption of content is ad free (HBO, Netflix, Hulu ad free, Showtime, etc.). Companies need to move beyond what their legacy business has forced them to hold onto. They need to find ways to balance the expectations of shareholders and others and evolve much quicker because consumers are moving fast.

To make advertising relevant, you need to think from the consumer side first – how is that message going to be consumed, how will they dive into it. We have overloaded the media experience with advertising. We need to value people’s time, get back to the right transaction and value proposition. We need to create an ad experience focused on the customer experience. Getting back to a quality, premium environment; lower ad load; more relevance to those ads and creative technology.  Hulu subscribers, 31 years old on average, are vocal, active, and have great expectations. First, they want a robust quality stream and content in an easily discoverable way. And they want a complete experience, bringing all the content they want together, on any devices, wherever they want it. In an on-demand, always-on world; to compete for attention, ultimately you need to have what they want to watch, when they want to watch it. You need originals and a wide variety of content and material difference with content they are passionate about. They may come in to watch the Handmaid’s Tale then they look for comic relief after – e.g. comedy, adult animation, etc.  To provide the right content at the right moment with serendipity. You get to know someone. You have to be careful and protect their data.

To be a successful D2C brand, it takes a cultural shift inside a company. We need to think about design, relationship, and trust for customers; how we measure and move them from place to place once they log on, what the customer/subscriber is seeing; and how we are impacting that consumer at a particular moment in time. There is a shift in how the company needs to think. Brands want to reach customers around content and communities. You need to appreciate customers and value their time. We need to get back to the beginning when brands told stories then we need to integrate branded entertainment and product placement. We need the greatest creators, the best storytellers to tell stories about brands that resonate and elevate consumers through content, communities, or virally.

Transforming the world lies in our hands. We need to shake off the power-point imprisonment, put the consumer at the epicenter of what we do, and draw the future from there. With Connected Solutions, Mars Petcare is at the forefront of adapting a legacy business to the changed environment of direct, 21st century brand connectivity. Leonid Sudakov, President of Connected Solutions, Mars Petcare, explained how he is shaping the business by becoming more consumer-centric and daring to dream big in his keynote session titled “No one Has Monopoly on the Dream.” Sudakov talked about the journey of transformation over the last few years, focusing on the people behind the brand, and the way you organize.

Mars Petcare is the global leader in all things pets – health, care, and nutrition; serving almost 50% of the pet owners and owning the four biggest animal hospital chains. In the last decade, Mars Petcare has lived the transformation of genetics, consumer technology, IoT, and health diagnostics. They are in the service business as much as the product business. It forced them to redefine what they want to stand for as a company. This transformation has been all about finding our dream. No one has a monopoly on the heart and on the dream. Mars Petcare’s dream is creating a better world for pets. This dream allows them to prioritize. They fight for better cities, for pets to be more welcomed in offices and playground as well as nutrition and health for pet and pet parents alike. They shift their focus on how they can make our customer’s life better. “We rebuilt this unmatched customer obsession muscle, stated Sudakov.” Our relationship with consumer is what gives us the right to first party data. Everything else is a commodity.”

As a multi-million-dollar company, they realized they had underestimated and underutilized resources. They gave up of the culture of self-preservation because people who are afraid are not taking risks. They have to fight the bureaucracy and inertia every day – nothing kills the signal between you and your consumer more than the layers of bureaucracy. They’ve learned to act small in order to dream big. Every startup acquired was used as a cultural champion for change in Mars Petcare. They want to be a partner of choice for every disruptor in their industry. Scale creates a real differentiator. The next step is how to translate their existing advantage of scale into an advantage of speed.

Mars Petcare created a completely new open platform for their business to commission and create digital communication in real-time. “We signed over 10,000 creators from 100 countries – started with $300 per piece of communication.” Technology has democratized production. The whole journey matters. Mars Petcare sees scale as an opportunity, not as a dead weight that drags them down. Find the dreamers who will create the transformation of your business and think how to organize to make them successful. Impatience and tenacity are important components of making this transformation possible. Because no one holds the opportunity on dreams.

At Mars Petcare, 60% of growth on category levels already comes from digital. They have focused on how to make sure their people have a direct relationship with the consumer. It’s all about the people behind the brand.

Next, Jen Rubio, Co-Founder and Chief Brand Officer, Away Travel, joined James Ledbetter, Editor of Inc. Magazine, on stage to share how the company has created content and experiences that set it apart, Building a Lifestyle Brand in the 21st Century. Away, the direct-to-consumer travel company, has redefined what it means to connect with customers, having quickly developed a loyal following of hundreds of thousands of people around the world. But, Away’s secret to growth goes far beyond a suitcase—whether through its in-store experiences, profitable editorial arm, or unique collaborations, Away has proven that it’s building a brand, not just a product. Rubio said that the idea to build luggage came out of a pain point, however the two co-founders were not interested in building a company that just sells suitcases. The old luggage industry was missing the emotional connection with customers, just talking about wheels and zippers. They wanted to make travel easier and more enjoyable – luggage was just their first stop. They centered their entire brand around the connection with the customer.

Lately, Away branched out to brick-and-mortar retail store sales. For Rubio, if you are a direct-to-consumer brand, you can still have a retail space, but you need to also own that channel. The fundamental value of a direct-to-consumer brand is relationship. Retail allows people to touch the luggage. They do events, workshops, classes, product focus activation built around community interactions. Away’s retail conversion is in the low 30% – if consumers buy online later then this is also a success. The retail store is just another brand touch point. Retail expansion is one of Away’s pillars of growth over the next couple of years. Each store teaches them a little bit more.

Away looked at all the data available to them from the beginning. One of their first hires was a data analyst. The obsession with what the consumer thinks has driven much of what they’ve done. For instance, Away brought back limited edition pink suitcases and told the customers it was because of them. Attribution is a big part of what’s missing. They developed in-house a proprietary attribution model because they have a very specific marketing mix. Away has been building their organization to reflect what customers are demanding from them. Away expanded from luggage to a travel goods line and is looking at other gaps in travel. Everyone loves to travel but the actual process is a pain. Away created a quarterly print magazine and online destination targeting millennials with high household income who have an immediate intention to travel. In social media, Instagram is the second highest way people found Away. They looked at the type of demographics they were aligning themselves with and what those people were posting. They carefully worked with the right community. Rubio recommend to align yourself with the right people who will tell stories in a better and more authentic way. Success is defined beyond likes or followers.

In a frank keynote address about Real Diversity and Inclusion Practices for the 21st Century BrandFreada Kapor Klein, Co-Founder, Project Include; Partner, Kapor Center for Social Impact, and Ellen Pao, Co-Founder, Project Include; Chief Diversity and Inclusion Officer, Kapor Center for Social Impact, discussed what digital companies can do in the areas of Diversity and Inclusion that are comprehensive, necessary, and effective. They provided insights on what brands can do to truly modernize their D&I strategies to retain talent and grow revenue, and how companies foster environments that are not only better for their employees, but also for their ever-evolving consumer-base, allowing all to thrive. Pao, who was once interim CEO at Reddit, talked about “the thousand cuts” – all the cuts you experience at being underrepresented at a company. Cuts that are tied to being invisible, lower status, and putting you in your place. Pao and Kapor Klein discussed how to stand those thousand cuts and how to make sure people feel included and want to stay rather than leave the tech industry. Freada Kapor Klein also shared findings from the Tech Leavers Study about what is deterring the best and the brightest. Both unfairness and the thousand cuts drive turnover. Unfairness was the most frequent reason to leave a company, twice more than being recruited away and those who left would not recommend that company to relatives and friends.

Project Include, co-founded with six other women, defines three values—inclusive to all groups, comprehensive across all activities in your company (recruiting, promotion, and pay) and accountability metrics to see how you are doing—and uses three tools: a handbook with 87 recommendations, working with startup CEOs and VCs (venture capital), and surveys or reports to show what is possible.

They looked at five factors and if they make a difference in frequency and in retention of employees:

  • Hiring a head of D&I – does not work as a standalone initiative
  • Setting explicit diversity & inclusion goals
  • Referral bonus for under-represented employee hiring
  • Conducting unconscious bias training can help people have aha moments
  • Employee Resource Group (ERGs)

Some of those initiatives do not work as standalone, and the sweet spot is to have all five of these in place together to deliver a decrease in all forms of unfairness and an increase in retention. Kapor Klein said that you cannot increase diversity without improving culture and sense of inclusion otherwise you just have revolving doors at your company. Pao said that the biggest obstacles for doing these is that people have it on their to do list but don’t get to it. This is a below the line priority. If companies see the long game, they realize they have to do it now.

Company culture does not change without critical mass. Critical mass matters. Getting pipelines of kids like the SMASH (Summer Math and Science Honors Academy) program scholars in place and the iDiverse graduates and begin to change the culture.

Today’s consumer can get exactly what she wants, instantly and effortlessly. This is having a profound impact on the world of marketing, as people increasingly expect brands to anticipate and deliver on their needs in every micro-moment. In the next session about Marketing in the Age of Assistance, Jim Lecinski, Vice President, Customer Solutions, Google, underscored why assistance has become the battleground for growth, and shared how leading marketers are partnering with Google to create useful, personal, and frictionless experiences to win.

In the past, growth was based on production cost and integration. This system worked until challengers came along. Mars moved from a manufacturing and production focused company to a service focused company or an assistive brand. Production and manufacturing means have changed from when Henry Ford created the Ford T in the 1920s focused on scale to drive down the unit cost. Consumer demand and expectations have changed too. Mobile changes everything with people checking their smartphone 150 times per day. Google defines four micro-moments when I want to know, I want to go, I want to do, and I want to buy. Consumers want to know if your brand can exactly satisfy that here and now. The underlying technology and the new supply chain empower the customer expectation– through artificial intelligence and machine learning I can swipe, I can type, and I can talk at my fingertips. It puts an expectation of speed, precision, and nimbleness on brands, putting some stress on brands created for supply chain, mass needs, mass taste, and mass production. Consumers are now curious, demanding, and impatient. According to Harvard Business School professor Clayton Christensen, “Consumers hire your 21st century brand to do a job.”

Assistance is the new battleground for growth. What’s our opportunity to assist? Some brands are being assistive today – e.g. Maybelline “contour-me-quick” videos with tutorials and makeup tips, and Starbucks “virtual barista.” Assistive brands help build brand loyalty and lifelong consumer experience, taking the butterfly effect from many small meaningful assistive ideas adding up for a different type of competitive advantage. Nest, with its connected home devices, uses machine learning to program itself for home comfort. You can show up, wise up, speed up to be there in the consumer’s moment of need and to use data in an efficient way. Be nimble, fast, and use input from consumers. Go forth and be assistive – go forth and build an awesome company.

Day 3 Highlights

Tuesday started with several breakout sessions, including two master classes about Equipping Your 21st Century Sales Force and GDPR (General Data Protection Regulation) Solutions, and a Leadership Dialogue: Get Your Brand Ready for Immersive Media with Intel Senior Vice President and Chief Marketing Officer, Steve Fund.

Then Liza Landsman, President, Jet.com, and member of Walmart’s e-commerce team, provided her insights in a keynote about “Innovating the Online Shopping Experience with Culture, Creativity, and Customer Satisfaction.” Since its inception in 2015, Jet.com attracted shoppers with its tongue-in-cheek tone, playful ads, and site imagery. With Walmart’s acquisition, the brand was empowered to focus on innovating for the urban shopper. Jet.com continues to maintain its startup culture and innovative edge through urban-inspired product launches and partnerships, including its own private brand, last mile delivery innovations, and new ways to shop via mobile. Landsman shared how Jet.com capitalizes on its strong culture, creativity, and passion for customer satisfaction to help the brand win the eCommerce game.

Landsman noted that many venture brands and companies are built through bootstrapping. The quintessential American entrepreneurial story is two guys building a new business in a garage, she said. At Jet.com, they did the exact opposite: they raised a total of over $800K in capital and equity in about 18 months. Amazon started with one category, books, over 20 years ago. Jet.com took a different approach, thinking about “pulling a sequoia out of the ground with their bare hands” rather than slowly nurturing a single green shoot. They started with 1,436 categories in every market in the U.S. and launched in every channel across four platforms out of the gate with a profound focus on scale. They did a massive launch in July and, about 11 weeks later, they hit the million-user mark, which positioned them at the level of Spotify and Instagram for growth. That gave them a tremendous amount of credibility among established brands and provided a massive consumer base to observe – what and how they buy. Landsman said that they had to offer 10-15% better pricing overall than is available elsewhere online, so they re-engineered the supply chain and passed those savings to consumers without charging a membership fee.

Here are some of Landsman’s lessons from the launch of Jet.com:

  1. To win a race, you first have to know what you are running towards – from day one, Jet.com focused on scale. It impacted who they hired and when they got acquired by Walmart in August of 2016 for $1.3 billion, they already had 3,000 employees.
  2. Focus on customer metrics and consumer experience in the beginning and always. They built a consumer experience lab that grew with them for live research with consumers on usability, communication, core product features, etc.
  3. Build diversity in your team from the start – Build a great culture and get a better business outcome. It is harder if you treat it as icing to add on top of the cake once baked rather than doing it from the beginning.

According to Landsman, Jet.com growth has been organic – with an intense focus on consumer experience and marketing. Yet, they also thought about inorganic growth. They acquired Hay Needle (home goods and fashion), a pure play e-commerce, to build the Jet brand with speed and agility – because deep subject matter expertise makes a real difference in the consumer experience. Walmart reaches over 240 million people a week globally through their stores or website so their acquisition was also a great accelerator.

In a fireside chat with Rothenberg, Landsman shared that she doesn’t think that channels operate in silos. Consumers do not think they are shopping in a store today and tomorrow they will shop online. This is about the satisfaction of their wants, desires, and needs. “The choice of channel is based on convenience and some preference with a rare foray into joy,” she added. The consumer is truly in control. Jet.com focused early on trying to create the least friction and the most joy as opposed to being purely an efficiency play, said Landsman. Prompted about Amazon, she also noted that consumers don’t love a monopoly. Choice is really important. In a TV interview, she stated that her ambition was “to be a tremendous #2.” Much of e-commerce is a transactional relationship, yet there should be joy and celebration. The emotional connection generates more fun for employees, but also creates, stickier, deeper, more lasting connections with consumers. This is the blending art and science. You can anticipate trends by looking at data. Yet, also bring design sensibility and some gamification into the experience. Landsman thinks content marketing is important because human beings are emotional and irrational creatures. “You need to tell the story of your brand and what your culture is about. Urban affluent consumers talk about who they support with their dollar as opposed to where they spend.” This is why she thinks content marketing serves a very important function in the funnel. If people don’t know who you are and what you stand for, why would they spend their precious dollar with you?

Welcome to Optimism: Brand Building in a Post-Advertising World. A lot of ad agencies watched the rise of digital, programmatic advertising, and targeting, and wonder where the humanity went in advertising. Truth is humans are more interested and engaged in what brands have to say than ever. Direct consumer engagement and people’s desire for real experience make this an amazing time to build a brand. Colleen DeCourcy, Chief Creative Officer, Wieden+Kennedy, and founder of the IAB Agency Board, examined how advertising, agencies, and creativity fit into brand building in the 21st century.

DeCourcy stated that “Change is here: Disruptive innovation is rooted in more people having access to tools that used to be available only to people with lots of money or skills. Music does not need records. Each step, it is about taking friction out of the process.” Hollywood looked at the digital disruption and cried “defend us, this is going to kill creativity,” but it didn’t. Removal of friction and use of data intensified Hollywood creative output. Big box retailers, Hollywood, record companies, etc. are all victims of the same logic. “More delivery, less friction, still creative: this is the challenge we all have in front of us in the 21st century,” said DeCourcy. We’ve moved from a market of things to a market of technology and systems. Scale is no longer your friend. Competition is coming from everywhere, she added. Unprecedented access to the means of production is what created the new economy. Great advertising can still drastically change the fortunes of a brand – new economy or old. There is just no role for mediocre work anymore.

DeCourcy said she was very grateful that Wieden+Kennedy was small and the money goes into the work: “D2C companies have taught us that any move that is not in the direction of nimbleness, emotional intelligence, transparency, collaboration is just building in the wrong direction. Brand building is not a guarantee of long-term success. Loyalty is hard to find. Companies like Glossier, Warby Parker, and Everlane are not just internet companies that figured out supply chain and targeting. These are ideas – they also live offline, they create content, they make meaningful gestures, they capture an audience. The biggest difference is that they do it without massive infrastructure.”

Marketers used to invest in advertising and brand building to raise awareness and to drive sales in physical stores. Now, the marketing mix for both direct digital brands and legacy brands who want to adapt is surprisingly similar. “What is interesting is how little of it sits inside of media,” noted DeCourcy. With the new direct economy, we moved from mass target audience reach to individual precision on a mass scale. 21st century marketing is about humanity. People are more interested and willing to play along with brands than they have ever been. They also expect more from brands than they ever did. Brands who are more audience centric, human centric, who focus on creating value for people, who combine tech with human insights and empathy, and look at people as more than consumers or targets, are the ones who will be marked in history as the 21st century brands, claimed DeCourcy. “As the economy loses friction, becomes more direct, it opens up opportunities for any brand and for truly creative companies to develop human relationships in new ways. This is an opportunity to reassess everything we thought was a rule. The optimism lives here. The great 21st century marketers will hone the direct, targeted, programmatic, and they will also use the work to create conversations that live in the real world. It’s not the end of advertising. It is the beginning of everything,” she pursued. At the intersection of data, storytelling, and content, companies are driven to first party relationship infused with rich data. And, data is how creatives now brief themselves, how they find the truth in a non-monolithic culture. “Data is a form of empathy, a piece of insight,” she concluded.

Programmatic advertising can be a murky ecosystem and marketers should have full visibility into every dollar they spend. Will Blockchain be the answer? The last session on “Blockchain: Getting to Radical Transparency” looked at several ways in which Blockchain could play a role in the future of the digital ecosystem and dove into how Blockchain can solve transparency for marketers. Richard Bush, Chief Product and Technology Officer, NYIAX, and Co-Chair, IAB Blockchain Working Group, started with an explanation of blockchain technology and how it can enable the next wave of automation through trust and safety. NYIAX partnered with NASDAQ to bring a blockchain in the back of their financial system and contracts. Blockchain is the underlying technology that is enabling cryptocurrencies such as Bitcoin.

Why are people saying Blockchain will revolutionize advertising?

  • Digital Value Transfer: Describing something of value in code, transferring it directly between parties, consumers, publishers, and advertisers
  • Identity: there is a lot of activity in particular in healthcare, government, GDPR, etc.
  • Smart-Contracts: they are legal contracts, self-effectuating, and they define the terms of the agreement and the actions coming from that in code
  • Value Chain Transparency: public blockchains and private blockchains can be used to create the right level of transparency

After this explanation, Bush invited the audience to educate themselves and their business, and to get involved with the IAB Tech Lab Blockchain Working Group, quoting a stat from the World Economic Forum stating that “10% of all global GDPs will be stored in blockchains by 2027.” Then Will Luttrell, Founder and CEO, Amino Payments, Brian O’Kelley, Chief Executive Officer and Co-Founder, AppNexus, and Mark Wright, Vice President of Media & Sponsorships, AT&T, joined Bush on stage for the last session of the day.

“What is the actual problem we are trying to solve with blockchain?” asked O’Kelley. As a guardian of the AT&T brand and a steward of its investment, Wright said his goal is to verify and validate who is charging for what in the chain, then to maximize investment, and to assess value at each one of the stops. There is an opportunity for buyers and publishers, who have become more distant with programmatic, to couple the efficiency of the programmatic chain with the proximity of publishers in the blockchain. Wright said that his AT&T team has the responsibility to understand what’s going on with their investment in the space, then to take some corrective actions as necessary, and to set the level of expectation with the people they are doing business with. Transparency is about giving everyone the data and allowing them to assess. It is about value and impact. The move to transparency will benefit everyone from marketers to publishers and all legitimate players in the system – as identified by ads.txt for instance. Wright recommended to “take care of your brand, to understand your investment, and to validate it.” He encouraged the audience to take action towards transparency and to find the right partners.

Randall Rothenberg gave his closing remarks and summarized a few takeaways from the three days, and invited the audience to the next IAB Annual Leadership Meeting in Phoenix on February 10-12, 2019.

MAIN STAGE SPEAKERS

Janet Balis Janet Balis Partner, Global Advisory Leader for Media & Entertainment
EY

Janet Balis, Partner, Global Advisory Leader for Media & Entertainment, EY

Janet Balis

Janet Balis is an accomplished media executive with extensive experience in cross-platform media. She is a partner in EY’s Advisory Services leading the global consulting business for the media and entertainment industry. The practice works across a broad range of clients including agencies, broadcast and cable networks, cable and satellite providers, and publishers.

Immediately prior, she was a Partner and led the Innovation Lab at Betaworks, a highly innovative studio of digital startups and investments. Before Betaworks, Balis was Publisher of The Huffington Post, leading the business organization for this highly innovative, cross-platform global brand. She also led Sales Strategy and Partnerships at AOL, post-spin-off, including leading the AOL’s participation in the first-ever Digital Content Newfronts.

Prior to AOL, Janet was EVP, Media Sales and Marketing for Martha Stewart Living Omnimedia (MSLO), overseeing ad sales and marketing across broadcast, digital and print media. Janet also worked for Time Warner eight years at both AOL and Time Inc. She advised premier media companies through her own consultancy Digital Media Strategies, including Discovery, About.com, Turner Broadcasting, The Weather Channel and Warner Bros. Television.

Janet has an MBA from Harvard Business School and a BA from Columbia University. She is on the board of PRX, the International Academy of Arts and Sciences, and She Runs It (formerly Advertising Women of NY). She also serves as an advisor to the Harvard Business School Digital Initiative. You can follow her on Twitter: @digitalstrategy.

Richard Bush Richard Bush Chief Product and Technology Officer
NYIAX

Richard Bush, Chief Product and Technology Officer, NYIAX

Richard Bush

As Chief Product and Technology Officer at NYIAX, Richard spearheads the ongoing development of the NYIAX platform.

Richard has more than 15 years experience in the advertising technology industry. He comes to NYIAX from IPONWEB, a key infrastructure provider in the media trading ecosystem, where he was the General Manager of its Publishing Solutions business. In this role, he guided custom projects for industry players to market, and working with teams across the globe — Japan, EU and the USA — built new products and custom platforms specifically tailored to clients’ unique business models.

Richard has also served as the VP of Product and Technology at AOL Networks, and as the original programmer and developer of content management and web publishing software for many of the Reed Business Information’s web properties.

Richard currently resides in the Greater New York City area.

  • Social:
Alexa Christon 1 Alexa Christon Host
Adlandia

Alexa Christon, Host, Adlandia

Alexa Christon 1
Jeffrey Cole Jeffrey Cole Director, Center for the Digital Future
USC Annenberg School for Communication and Journalism

Jeffrey Cole, Director, Center for the Digital Future, USC Annenberg School for Communication and Journalism

Jeffrey Cole

Jeffrey Cole has been at the forefront of media and communication technology issues both in the United States and internationally for the past 25 years. An expert in the field of technology and emerging media, Cole serves as an adviser to governments and leading companies around the world as they craft digital strategies.

In July 2004 Dr. Cole joined the USC Annenberg School for Communication as Director of the newly formed Center for the Digital Future and as a Research Professor. The Center is a research and policy institute committed to work that has a real and beneficial effect on people’s lives, while seeking to maximize the positive potential of the mass media and our rapidly evolving communication technologies.

Prior to joining USC, Dr. Cole was a longtime member of the UCLA faculty and served as Director of the UCLA Center for Communication Policy, based in the Anderson Graduate School of Management. At UCLA and now at USC Annenberg, Cole founded and directs the World Internet Project, a long-term longitudinal look at the effects of computer and Internet technology, which is conducted in over 25 countries. At the announcement of the project in June 1999, Vice President Al Gore praised Cole as a “true visionary providing the public with information on how to understand the impact of media.” Ten years into the project, the World Internet Project, through its unique data on Internet users around the world, is the leading international project examining the ways in which our social, economic and media lives are changing. Cole regularly presents trends and insights of the project to the White House, FCC, Congress, Department of Defense and to governments around the world. On the corporate side, Cole advises Microsoft, WPP (Group M), Ericsson, Sony, Time-Warner, AT&T, AARP and others in their traditional and digital media strategies.

In the 1990s, Cole worked closely with the four broadcast networks (ABC, CBS, NBC and Fox) under an anti-trust waiver that allowed the networks to work together for the first time dealing with television programming issues. Meeting regularly with the CEOs, general counsels, heads of programming and others at the networks, he issued annual reports to the television industry, Congress and the nation. Upon the release of the 1996 report, Cole held a joint press conference with President Bill Clinton, who referred to the Center for Communication Policy as “the premier educational institution setting trends in entertainment.” Nationwide there was unanimous praise for the quality of the reports and their contribution to the television content debate.

Cole has testified before Congress on television issues and has spoken as a keynote and panel member at more than 500 conferences on media and technology. He has worked with both the Clinton and George W. Bush White House on media and telecommunications issues, including detailed briefings on the Center’s work. He regularly makes presentations across the U.S. and in Europe, Asia, Latin America and Africa.

In 1994 the Center co-sponsored “The Superhighway Summit” in UCLA’s Royce Hall with the leaders of most of the nation’s major media companies. For the annual Family Reunion Conferences in Nashville, Tennessee, Cole has worked with Vice President Gore to produce films opening the 1995 through 2002 conferences. The annual films were screened before an audience of 1,400 including the Vice President and President Clinton.

Cole was a member of the Executive Committee of the Academy of Television Arts & Sciences (ATAS) from 1997 to 2001 and was the founding governor of the ATAS Interactive Media Peer Group. At UCLA, Cole taught over 35,000 students. In 1987 he received UCLA’s Distinguished Teaching Award.

Laura Correnti Laura Correnti Host
Adlandia

Laura Correnti, Host, Adlandia

Laura Correnti
Auto Draft 246 Henry Davis President and COO
Glossier

Henry Davis, President and COO, Glossier

Auto Draft 246

Henry Davis is the President and COO of Glossier, a digitally native beauty brand that leverages the convergence of content, commerce, and community to power a superior e-commerce experience. Since joining Glossier in 2014, the company has grown to over 150 employees across three countries and raised over $34M in venture capital funding. Henry is obsessed with the next generation of digital commerce experience and has spent his career focused on the intersection of e-commerce and digital media. Prior to Glossier, he was a venture capitalist at Index Ventures.

Colleen DeCourcy 1 Colleen DeCourcy Chief Creative Officer
Wieden+Kennedy

Colleen DeCourcy, Chief Creative Officer, Wieden+Kennedy

Colleen DeCourcy 1

As chief creative officer, Colleen runs the eight-office global network of W+K. For more than three decades, the fiercely independent shop has been telling beautiful, provocative stories and setting the bar for creativity. Colleen is leading the vision for the agency’s future, where one avenue of evolution and growth will be defined by a deeper, more extensive set of creative chops. Colleen has been instrumental in establishing the first of many more proof-points that W+K is a culture for all kinds of creative people, including the rise of our creative technology group, The Lodge , and content publishing.

Colleen joined the agency in 2013, and became partner in 2014.

Before W+K, Colleen founded Socialistic, a social media content and design shop, where she served as chief creative officer and CEO. While at Socialistic, she won coveted accounts Red Bull and Fast Company, two of the leading content marketers in the world, and also led work for Showtime and General Electric.

Prior to founding Socialistic, Colleen was the first chief digital officer for TBWA Worldwide, setting the network’s global digital strategy and leading digital efforts for Adidas and Pepsi. Her career has also included the roles of chief experience officer at JWT New York and chief creative officer at Organic, where she led creative on Chrysler, Jeep and Dodge.

In 2017, W+K was awarded Global Agency of the Year by AdWeek, and included on Fast Company’s list of Most Innovative Companies. Fast Company also honored Colleen by naming her one of the year’s Most Creative People in business.

She is currently based in Portland and New York, and spends time throughout the year in all eight W+K offices.

Randy Freer 2 Randy Freer Chief Executive Officer
Hulu

Randy Freer, Chief Executive Officer, Hulu

Randy Freer 2

Randy Freer is Chief Executive Officer of Hulu. Prior to being named to his current position, Freer served as President and COO of Fox Networks Group where he oversaw revenue, distribution, operations, business development and strategy for all aspects of the Fox Television Group, FX, FOX Sports and National Geographic Partners. Additionally, he was responsible for rights acquisitions and team and league relationships on behalf of FOX Sports. Prior to that, Freer served as Co-President and COO, FOX Sports Media Group, where he focused on growing and enhancing FOX Sports’ prestigious portfolio of league, conference, and team media rights. In recent years, he oversaw the negotiations that led to long-term agreements with the National Football League, Major League Baseball, NASCAR, and the USGA, as well as with the Pac-12, Big 12, and Big East Conferences. Freer also played a significant role in Fox’s landmark acquisitions of the World Cup and the Ultimate Fighting Championship (UFC). He also was at the forefront of the acquisition of true[X], an engagement and on-demand marketing company which serves as a key component of FNG’s non-linear advertising products and services.

Meredith Guerriero Meredith Guerriero US Head of Partnerships
Pinterest

Meredith Guerriero, US Head of Partnerships, Pinterest

Meredith Guerriero

Meredith Guerriero (@mguerriero) is US Head of Partnerships at Pinterest responsible for the CPG, Auto, Entertainment and QSR industry teams. Meredith is also the site lead for the Pinterest New York office overseeing operations and culture. Her team works closely with partners, helping them utilize Pinterest to solve business challenges and drive meaningful results. Prior to Pinterest, Meredith built and led Facebook’s sales efforts for the healthcare, grocery, politics and advocacy verticals. Prior to that, Meredith spent ten years at Google, leading their sales and commercialization efforts for their programmatic offerings and leading their efforts for the Automotive industry globally. Meredith is a proven thought leader who has spoken at numerous conferences across the including Cannes Lions Health. She is currently pinning “she sheds”, lazy rivers, and recipes.

Freada Kapor Klein Freada Kapor Klein Co-Founder, Project Include;
Partner, Kapor Center for Social Impact

Freada Kapor Klein, Co-Founder, Project Include;, Partner, Kapor Center for Social Impact

Freada Kapor Klein

Freada Kapor Klein is an entrepreneur, activist and pioneer in the field of organizational culture and diversity.

As a Founding Partner at Kapor Capital, Freada invests in seed stage tech startups that create positive social impact by closing gaps of access, opportunity or outcome for low income communities and communities of color. Often, the founders are drawing on their lived experience to create a business that solves real needs.

Freada is an Advisory Trustee of the U.C. Berkeley Foundation and is a founding team member at Project Include, a community of women in Silicon Valley working to provide practical, effective diversity and inclusion recommendations for tech companies. She is also the author of Giving Notice, which details the human and financial cost of hidden bias in the workplace.

Liza Landsman Liza Landsman President
Jet.com

Liza Landsman, President, Jet.com

Liza Landsman

As President of Jet.com, Liza Landsman leads the firm’s Management Committee and is a member of Walmart’s US Ecommerce leadership team. She was previously Jet’s Chief Customer Officer, responsible for driving growth through marketing, advertising, and the smart use of data and for ensuring that Jet’s end-to-end customer experience is compelling.

Prior to joining Jet, Ms. Landsman was Chief Marketing Officer and a member of the Executive Committee at E*TRADE Financial, where she was responsible for marketing, advertising, and insights and analytic functions, including the evolution of the firm’s consumer-facing brand. She had previously held the position of Global Head of Digital at BlackRock, where she was responsible for firm-wide digital marketing strategy and operations. This followed a decade in senior management positions at Citigroup. She has also held leadership roles at IBM, Flooz.com, and Writers House, Inc.

Ms. Landsman graduated magna cum laude with a B.A. from Cornell University. She joined the Board of Directors of Choice Hotels International (CHH) in Q4 2014 and Veritiv (VRTV) in Q1 2017. Since 2012, she has served on the Board of Directors of GO! Project, a New York City-based foundation that provides educational opportunities for children in need.

Jim Lecinski Jim Lecinski Vice President, Customer Solutions
Google

Jim Lecinski, Vice President, Customer Solutions, Google

Jim Lecinski

Jim Lecinski is an executive marketing advisor sought after for his expertise in helping brands navigate the challenges of the new digital reality. He has more than twenty-five years experience working with the world’s top marketers, including ten plus years at Google, where he is currently Vice President, US Sales & Service. Prior to Google, Jim held leadership positions at noted advertising agencies DDB, marchFirst, Young & Rubicam, and Euro RSCG (Havas).

Jim is a frequent keynote speaker at industry events and conferences including the Association of National Advertisers, the American Marketing Association and the Business MarketingAssociation on topics such as “Winning in the New Normal: The Five Key Questions Marketers Should Be Asking Now.” His talks led to the publication of “”Winning the Zero Moment of Truth”” (“ZMOT”), a book about the new digital marketing model which has been read by over 300,000 marketers worldwide and featured in the New York Times and Advertising Age.

A passionate marketing educator, Jim is an Adjunct Lecturer in Marketing at Northwestern’s Medill Graduate School and at Notre Dame’s Executive MBA program; and is Visiting Executive Lecturer in the Darden Graduate School of Business Administration at the University of Virginia. He also serves on the advisory boards of Northwestern University’s Spiegel Research Center; the Wharton School’s Future of Advertising program; and the University of Notre Dame’s Marketing Executives group.

Jim holds an MBA from the University of Illinois and a BA from the University of Notre Dame. In his spare time Jim is an aficionado of vintage jazz which he plays and collects.

James Ledbetter James Ledbetter Editor
Inc. magazine and Inc.com

James Ledbetter, Editor, Inc. magazine and Inc.com

James Ledbetter

James Ledbetter is the editor of Inc. magazine and Inc.com. Prior to that position he was the founder and editor of The Big Money, Slate’s business and finance site, and the Opinion Editor for Reuters. He has also been deputy managing editor of CNN Money and senior editor at TIME.

Ledbetter is the author or editor of six books, most recently One Nation Under Gold. His writing on business, media and politics has appeared in The New Yorker, The New York Times, The Washington Post, Quartz, Rolling Stone, The Nation, The American Prospect, The New Republic, Mother Jones, VIBE, and dozens of other publications. He lives in New York City with his wife and son.

Will Luttrell Will Luttrell Founder & CEO
Amino Payments

Will Luttrell, Founder & CEO, Amino Payments

Will Luttrell

Will Luttrell is a pioneer in brand safety, fraud detection, viewability, and transparency in adtech. As the co-founder of Integral Ad Science, Will created a platform that identifies, stops, and prevents fraud. Amino is Will’s newest venture, adding payments to his efforts in making online advertising aboveboard and transparent. An expert in big data and computational technologies, Will is the leader and architect of Amino.

Will also cofounded Kali, an AI-powered scheduling service, and Disk11 Technology Solutions, which built and managed SaaS products for corporations like American Express. Will lives in Philadelphia, where he’s a strong supporter of the city’s growing tech community.

Brian O’Kelly Brian O’Kelley Chief Executive Officer and Co-Founder
AppNexus

Brian O’Kelley, Chief Executive Officer and Co-Founder, AppNexus

Brian O’Kelly

As Co-founder, Chief Executive Officer and Chairman of the Board of Directors, Brian leads AppNexus’ strategic initiatives culture. He has more than a decade of leadership experience in the online advertising sector, including his tenure as CTO of Right Media (later sold to Yahoo! in 2007), where he led the creation and commercialization of multiple real-time bidding technologies, including the invention of the world’s first online advertising exchange – the engine that powers and optimizes the real-time purchase and placement of digital advertising. Brian is an inventor of patents that enable AppNexus’ technology to power innovative trading solutions and marketplaces for Internet advertising. Brian has been an active investor in and early-stage advisor to such startups as Invite Media (acquired by Google in 2010), MediaMath, Dstillery and Solve Media. Brian is also a regular contributor to Forbes on technology-related topics, and among other honors, he has been named to Crain’s 40 Under 40, Adweek 50 and Silicon Alley 100 lists, and was recognized as an E&Y Entrepreneur of the Year in the New York region in 2012.

Brian holds a B.S.E. in Computer Science from Princeton University, where he is an active alumnus. He lives in New York City with his wife and daughter.

  • Social:
Ellen Pao 2 Ellen Pao Co-Founder, Project Include;
Chief Diversity and Inclusion Officer, Kapor Center for Social Impact

Ellen Pao, Co-Founder, Project Include;, Chief Diversity and Inclusion Officer, Kapor Center for Social Impact

Ellen Pao 2

Ellen Pao is a long-time entrepreneur and angel investor, and a more recent activist. She was the interim CEO at reddit, where she notably implemented changes to the site and company to address harassment, including banning revenge porn, unauthorized nude photos, and several harassing subreddits. She previously ran its mobile, growth, and business development efforts. Ellen has written and spoken extensively about diversity and inclusion in tech, and is one of the co-founders of Project Include, an Oakland non-profit providing practical, effective diversity and inclusion recommendations for tech startups.

Prior to reddit, Ellen helped build startups for seven years as a partner at Kleiner Perkins Caufield & Byers, where she served on the boards of Flipboard, Datameer and Lehigh, and worked closely with RPX and Jive. She started her tech career in business development roles at early-stage startups Tellme Networks and Danger Research, and at WebTV and BEA Systems. Before moving into tech, Ellen practiced corporate law in New York and Hong Kong for Cravath, Swaine & Moore. She earned an electrical engineering degree from Princeton and law and business degrees from Harvard.

Auto Draft 242 Jen Rubio Co-Founder and Chief Brand Officer
Away

Jen Rubio, Co-Founder and Chief Brand Officer, Away

Auto Draft 242

Jen Rubio is the Co-Founder and Chief Brand Officer of Away, a global travel brand designing thoughtful objects for modern travel. Since Away launched in 2016, the company has sold more than 200,000 suitcases, raised more than $31 million, and launched several new products and experiences that are inspiring more people to travel the world. The innovative direct-to-consumer startup has redefined its category and is working to make everything about the travel experience more seamless. In 2015, Jen was named to the Forbes 30 Under 30 list for Marketing and Advertising. She lives and works in New York.

Scott Schiller 2 Scott Schiller EVP, General Manager, Marketing, Advertising Sales & Client Partnerships
NBCUniversal

Scott Schiller, EVP, General Manager, Marketing, Advertising Sales & Client Partnerships, NBCUniversal

Scott Schiller 2

Scott Schiller serves as Executive Vice President and General Manager of Advertising Sales, Marketing, for NBCUniversal’s Advertising Sales and Client Partnerships division.

In this role, Scott oversees a team known for its creativity and originality in creating and executing the go-to-market for the largest advertising sales and marketing organization in media. In particular, the Content Innovation Agency (CIA) creates and produces over 300 portfolio-wide advertising spots for brands, clients, partners as well as the NBCUniversal Brand. And just recently, the CIA produced the first Super Bowl ad campaign, produced by a network, for an outside client.

Schiller’s leadership and direction of its Marketing teams contributes significantly to the success of NBCU’s Advertising Sales and Client Partnership Division. The team leads the Company’s go-to-market marketing and trade communications approach, a hallmark of which is its annual Radio City Music Hall show, signaling the start of the media upfront season. Year-long client experiences and extensive trade presence are also important components, including the creation of many thought leadership programs, such as Innovation Day, for its best partners.

For much of his career, Schiller played a big role in the evolution of digital media. At NBCU, he led the widespread sales launch of Full-episode video and key innovations such as: original digital video, social media, and early data programs as part of industry-leading offerings. Additional he spearheaded the first rigorous training program for all sales and marketing personnel on convergence, the selling of digital and TV together.

Schiller joined Comcast/NBCUniversal in 2009 as Head of Comcast’s Digital Advertising Sales. Subsequently, as Executive Vice-President of Digital Advertising Sales for NBCUniversal, he reorganized, aligned, and expanded six separate groups culminating in 50% year-over-year growth of digital video in the 2015-16 upfront marketplace. Through his leadership, his teams introduced a variety of effective leading advertising products such as digital video, content marketing, social marketing, data, and programmatic.

Prior to NBCUniversal, Schiller spent more than 25 years in marketing, sales management, and media for iconic industry giants, as well as innovative start-ups, including AOL, Disney/ABC, MTV Networks, Prodigy, and Sony.

He is currently Chairman of the Interactive Advertising Bureau (IAB), having been a founder and four-time board member. Schiller also leads the IAB’s Digital Media Sales Certification program which has tested and graduated more than 8000 sales professionals since its introduction.
Schiller earned a BA in Economics from Cornell University. He has an MBA in Marketing/ Finance from the Kellogg School of Management at Northwestern University. Additionally, he has created, led, and currently speaks to graduate and undergraduate classes on digital media and marketing trends and developments. He is an active advisor to Cornell’s Department of Communication and Unigo, the college services company.

Giving back is important to Schiller. He is on the Board of Directors for the Make-A-Wish Foundation/Metro New York, and is a member of its Governance Committee.

Leonid Sudakov Leonid Sudakov President of Connected Solutions
Mars Petcare

Leonid Sudakov, President of Connected Solutions, Mars Petcare

Leonid Sudakov

A graduate of Moscow State University, Leonid built a truly global marketing career that spans continents (from his native Russia to the US, China and Europe), categories (from Soft Drinks to Connected Health) and business models (from Traditional Grocery to Software-as-a-Service).
Following successful international marketing assignments with PepsiCo and Danone, Leonid joined Mars in 2008 as Vice President of Marketing for Wrigley Europe, and expanded this role to include Russia / CIS, Middle East and Africa in 2010.

In 2013, Leonid became the global Chief Marketing Officer of Mars Petcare, the $15+ billion global leader in pet health and nutrition. In this role, Leonid led the business growth agenda and served as the guardian of Mars Petcare’s seven billion-dollar brands; Pedigree, Royal Canin, Whiskas, Banfield, IAMS, Cesar and Sheba. Leonid led Mars teams around the world in doubling the organic growth of the core business and embracing the impact of digital disruption.

Leonid was recognised as one of the most innovative global CMOs by Business Insider in 2016, and one of the world’s sixteen most tech-savvy brand leaders by Adweek in 2017.

Leonid was promoted to Global President, Connected Solutions in 2016 to lead the transformation of the Mars Petcare business ecosystem. In this new role, Leonid leads consumer technology, diagnostics, business innovation, data and analytics ventures. These include Whistle, the world’s #1 connected dog collar, and Wisdom Panel, the global leader in pet genomics and DNA testing.

Doug Weaver 1 Doug Weaver Founder and Chief Executive Officer
Upstream Group, Inc.

Doug Weaver, Founder and Chief Executive Officer, Upstream Group, Inc.

Doug Weaver 1

Over the past 18 years, Doug Weaver has worked with over 600 leading companies including Facebook, BuzzFeed, ESPN, Yahoo!, Apple, Twitter, Fox Sports, Refinery 29, Cars.com, Acxiom, USA TODAY, CBS Digital Media, YuMe, The Wall Street Journal, NBC Universal, MediaMath and The New York Times. For these clients and many others, he’s trained thousands of Internet media and technology sellers through both public and private workshops focusing on sales strategy and digital landscape perspective.

Doug has been a frequent moderator, host and keynote speaker at leading conferences produced by the IAB, AdExchanger, iMedia, PubMatic and AdMonsters. For the past 14 years, he’s hosted Seller Forum, the industry’s only peer‐to‐peer networking and content event just for digital sales leaders. And each week he writes The Drift, a provocative industry blog that directly reaches nearly 5,000 top industry executives and is syndicated and referred to thousands more.

After a 15‐year career in print advertising sales with companies like Hearst and Condé Nast, Doug became advertising director and east coast employee number one for Wired Magazine in 1994, and sold some of the Web’s first ads on the company’s Hot Wired site. He then served as vice president of sales for Firefly Network, a pioneering company in personalization, targeting and community.

Doug was elected to the Board of Directors for the Internet (now “Interactive”) Advertising Bureau in 1997 and managed the development of both the IAB Roadshow (the organization’s first omnibus presentation to marketers) and the IAB Professional Development Series (its first seller training initiative.) In 1999, he received the first IAB Service Award for commitment and contribution to the industry; In 2007 Doug received the “Oldtimers Award” from the Aspen Group, a gathering of top digital agencies; In 2011, ad:tech honored him with its Industry Achievement Award for lifetime service; And in 2016, 212 NYC presented Doug with its Thought Leadership Award Doug’s company, Upstream Group, Inc. is based near his home in Vermont, which he shares with his wife and partner of 29 years, Sharon Richards. They have two grown daughters, Lucy & Madeline. Doug is a grateful beneficiary of public education, and a proud graduate of both Long Beach City College and California State University, Fullerton.

  • Social:
Keith Weed Keith Weed Chief Marketing and Communications Officer
Unilever

Keith Weed, Chief Marketing and Communications Officer, Unilever

Keith Weed

As Chief Marketing and Communications Officer, Keith is a member of the Unilever Executive and responsible for the Marketing, Communications and Sustainable Business functions.

His responsibilities are aligned to support Unilever’s vision: to grow the business while reducing its environmental footprint and increasing positive social impact. Keith sees sustainability as a driver of consumer-led profitable growth. He led the creation of the Unilever Sustainable Living Plan and has also pioneered new ways of integrating sustainability into the business.

Keith has led a step change in marketing at Unilever, most notably with significant advances in digital marketing and technologies, and has championed the development of brands with purpose through Unilever’s crafting Brands for Life strategy.

Outside Unilever he is Chairman of Business in the Community International and a Business in the Community Board Trustee, President of the History of Advertising Trust, Global Chairman of the Positive Change Effie Award and Effie Board Director. He is also a Fellow of The Marketing Society, and as an engineering graduate, a Fellow of the Institute of Mechanical Engineers.

Mark Wright 2 Mark Wright Vice President of Media & Sponsorships
AT&T

Mark Wright, Vice President of Media & Sponsorships, AT&T

Mark Wright 2

Mark leads Media and Sponsorships for AT&T, the world’s largest communications company by revenues. He is responsible for building the strategies and programs that leverage and extend the brand’s reputation among key stakeholders, strengthening AT&T’s competitive advantages and
building value closely aligned with its business objectives.

Mark manages all of AT&T’s national and local media investments, which include TV, 3-screen content, paid search, programmatic digital, social networks and emerging technologies. He develops strategies and programs to strengthen the company’s brand reputation amongst key stakeholders and strengthens
AT&T’s competitive advantages.

He also leads numerous key sponsorship initiatives, including AT&T Stadium, AT&T Pebble Beach Pro-Am, AT&T Byron Nelson, the Masters, NCAA Men’s and Women’s Basketball Championships, College Football Playoff National Championship and the Tribeca Film Festival, Presented by AT&T.

Mark played an integral role throughout AT&T’s 2016 advertising and media agency consolidation review, which resulted in best-in-class integration of media and creative services.

Prior to joining AT&T, Mark served as Vice President, Media, Sports and Entertainment Marketing for Anheuser-Busch, Inc., where he directed media planning for the company’s beer brands and managed sports, entertainment and local marketing efforts.

Mark has appeared on Sports Business Journal’s “Most Influential Executive in Sports” and “Most Influential Person in the NFL” lists, and he’s made Advertising Age’s list of “Media Mavens.” Mark is a member of the Mobile Marketing Association’s North America Board of Directors and is active on the ESPN, Snapchat and Cheddar Client Advisory Councils.

Mark holds a bachelor’s degree in journalism/advertising from the University of Tennessee.

TOWN HALL / LEADERSHIP DIALOGUE / MASTER CLASS LEADERS

Allison Allen Allison Allen VP, Diversity, Inclusion & Talent Management
Oath

Allison Allen, VP, Diversity, Inclusion & Talent Management, Oath

Allison Allen

Allison Allen is Vice President of Diversity, Inclusion & Talent Management at Oath. In this role, she leads global efforts across Oath’s 50+ media and technology brands to build strong talent, organizational philosophies, and culture.

Allison also partners and works collaboratively across all levels of Oath’s brands to guide the company’s diversity and inclusion strategy, focusing on creating innovative approaches that result in an all-inclusive and diverse work environment. Her goal at Oath is to enhance the internal and external brand of the company from both the people and process perspective, as well as maintaining an exceptionally high bar for diverse talent.

Prior to Oath, Allison was Vice President of Talent & Organizational Development for AOL, where she created a series of new learning programs, technical end products, and organizational/project models.

Before AOL, she headed up the Global Organizational Development Practice at Bloomberg LP and was Vice President of Global Talent and Leadership at Deutsche Bank. At Deutsche Bank, she worked with clients around a broad range of issues, including strategy execution, leadership pipeline building, talent identification, change management, and human capital systems.

Allison earned her degree from New York University and is currently researching Masters programs focusing on Industrial Organizational Psychology & Human Resources Management.

Ilana Wollin Samantha Arth Director, Advertising
Cleveland Clinic

Samantha Arth, Director, Advertising, Cleveland Clinic

Ilana Wollin

Samantha oversees all consumer and physician advertising for Cleveland Clinic. She also oversees sports marketing media as well as special executive projects. Samantha has been with Cleveland Clinic since 2006, and is a graduate of John Carroll University.

Lauri Baker Lauri Baker Senior Vice President, Digital Ad Sales and Client Solutions
Discovery Communications

Lauri Baker, Senior Vice President, Digital Ad Sales and Client Solutions, Discovery Communications

Lauri Baker

As Senior Vice President, Digital Ad Sales and Client Solutions, Lauri Baker oversees the strategic development of Discovery Communication’s digital ad sales offerings across all properties, including the company’s TV everywhere ‘GO’ apps, network websites and Discovery VR, as well as leading sales efforts with our Group Nine partners. Baker also oversees the large-scale, cross-platform partnerships managed by the client solutions sales team. She is based in the NY office and reports to Ben Price, President of Ad Sales, Discovery Communications.

With 20 years of experience in the industry, Lauri has worked with both traditional and new media companies developing new revenue models. She has held leadership roles at The Huffington Post and AOL. Most recently, she was Senior Vice President of Sales and Marketing at Odyssey, a social content platform. In these roles, Baker has worked with a diverse set of brands such as Sleep Number, Johnson & Johnson, Chipotle, Goldman Sachs, State Farm, IBM, Coca-Cola and Kraft Foods on award-winning content strategies that go far beyond traditional digital campaigns. A seasoned public speaker, Baker has most recently spoken at Digiday Publisher and Brand Summits, Advertising Week, Cannes Lions and ANA.

Baker holds a Bachelor’s Degree from Western Michigan University. She resides in Maplewood, NJ with her husband and son.

Julie Bernard Julie Bernard Chief Marketing Officer
Verve

Julie Bernard, Chief Marketing Officer, Verve

Julie Bernard

As chief marketing officer, Julie Bernard leads Verve’s brand strategy, marketing, analytics and creative services. Julie was previously senior vice president of omnichannel customer strategy, data science, loyalty, and marketing technology at Macy’s, where she was recognized as a customer-centric leader implementing data-driven approaches for strategic growth, including award-winning personalized communications at scale, first-of-a-kind loyalty programs, and modern media attribution techniques. Julie previously held executive leadership positions at Saks Fifth Avenue and XRoads Solutions Group, a boutique retail consultancy.

Jason Bier Jason Bier EVP, General Counsel & Chief Privacy Officer
Engine Media

Jason Bier, EVP, General Counsel & Chief Privacy Officer, Engine Media

Jason Bier

Jason Bier is Chief Privacy Officer at Engine Group, and EVP & General Counsel of Engine Media, the network’s global media services operating unit.

Jason has spent fifteen years as an attorney in the field of consumer privacy, and the last eight years leading industry self-regulation for Interest Based Advertising. He received the Interactive Advertising Bureau’s 2013 Service Excellence Award for his work protecting consumer privacy and the IAB Data Center Board of Directors’ 2017 Data Rockstar Award for his forward-thinking approaches to solving problems in data science. His experience has been focused on privacy best practices for digital advertising, advising on issues ranging from privacy policy disclosures to data minimization, ad tech infrastructure design, privacy audits, data classification and governance matters.

Jason is Founder & President of the Federation for Internet Alerts (FIA), of which Engine Group is a Partner. FIA distributes dynamic AMBER Alerts and weather warnings geographically through the Internet, and serves as a primary Alert Hub leveraging innovative technology to provide last mile access to alerts during disasters. FIA has been awarded by the 4A’s, The Webby Awards, the Shorty Awards, OMMA, the Creative Media Awards and Cannes Lions International Festival of Creativity for its work helping saving lives.

Jason is a graduate of Indiana University’s Kelley School of Business and Pace University’s Elizabeth Haub School of Law.

Caitlin Borgman Caitlin Borgman EVP Sales
White Ops

Caitlin Borgman, EVP Sales, White Ops

Caitlin Borgman

Caitlin leads Sales and Customer Success at White Ops. Having spent the first 15 years of her career working for digital media start-ups, she’s witnessed the accelerated risk to buyers and sellers caused by digital advertising fraud. She spends her work days protecting customer revenue and reputation from being undermined by fraudsters as well as inspiring others to join the fight against this highly lucrative cyber crime.

Keith Bryan Keith Bryan Senior Vice President of Media, Engagement, & Personalization
Best Buy

Keith Bryan, Senior Vice President of Media, Engagement, & Personalization, Best Buy

Keith Bryan

Keith Bryan is Senior Vice President of Media, Engagement, & Personalization at Best Buy, with responsibility for all paid media, SEM, affiliates, social, and CRM, as well as the company’s personalization strategy across paid, owned, and earned media and digital platforms. Keith created and has responsibility for the Best Buy Media Network, which offers comprehensive media solutions for Best Buy’s partners. Prior to his current position, Keith held other executive marketing roles at Best Buy and was Merchant Director responsible for a $3 billion P&L that included launching Best Buy’s Apple store-within-a-store. His marketing experience started in CPG at Sara Lee and he also practiced corporate law in Atlanta. He received his MBA from Duke University’s Fuqua School of Business and his JD from Emory University.

Nick Drake Nick Drake Executive Vice President, Marketing & Experience
T-Mobile

Nick Drake, Executive Vice President, Marketing & Experience, T-Mobile

Nick Drake

Nick Drake is Executive Vice President, Marketing & Experience at T-Mobile, the company that’s changing wireless for good. His team is responsible for delivering incredible marketing, product, and customer experiences while driving the company’s digital transformation efforts.

Prior to T-Mobile, Nick served as the Global Chief Marketing Officer of Quiksilver, Roxy, and DC Shoes for Quiksilver, Inc. From 2009 to 2013 he was the Managing Director of advertising agency TBWA\Chiat\Day, Los Angeles. He held various positions within Adidas Global Brand Marketing and Global Sports Marketing divisions from 2003 until 2009. He also acted as an advisor to First Lady Michelle Obama’s “Let’s Move!” initiative, was a speaker at the OECD, and served on the boards of various technology startups. Prior to his executive career, Nick was a former professional rugby player and England Sevens team representative.

Auto Draft 244 Steve Fund Senior Vice President and Chief Marketing Officer
Intel

Steve Fund, Senior Vice President and Chief Marketing Officer, Intel

Auto Draft 244

Steve Fund is senior vice president and chief marketing officer for Intel Corporation. Fund is responsible for global marketing strategy, brand management, product positioning, market research, advertising, partner marketing, retail channel marketing, digital marketing, social media and global communications.

Fund is responsible for Intel’s successful brand revitalization effort, “Experience What’s Inside”, which has delivered increased brand strength and value as measured internally and validated through external studies. The re-branding has garnered several prominent industry awards including an Emmy, Gold Cannes Lions, and Ad Age’s Marketer A-List. Additionally, Fund was awarded Advertising Week’s Brand Genius Award in 2016 and named PRWeek’s Global Marketer of the Year.

Fund previously worked for Staples as senior vice president of global marketing where he created the company’s global marketing center of excellence; strengthened Staples’ communications, digital marketing and social media capabilities; restructured the company’s approach to external agencies; and led a repositioning of the Staples brand.

Prior to Staples, Fund worked as a global marketing director at Procter & Gamble, where he led the global expansion of the Gillette Fusion product, which reached $1 billion in net sales faster than any brand in P&G’s history. He has also held senior brand and marketing positions with Pepsi-Cola and was a consultant at McKinsey & Company.

Auto Draft 248 Annie Granatstein Head of WP BrandStudio
The Washington Post

Annie Granatstein, Head of WP BrandStudio, The Washington Post

Auto Draft 248

Annie heads up The Washington Post’s in-house creative agency, WP BrandStudio, where she shepherds inventive multimedia programs for hundreds of major brands. In just the past two years, she has built the team out to 4x the revenue, staff and number of advertisers, garnering a slew industry accolades from leading organizations, including Digiday, OMMA, Pearl, FCS, min, MarCom and dotCOMM. Her rich content background spans the gamut from content strategy and creation to copywriting and video production. She has originated stories and overseen production and distribution of campaigns for a wide variety of brands spanning Bank of America, JP Morgan Chase, Prudential, Paramount, FX, Canon, Allstate, AT&T, Dell, Mercedes, Jaguar and Audi. Explore our portfolio site: http://www.washingtonpost.com/wpbrandstudio.

David Hahn_ ALM 1 David Hahn Chief Product Officer
Integral Ad Science (IAS)

David Hahn, Chief Product Officer, Integral Ad Science (IAS)

David Hahn_ ALM 1

David joined Integral Ad Science in 2009 and is fundamental in building out the core product line and leading product management and corporate strategy. Over the past 15 years, David has worked with several startups and mature technology organizations. Prior to IAS, he was an executive with Safenet’s digital media services group, the leading provider of digital protection and measurement services, where he guided the company’s portfolio of digital asset protection services toward emerging opportunities in digital media distribution at major studios, record labels, and publishers. Before that, David was responsible for product management and product strategy in North America and Asia Pacific markets at Message Labs, one of the world’s largest SaaS messaging security organizations. He also ran product management and marketing for Mail.com, a consumer webmail service. David is very active in the NYC startup community. He’s a mentor with First Growth Venture Network and TechLaunch, working with programs for high potential seed and early stage startup tech companies. He holds a degree in Information Systems from University of Cape Town, South Africa.

Judith Hammerman 1 Judith Hammerman SVP, Data Commercialization & Programmatic Solutions
Time Inc.

Judith Hammerman, SVP, Data Commercialization & Programmatic Solutions, Time Inc.

Judith Hammerman 1

Judith is a tech/digital sales and marketing leader who leverages deep knowledge in data, programmatic/RTB platforms, native content, online video, distribution and mobile/cross-device. 
Judith re-joined Time Inc in Q4 2016 after a 10 year hiatus. As SVP, Data and Programmatic Solutions, she and her team are focused on building out Time Inc.’s data  and programmatic offerings for advertisers.
Prior to this, she served as VP National Sales for Connexity (formerly Shopzilla), a data driven programmatic media platform. Prior to Connexity, she held executive roles @AOL Video (now Verizon Oath). 
Judith holds a dual MBA from both Columbia Business School and Haas School of Business, University of California, Berkeley

Jim Kelly Jim Kelly Vice President, R&D
Quantcast

Jim Kelly, Vice President, R&D, Quantcast

Jim Kelly

Jim grew up in the Bay Area. He graduated from Berkeley with a BA in Physics and from Princeton University with a PhD in the same field. In 1994 he began his career as a Software Engineer at Scopus Technology – where he worked on the first generation of call center applications. Jim started at Quantcast in 2006, as one of its earliest employees. Jim previously managed teams doing innovation around the cluster, brand targeting and measurement. Jim now leads the Research & Development team at Quantcast.

Freada Kapor Klein Freada Kapor Klein Co-Founder, Project Include;
Partner, Kapor Center for Social Impact

Freada Kapor Klein, Co-Founder, Project Include;, Partner, Kapor Center for Social Impact

Freada Kapor Klein

Freada Kapor Klein is an entrepreneur, activist and pioneer in the field of organizational culture and diversity.

As a Founding Partner at Kapor Capital, Freada invests in seed stage tech startups that create positive social impact by closing gaps of access, opportunity or outcome for low income communities and communities of color. Often, the founders are drawing on their lived experience to create a business that solves real needs.

Freada is an Advisory Trustee of the U.C. Berkeley Foundation and is a founding team member at Project Include, a community of women in Silicon Valley working to provide practical, effective diversity and inclusion recommendations for tech companies. She is also the author of Giving Notice, which details the human and financial cost of hidden bias in the workplace.

Auto Draft 235 Rebecca Lambert Senior Director, Media Strategy
Best Buy

Rebecca Lambert, Senior Director, Media Strategy, Best Buy

Auto Draft 235

Rebecca Lambert is Senior Director, Media Strategy at Best Buy. With over 2 decades of media experience, she leads media planning and investment for all paid media and paid search for the organization. Rebecca has been at Best Buy for over 15 years, holding various positions within the media department. Prior to Best Buy, she was Media Supervisor at Campbell Mithun (McCann Minneapolis) servicing clients such as General Mills, Land O Lakes and Kimberly-Clark. She holds a BA in Economics from St. Olaf College.

Megan Latham 2 Megan Latham Global Head of Advertising Operations
Bloomberg

Megan Latham, Global Head of Advertising Operations, Bloomberg

Megan Latham 2

Megan Latham is the Global Head of Advertising Operations for the Bloomberg Media Group, Bloomberg L.P.’s global multi-platform media organization that comprises web, mobile, television, digital video, radio, print magazines and live events platforms. She oversees planning and campaign management, pricing and inventory, programmatic, trafficking, ad technology and ad product innovation.

Since joining Bloomberg in May of 2015, she transformed the ops organization to be fully cross- platform and rebuilt both the structure and all processes around how the team works, both internally and externally. Building on that foundation, she expanded upon market-leading ideas, insights and ad products for all of Bloomberg Media’s properties while driving superior, measurable results for their media partners. Megan’s goal is working with her Global Ad Operations Team to show how Bloomberg Media is the leader in cross-platform, digitally-led media programs, product offerings, customer service and technology.

Auto Draft 238 Doug Lauretano Senior Vice President & General Manager
Media.net

Doug Lauretano, Senior Vice President & General Manager, Media.net

Auto Draft 238

Doug Lauretano is the SVP & GM of Media.net. He is tasked with leading the team in NY and working closely with teams across the globe to build and strengthen products and partnerships. Media.net’s vast product suite leverages a strong foundation of best-in-class contextual targeting and an unmatched capability to unify disparate marketplaces to maximize competition and value for publishers and marketers. Media.net Marketplace combines the audience buying of traditional RTB with unique content-driven demand that is not dependent on cookies and features access to $6 billion of Microsoft Search advertising.

Prior to his role at Media.net, Doug led efforts to build publisher partnerships at OpenX. Doug also spent over twelve years in publishing spanning various strategy and partnership roles at Time Inc and Dow Jones at brands such as Fortune, CNNMoney and the WSJ Digital Network.

Doug has earned an MBA from NYU’s Stern School of Business and lives in Long Island with his wife and two children.

John Marshall John Marshall Global Head of Digital Advertising Technology
HP

John Marshall, Global Head of Digital Advertising Technology, HP

John Marshall

John Marshall is the global lead at HP for all things advertising technology related. As a part of the Global Media, Insights and Analytics team he oversees advertising technology strategy and capability enablement for HP’s global marketing team. His current emphasis is building out HP’s global programmatic and media measurement stack. Prior to joining HP, he worked for Razorfish overseeing their US Advertising Services group. His specialties include: marketing, media, programmatic, analytics, measurement strategy, and advertising technology.

Matthias Matthiesen Matthias Matthiesen Senior Manager, Privacy & Public Policy
IAB Europe

Matthias Matthiesen, Senior Manager, Privacy & Public Policy, IAB Europe

Matthias Matthiesen

Matthias is Senior Manager for Privacy and Public Policy at the Interactive Advertising Bureau (IAB) Europe, based out of its office in Brussels, Belgium. He is responsible for managing the associations public policy initiatives and representing IAB Europe positions to the European Union. In addition to advocacy efforts, Matthias is also responsible for driving industry cooperation aimed at achieving compliance with upcoming EU privacy and data protection legislation. Before joining IAB Europe, Matthias worked for public affairs consultancy Weber Shandwick and a Member of the European Parliament.

Kim Perell Kim Perell CEO
Amobee

Kim Perell, CEO, Amobee

Kim Perell

Kim Perell is the CEO of Amobee, a global marketing technology company and wholly owned subsidiary of Singtel, one of the largest communications companies in the world, reaching over 640 million mobile subscribers.

Kim a seasoned entrepreneur, executive and investor with nearly two decades of experience serving as a CEO and President in the internet technology sector, building high-performing teams, overseeing complex mergers, acquisitions and integrations, and scaling global operations. In 2017, Kim oversaw Amobee’s acquisition and integration of Turn, a leading DSP and DMP, into Amobee’s platform.

Amobee enables marketers to seamlessly plan and activate cross channel, programmatic media campaigns using real-time market research, proprietary audience data, advanced analytics, and more than 150 integrated partners, including Facebook, Instagram, Pinterest, Snapchat and Twitter.

Before joining Amobee, Kim was CEO of Adconion Direct, a global digital marketing company, which was acquired by Amobee in 2014. Prior to Adconion Direct, Kim was the founder and CEO of Frontline Direct, which she grew to over $100 million in annual revenue, and was acquired by Adconion Media Group in 2008.

Kim was named one of AdAge’s 2017 “Marketing Technology Trailblazers”, Business Insiders “Most Powerful Women in Mobile Advertising,”, is an Ernst & Young “Entrepreneur of the Year”, and has been profiled by CNN Money, The New York Times, Forbes and The Huffington Post. Kim’s passion to help young entrepreneurs achieve success and is an early stage investor in over 70 startups, 12 of which have successfully been acquired.

Jeff Razniewski 1 Jeff Razniewski Senior Vice President
Starcom

Jeff Razniewski, Senior Vice President, Starcom

Jeff Razniewski 1

Jeff Razniewski is a trailblazer in the digital marketing and media space focused on the alchemy of creativity and data to develop business driving strategies for marketers. As a SVP in the Strategy practice of Starcom USA, Jeff oversees a team at the leading edge of applying ad tech to solve strategic problems and improve marketing productivity.

Jeff brings more than 17 years’ experience in marketing, emerging media, content and a deep understanding of the U.S. consumer. He is a champion for creative destruction, harnessing the power of innovation to create meaningful experiences between brands and consumers. Jeff’s breadth of knowledge spans many categories from his work on Best Buy, AB-Inbev, Darden Restaurants, Kellogg’s, Discover Card and Hyatt Hotels.

Jeff earned a bachelor of business administration from Robert Morris University in Chicago.

Phil Schraeder Phil Schraeder President & Chief Operating Officer
GumGum

Phil Schraeder, President & Chief Operating Officer, GumGum

Phil Schraeder

Phil Schraeder is GumGum’s President and Chief Operating Officer and is responsible for overall management, sales, financial planning, management, controls and human resources. His 18 years of experience helped GumGum rise to be an industry leader in the computer vision and marketing spaces.

Phil was a finalist in the 2014 Los Angeles Business Journal CFO of the Year Award.

Prior to joining GumGum, he was VP of Finance at Verifi, Inc., a full-service provider of global electronic payment and risk management solutions, where he was responsible for financial operations and forecasting. Prior to joining Verifi, Phil oversaw accounting and reporting at RealD, Inc, a leading global licensor of 3D technologies, where he was heavily involved in the strategic acquisition of a key supplier, an equity raise of $50 million and the implementation of its ERP system. Prior to RealD, Phil spent four years at New Regency Entertainment where he was the Manager of Finance and was responsible for financial modeling and reporting on feature films.

Phil began his career at KPMG, LLP in Chicago after earning his Bachelor of Science in Accountancy with a minor in Communications from Northern Illinois University.

Mike Shehan Mike Shehan Founder, CEO, President
SpotX

Mike Shehan, Founder, CEO, President, SpotX

Mike Shehan

Mike leads SpotX, the trusted video advertising platform that offers premium publishers holistic inventory management to maximize their revenue for desktop, mobile and connected TV inventory while driving down operational costs. In 2005, Mike started SpotX as a division of Booyah Networks, which he founded in 2001 as a self-service paid search network. Under his leadership, Booyah ranked 23rd on the 2006 Inc. 500 list of fastest growing private U.S. companies — Booyah was the top advertising/marketing company on the list. Mike is currently the Chairman of Booyah, which now operates as the premier digital agency in the Rocky Mountain region with clients such as DISH, Blockbuster, Vail, Qdoba, Manilla and Teleflora. Mike’s career highlights also include being CEO of Ereo, Inc., a venture-backed image search technology company. Before Ereo, he founded LOGEX International, LLC, an e-commerce solutions provider for the retail and catalog industries. When LOGEX was acquired in 1998, Mike was named president for two of AppNet’s divisions, e-Commerce Solutions and Outsourcing Services. Mike lends his advertising and technology expertise to various committees and programs with the Interactive Advertising Bureau and has been recognized as an industry expert by MarketWatch, MediaPost, iMedia Connection, OMMA and others. Mike graduated from Vanderbilt with a degree in Biology.

Rachel Tipograph Rachel Tipograph Founder and CEO
MikMak

Rachel Tipograph, Founder and CEO, MikMak

Rachel Tipograph

Rachel Tipograph considered herself amongst the digerati since the moment she became an eBay power user at 13. Forbes listed Rachel as one of its “30 under 30 Who Are Changing The World”, Marie Claire named her one of “The 50 Most Influential Women in America,” Fast Company named her one of “The Most Creative People in Business”, AdAge named her one of “The Most Creative People of The Year,” AdWeek named her one of “The Young Influentials Shaping Business and Culture,” Entrepreneur named her one of the “50 Most Daring Entrepreneurs,” Business Insider named her one of “New York Tech’s Coolest People”, Refinery29 named her one of its “Rising Female Tech Stars,” The Wrap named her one of “The 11 Change Agents Disrupting Hollywood,” and LinkedIn named her one of its “Next Wave: Top Professionals 35 & Under.” After being the Global Director of Digital and Social Media at Gap where she oversaw strategy, implementation and measurement, Rachel traveled the world for 100 days and then founded MikMak, the first native commerce platform for the social video generation.

Auto Draft 241 Brian Wieser Senior Analyst
Pivotal Research

Brian Wieser, Senior Analyst, Pivotal Research

Auto Draft 241

Brian Wieser is senior analyst at Pivotal Research, where he covers advertising-related securities including media owners, agencies, data and marketing technology companies. Prior to joining Pivotal, Brian was CMO for ad tech company Simulmedia and spent 8 years as the global head of forecasting for Interpublic’s Magna Global, and spent several years in investment banking and equity research at Lehman Brothers and Deutsche Bank. Brian is also a CFA charterholder.

Ilana Wollin 1 Ilana Wollin Vice President, Marketplace Partnerships
AppNexus

Ilana Wollin, Vice President, Marketplace Partnerships, AppNexus

Ilana Wollin 1

As VP Marketplace Partners Ilana is responsible for partnering with all clients who plug into AppNexus’ technology to ensure they have the information and tools to succeed together. In her 6+ year tenure at AppNexus, Ilana has worked in numerous client facing roles and notably supported CEO Brian O’Kelley in rolling out our Inventory Quality initiative. Ilana also co-chairs the AppNexus Women’s Network Impact Committee. Prior to AppNexus, Ilana was Manager of Strategic Accounts at Datalot Inc and a Key Account Manager at AOL. Ilana holds a Bachelor’s of Administration from Emory University and enjoys skiing, sailing and spending time around Manhattan with her husband and son.

PRESS

Press Coverage of ALM

Sharper brands take direct route

/ Independent.IE

Agenda

7:00 am -

Palm Desert 5K & Half Marathon

Sign up at www.palmdeserthalfmarathon.com. If you want to join the IAB team, register and then let us know via email.

12:00 pm -

Registration Opens

Registration sponsored by

IAB Annual Leadership Meeting 2018 25

4:00 pm - 5:00 pm

Networking Happy Hour

Desert Ballroom Foyer

Sponsored by

IAB Annual Leadership Meeting 2018 59

5:00 pm - 5:30 pm

Chairman’s Welcome and Service Excellence Awards

5:30 pm - 6:00 pm

The Transformation of the Media: New Payment Models, New Players, and New Content

6:00 pm - 6:30 pm

How to Build 21St Century Brand Loyalty

Glossier disrupted the beauty industry with its core insights into its consumers, building a loyal following before its launch. Glossier’s Henry Davis shares insight into the experiences that are crucial for companies to give customers to ensure prolonged brand loyalty, in an age where customers are increasingly product loyal.  He then sits down with Pinterest’s Meredith Guerriero to discuss creating brands with authenticity. Meredith shares her observations from Pinterest’s own efforts in addition to highlighting examples from partners who are seeing success on the platform.

6:30 pm - 6:45 pm

Go Disrupt Yourself! Tiny Acts of Rebellion and a New Future for Digital Sales

The tape looping inside the publisher’s head seems all too familiar: duopoly, programmatic, consolidation, margin pressure, smaller site lists, fewer RFPs. In 2018, the life of the digital seller is filled with disruption.  Now may be just the time to become the disruption!  Doug Weaver shares some of the basic tenets of sales team disruption and how sales leaders and managers can foster long-term standards and everyday habits within their teams. Because in a market as precarious as ours, inertia and incrementalism may be the riskiest options of all.

6:45 pm - 7:00 pm

Sales Excellence Awards

The incoming IAB Chairman shares insights about where the industry is headed in 2018 and then recognizes IAB members who have demonstrated strong leadership and contributed exceptional service over the last year.

7:00 pm - 9:00 pm

Welcome Reception

Oasis Pool

Sponsored by

IAB Annual Leadership Meeting 2018 71

9:00 pm - 11:00 pm

Nightcap

Sponsored by

IAB Annual Leadership Meeting 2018 58

7:30 am - 8:30 am

Networking Breakfast

Desert Ballroom Foyer

Registration sponsored by
IAB Annual Leadership Meeting 2018 25

7:30 am - 8:30 am

IAB Women in Leadership Breakfast

F Springs Ballroom

Participate in a discussion among female leaders on their secret to success, and hear their stories about how diversity has increased productivity on their teams and bottom line.  Limited seats available.

Moderated by:

– Megan Hauck, Senior Director, IAB Education Foundation

Sponsored by

IAB Annual Leadership Meeting 2018 64

 

 

8:30 am - 9:00 am

Opening Remarks: The Rise of the 21st Century Brand Economy

9:00 am - 9:30 am

In Brands We Trust

Today’s consumers are hyper-segmented and hyper-connected, and they expect hyper-convenience from their retail experiences. How does a global CPG company with over 400 brands win in this new world? Join Keith Weed to look at how the changing consumer is altering how we build brands forever.

9:40 am - 10:10 am

TV and the 21st Century Brand

Ten years ago, Hulu ignited the television revolution – reimagining the viewer’s relationship with TV and introducing new ways for advertisers to engage audiences. Today, Hulu is leading TV forward into its next exciting era. So, what does it take for a brand to stay relevant in a world of always-on media? How can brands capture and keep the attention of consumers? How will publishers best take advantage of the next era of advertising? Join Hulu’s CEO Randy Freer for a candid conversation exploring what it takes to succeed as a 21st century brand in the constantly changing world of media.

10:10 am - 11:10 am

Networking Break

Desert Ballroom Foyer

Sponsored by
IAB Annual Leadership Meeting 2018 42

11:10 am - 11:40 am

No one Has Monopoly on the Dream

Transforming the world lies in our hands. To do so, we need to shake off from the power-point imprisonment, put the consumer at the epicentre of what we do and draw the future from there. With Connected Solutions, Mars Petcare is at the forefront of adapting a legacy business to the changed environment of direct, 21st century brand connectivity. Join Leonid Sudakov as he explains how he is shaping the business by becoming more consumer centric and daring to dream big.

11:40 am - 12:10 pm

Building a Lifestyle Brand in the 21st Century

Away, the direct-to-consumer travel company, has redefined what it means to connect with customers, having quickly developed a loyal following of hundreds of thousands of people around the world. But Away’s secret to growth goes far beyond a suitcase—whether through its in-store experiences, profitable editorial arm, or unique collaborations, Away has proven that it’s building a brand, not just a product. Jen Rubio, co-founder and Chief Brand Officer of Away, joins James Ledbetter, Editor of Inc. Magazine, to share how the company has created content and experiences that set it apart.

12:10 pm - 1:30 pm

Networking Lunch

Springs Ballroom

Sponsored by

IAB Annual Leadership Meeting 2018 62

1:30 pm - 2:00 pm

Real Diversity and Inclusion Practices for the 21st Century Brand

In a frank keynote address, Freada Kapor Klein and Ellen Pao discuss what digital companies can do in the areas of Diversity and Inclusion that aren’t perfunctory, niche, or outdated but that are instead comprehensive, necessary, and effective. How can companies foster environments that are not only better for their employees, but also their ever-evolving consumer-base, allowing all to thrive? This session provides insights on what brands can do to truly modernize their D&I strategies in order to retain talent and grow revenue.

2:00 pm - 2:30 pm

Marketing in the Age of Assistance

Today’s consumer can get exactly what she wants, instantly and effortlessly. This is having a profound impact on the world of marketing, as people increasingly expect brands to anticipate and deliver on their needs in every micro-moment. In this session, Jim underscores why assistance has become the battleground for growth, and shares how leading marketers are partnering with Google to create useful, personal, and frictionless experiences to win.

2:45 pm - 3:45 pm

Networking Break

Desert Ballroom Foyer

Sponsored by
IAB Annual Leadership Meeting 2018 42

3:45 pm - 4:30 pm

Breakout Sessions #1

Attendees will have an opportunity to choose between Town Halls, Master Classes and Leadership Dialogues.

Leadership Dialogue: Why DR Marketing is the New Brand Marketing

Springs Ballroom D-E

The future of commerce will be highly distributed. What does this mean for the role of brands, as well as owned and operated channels? Where does the customer fit in and what is the role data sharing with companies that are also your competitors?

– Nick Drake, Executive Vice President, Marketing & Experience, T-Mobile
– Rachel Tipograph, Founder and CEO, MikMak

Moderated by:

– Alexa Christon, Host, Adlandia
– Laura Correnti, Host, Adlandia

 

Master Class: Brand Safety in a Programmatic World

Desert Ballroom 11-12

Threats to brand safety arise internally and externally, in your control and out of your control—and the stakes have never been higher. Learn how to minimize brand safety risks and maximize odds of survival when your brand takes a hit (spoiler alert: overreacting is as bad as underreacting). Best Buy and Starcom share best practices based on real-world encounters with brand safety issues.

– Keith Bryan, Senior Vice President of Media, Engagement, & Personalization, Best Buy
– Rebecca Lambert, Senior Director, Media Strategy, Best Buy
– Jeff Razniewski, Senior Vice President, Starcom

 

Master Class: Getting Under the Hood of the Numbers

Desert Ballroom 13-14

Brian Wieser provides insights on and analysis of digital advertising markets, examining the many ways to characterize spending from various advertisers.  He also dives into data that helps him understand the broader health of the advertising industry and the shifts that are occurring within it. 

– Brian Wieser, Senior Analyst, Pivotal Research

 

Town Hall: Measurement for 21st Century Brands: What Stays, What Goes

Room: Springs Ballroom F

  • How does the industry define what metrics matter when every brand views success differently?
  • How do we transition from a focus on “did it happen?” to “did it matter”?
  • How do we shift our attention from reaction-based measurement to relationship-based measurement?

Moderated by:

– David Hahn, Chief Product Officer, Integral Ad Science
– Chris Kuist, Senior Vice President, Research & Impact, IAB
– John Marshall, Global Head of Digital Advertising Technology, HP

Provocateurs:

– Jane Clarke, CEO and Managing Director, Coalition for Innovative Media Measurement
– Adam Gerber, Senior Vice President, NA Investment, Essence/GroupM
– Shawna Harris, Head of Measurement, Watson Advertising
– Helen Lin, President, Digital Investment, Publicis Media

Sponsored by
IAB Annual Leadership Meeting 2018 43

 

 

Town Hall: Monetization and Putting Users First: How Technology Protect the User Experience without Sacrificing Revenue

Springs Ballroom A-B

  • How can publishers implement automated technologies to drive revenue while respecting the user experience?
  • What metrics must publishers embrace in order to balance revenue with delivering a terrific 1:1 experience for their consumers?
  • What are best practices for developing a mutually beneficial value exchange between the publisher and consumer?

Moderated by:

– Doug Lauretano, Senior Vice President & General Manager, Media.net
– Megan Latham, Global Head of Advertising Operations, ‎Bloomberg
– Orchid Richardson, Vice President and Managing Director, Data Center of Excellence, IAB

Provocateurs:

– Jeremy Hlavacek, Vice President of Global Automated Monetization, The Weather Company/IBM
– Anthony Katsur, Senior Vice President, Platforms, Nexstar Media Group
– Julie Van Ullen, Vice President, Publisher Sales & Account Management, FreeWheel
– Jason White, Senior Vice President & General Manager, Global Programmatic Revenue, CBSi

Sponsored by

Media.net 2

 

 

Town Hall: Data: The World War Over Data, Privacy, and Ethics in a Post-GDPR World

Springs Ballroom G

  • How do data, privacy, and ethics impact the relationship between brands and consumers? What impact will GDPR have on this relationship?
  • What kind of data should marketers embrace to become a 21st century brand?
  • What should a brand’s data stack look like, and how do we get there?

Moderated by:

– Julie Bernard, Chief Marketing Officer, Verve
– Judith Hammerman, SVP, Data Commercialization & Programmatic Solutions, Time Inc.
– Maggie Zhang, Senior Director, Video Research, IAB

Provocateurs:
– Denise Colella, Senior Vice President, Advanced Advertising & Data Strategy, NBCUniversal
– Sophie Coleman, Vice President, Data Strategy and Program Management, ESPN
– Jon Mansell, Senior Vice President, Marketplace Innovation, Magna Global
– Jake Marx, U.S. Director, x-Platform Video & Audio, Omnicom Media Group

Sponsored by
IAB Annual Leadership Meeting 2018 44

4:45 pm - 5:30 pm

Breakout Sessions #2

Master Class: AI & Machine Learning: Behind the Hype

Desert Ballroom 11-12

If there’s such a thing as justified hype, AI deserves it. Artificial Intelligence will transform every customer experience, every company, and every industry. Like the buzzwords before it, Big Data and the internet, there are real, tangible benefits that can help brands, agencies, and publishers grow. Learn the fundamentals of AI, discover how it’s already changing the way we operate, and find out how to strategize prudently with proper planning and measurement amid the frenzy.

– Jim Kelly, Vice President, R&D, Quantcast

 

Master Class: Closing the Opportunity Gap

Springs Ballroom A-B

Join Freada Kapor Klein as she discusses why, despite billions of dollars on countless initiatives and best intentions, digital media still lacks diversity and inclusion. She will be joined by leaders in the industry to discuss their lived experiences and organizations that overcome such circumstances and what can be done to close the opportunity gap, for the future and in the first place. Come be inspired!

– Freada Kapor Klein, Co-Founder, Project Include; Partner, Kapor Center for Social Impact

 

Master Class: Powerful Publisher Partnerships

Desert Ballroom 13-14

In this class, learn how to collaborate with custom studios to create and distribute the most compelling content that engages your audience.

– Samantha Arth, Director, Marketing and Advertising, Cleveland Clinic
– Annie Granatstein, Head of WP BrandStudio, The Washington Post

 

Town Hall: Brand Safety: When Will We Solve for this Epidemic?

Springs Ballroom F

Seventy-five percent of brands reported at least one brand-unsafe exposure in the past year, yet 15 percent don’t use any brand safety measures at all. Here are a few of the questions that will be discussed during the town hall:

  • From pornography to fake and divisive news, the new brand safety disease is spreading. What is the root cause? Why is the virus multiplying? And who is to blame for it?
  • What are the most effective lines of defense for brands, platforms, and publishers when it comes to brand safety and fighting fraud? Are there any side effects?
  • Is there a positive outlook? How can the industry switch its mindset from “curing” to “screening” this disease?

Moderated by:
– Phil Schraeder, President and Chief Operating Officer, GumGum
– Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab
– Caitlin Borgman, Executive Vice President Sales, White Ops

Provocateurs:
– Joe Barone, Managing Partner, Brand Safety Americas, GroupM
– Jason Fairchild, Chief Revenue Officer, OpenX
– Steve Suthiana, Global Head, Digital Media and Operations, Mansueto Ventures
– Rachel Nyswander Thomas, Senior Vice President, Operations & Public Policy, TAG

Sponsored by
IAB Annual Leadership Meeting 2018 72

 

 

Town Hall: OTT Video: Agenda for a Cord-Never World

Springs Ballroom G

  • What are the biggest challenges facing brands and agencies from spending in OTT, and what do we, as an industry need to do?
  • How are media owners leveraging their data for OTT audience valuation, and how do you protect the value of their audience?
  • How will 6-second ads impact OTT in terms of live, execution, creative, and more?
  • What does the future of Connected Television look like in the next five years? In particular, how will voice activation, cross-device identity, and emerging supply chain protocols, like blockchain, figure in?

Moderated by:
– Lauri Baker, Senior Vice President of Digital Sales & Solutions , Discovery
– John Marshall, Global Head of Digital Advertising Technology, HP
– Mike Shehan, Founder, CEO, President, SpotX
– Eric John, Deputy Director, Video, IAB

Provocateurs:
– Tal Chalozin, Co-Founder & CTO, Innovid
– Pete Chelala, Vice President Video, Viacom
– Adam Gerber, Senior Vice President, NA Investment, Essence/GroupM
– Zach Friedman, Vice President, Digital Sales and Business Development, Fox News Digital
– Mike Fisher, Vice President, Advanced TV & Video, MediaMath

Sponsored by
IAB Annual Leadership Meeting 2018 46

 

 

5:30 pm - 6:30 pm

Networking Cocktail Reception

Springs Patio

Meet the IAB Board of Directors! Mix and mingle and meet the IAB Board of Directors, including the Board Members from the three IAB Centers of Excellence and the IAB Tech Lab.  These leaders truly help set the IAB agenda along with the important work coming out of the IAB Committees and Councils.

6:30 pm - 8:30 pm

Dinner

Springs Patio

Sponsored by

IAB Annual Leadership Meeting 2018 66

6:15 am -

Spin for iDiverse

JW Marriott Spa and Fitness Center

Put a positive spin on your day while working up a sweat and supporting diversity and inclusion in the industry. Our marquee educational program, iDiverse, teaches the core fundamentals of digital marketing and media advertising and prepares a diverse group of students for jobs in the industry.

The entry fee per bike, or per class participant, is $500 and goes directly toward the cost of sponsoring a student currently enrolled in our programs. Class will be followed by a delicious and nutritious grab-and-go breakfast.

Space is limited. Contact [email protected] if interested in participating.

8:00 am - 9:00 am

Networking Breakfast

Desert Ballroom Foyer

Registration sponsored by

IAB Annual Leadership Meeting 2018 25

9:00 am - 9:45 am

Breakout Sessions #3

Master Class: Equipping Your 21st Century Sales Force

Springs Ballroom A-B

Though it’s evolved with astonishing speed over the past two decades, the digital advertising business can still seem mired in the comforting rituals and rhythms of the past.  From over-reliance on the agency channel to the broken RFP process to the artificial segregation of direct and programmatic sales, sales organizations are suffering under the weight of this nostalgia.  But how does a sales leader break this cycle of assumption and repetition?  Doug Weaver highlights the issues and prescribes the processes to help you reframe your team’s work and challenge their core beliefs.  If you lead or manage a sales team going into 2018, you can’t afford to miss this timely, actionable discussion.  Because the best talent and technology ends up meaning little if it’s employed in pursuit of dead ideas.

– Doug Weaver, Founder and Chief Executive Officer, Upstream Group, Inc.

 

Master Class: GDPR Solutions: The Experts Speak

Desert Ballroom 13-14

The General Data Protection Regulation establishes new requirements on companies that collect, use, and share data about EU citizens, regardless of where they are headquartered. During this master class you will learn about the industry initiatives currently being developed by the IAB Tech Lab and IAB Europe to enable our industry to thrive under a rapidly evolving legal landscape, and what implications these new transparency and consent initiatives will have on your existing data practices.

– Jason Bier, EVP, General Counsel & Chief Privacy Officer, Engine Media
– Dennis Buchhiem, SVP and General Manager, IAB Tech Lab
– Matthias Matthiesen, Senior Manager, Privacy & Public Policy, IAB Europe

 

Leadership Dialogue: Get Your Brand Ready for Immersive Media

Springs Ballroom D-E

For almost its entire history, media has been linear. Content creators produced, packaged, and distributed their content and, as consumers, we accepted it as it was intended. But today’s consumers are different; they now expect to consume all types of media without limitation. With advancements in technology, consumers will truly be able to immerse themselves in, and interact with, an environment on their own terms. Join Steve Fund, CMO of Intel, and Randall Rothenberg, CEO of IAB, to discuss the business implications of this intersection of consumer behavior and immersive media.

– Steve Fund, Senior Vice President and Chief Marketing Officer, Intel
– Randall Rothenberg, CEO, IAB

10:00 am - 10:15 am

Welcome Back

Desert Ballroom

10:15 am - 10:45 am

Innovating the Online Shopping Experience with Culture, Creativity, and Customer Satisfaction

Since its inception in 2015, Jet.com attracted shoppers with its tongue-in-cheek tone, playful ads, and site imagery. With Walmart’s acquisition, the brand was empowered to focus on innovating for the urban shopper. One year later, Jet.com continues to maintain its startup culture and innovative edge through urban-inspired product launches and partnerships, including its own private brand, last mile delivery innovations, and new ways to shop via mobile. Liza Landsman shares how Jet.com capitalizes on its strong culture, creativity, and passion for customer satisfaction to help the brand win the eCommerce game.

10:45 am - 11:15 am

Welcome to Optimism: Brand Building in a Post-Advertising World

A lot of ad agencies watch the rise of digital, programmatic advertising and targeting and wonder where the humanity went in advertising. The truth is that humans are more interested and engaged in what brands have to say than they’ve ever been. Direct consumer engagement and people’s desire for real experience make this an amazing time to build a brand. Wieden+Kennedy’s Colleen DeCourcy will examine how advertising, agencies, and creativity fit into brand building in the 21st century.

11:15 am - 11:45 am

Blockchain: Getting to Radical Transparency

Programmatic advertising can be a murky ecosystem and Marketers should enjoy full visibility into every dollar they spend on advertising…will Blockchain be the answer? This session will look at several ways in which Blockchain could play a role in the future of the digital ecosystem and deep dive into how Blockchain can solve transparency for Marketers.

11:45 am - 12:45 pm

Departure Lounge

Desert Ballroom Foyer

12:00 pm -

ALM Golf Outing

Separate Registration Required. Register here

12:00 PM – Registration and warm up
12:30 PM – Lunch (optional)
1:00 PM – Tee off (shotgun start)
6:00 PM – Cocktail hour
7:00 PM – Dinner and awards

IAB Annual Leadership Meeting 2018 26

2018 PHOTOS / VIDEOS

2018 PARTICIPANTS

IAB Annual Leadership Meeting 2018 63

Kathy Aaronson

Chief Executive

Sales Athlete, Inc.

Silvia Abreu

Product Manger

Beachfront Media

Matt Ackley

Director, Publisher Partnerships

Criteo

Barry Adams

VP, Commercial Development

BidSwitch

Peter Adams

Associate Editor

Marketing Dive

Sean Adams

VP, Agency Relations

Amobee

Tai Adaya

Marketing Manager

Casper

Pepe Agell

VP of Corporate Strategy

Chartboost

Max Aggrey

Business Development

Google

Arsalan Ahmed

Chief Business Officer

DIVIT

Ramandeep Ahuja

Co-Founder & Chief Technology Officer

ZypMedia

Amit Ahuja

VP, Emerging Technology

Adobe, Digital Marketing Cloud

Masahiro Ajisawa

Senior Director Japan Client Solutions and East Asia Business Development

Twitter Japan

Kathryn Ajuria

Product Marketing Manager

Facebook

Scott Alexander

COO

LKQD

Paul Alfieri

Chief Marketing Officer

Cadent

Christina Alibrandi

Marketing Event Manager

Criteo

Ashley Allen

President

24/7 Wall St.

Allison Allen

VP – Diversity, Inclusion, and Talent Development

Oath

Ernesto Almada

Head of Media & Digital Transformation

The Coca-Cola Company

Sergio Almallo

Gerente General Unidad de Negocio

El Comercio

Alicia Amador

Digital Media Operations

Carat

Damian Amitin

SENIOR DIRECTOR, DATA SALES

TAPAD

Brian Andersen

Partner & Co-Founder

LUMA

Jim Anderson

CEO

SocialFlow

Matt Anderson

Global Marketing Director

Xaxis

Yaroslava Antipina

Chief Executive Officer

IAB Ukraine

María Teresa Arnal

Managing Director

Google

Craig Aron

SVP, Strategic Business Development

Bidtellect

James Arra

CEO

LiveRamp

Kevin Arrix

Chief Revenue Officer

Verve

Samantha Arth

Director, Marketing and Advertising

Cleveland Clinic

Taylor Ash

Vice President of Publisher Partnerships

LKQD

Andy Atherton

SVP, Data & Yield

Healthline

Cliff Atkinson

Sr. Communications Director

Saatchi & Saatchi

Ross Avner

Director of Business Development, Advertising & Strategic Partnerships

Unity Technologies

Jayne Babine

Director of National Sales

XO Group Inc.

Monica Badosa

Senior Media Manager

Dior

Stephen Bagdasarian

General Manager

PCH/Media

Mike Bagliebter

Senior Manager, Account Partnerships

AppNexus

Michael Bailey

Director, Digital Media, Marketing

Google

Lauri Baker

SVP, Digital Sales & Solutions

Discovery Communications

Derek Baker

Head of Programmatic

Accenture Interactive

carter baldwin

VP of Content

fabfitfun

Janet Balis

Principal, Media & Entertainment Strategy/Customer Practice Leader

Ernst & Young LLP

Amin Bandeali

Co-founder & CTO

Pixalate

Matt Barash

Co-Founder

Pushly

Robert Bareuther

SVP BusDev

iSpot.tv

Sam Barnett

SVP, Publisher

Quantcast

Ben Barokas

Founder & CEO

Sourcepoint

Joe Barone

Managing Partner, Brand Safety Americas

groupm

Jon Barracca

Senior Director, Strategic Partnerships

media.net

Michael Barrett

CEO

Rubicon Project

Lee Barth

Senior Sales Director

Netsertive

Gil Barzilay

VP, Global Platforms

Eyeota USA Inc

Bichoi Bastha

Chief Ad Tech Office

Dailymotion

Eric Batscha

Account Executive

Google

Jackson Bazley

Executive Director

EY

Jeff Beal

Director, Software Development

Hulu

Jp Beauchamp

Senior Vice President

IRI

Gil Becker

CEO & President

AnyClip

Varoujan Bedirian

SVP Product

Viant

Greg Bel

?Strategic Accounts Director

FreeWheel

Aaron Bell

CPO

AdRoll, Inc.

Jonathan Bellack

Director, Product Management

Google

Youssef Ben Youssef

Head of Ad Platform

Roku

Scott Bender

Global Head of Publisher Strategy & Business Development

Prohaska Consulting

Michael Benedek

CEO

Datonics LLC

Nick Bennett

Head of Programmatic

Twitter

Ran Ben-Yair

CEO

Ubimo

Danielle BenYakar

Account Executive, Google Media Platforms

Google

Eric Berg

Regional Vice President

Adslot

Michael Berkowitz

CMO

Burt

Nazareno Berlingeri

Researh Manager

Rsearch NOw

Mark Berlinsky

Vice President, Strategic Data Solutions

Altice USA

Brad Bernard

VP, Digital Strategy & Innovation

Harmelin Media

Julie Bernard

Chief Marketing Officer

Verve

Ron Bernstein

SVP Sales & Operations

Synacor Media

Eric Berry

CEO

TripleLift

Gayatri Bhalla

President

Constellation Media/Infogroup Digital

Krishan Bhatia

EVP

NBCUniversal

Kerry Bianchi

CEO & President

Visto (Collective)

Marco Bianchi

Director of Business Development

Oath: a Verizon company

Mark Bielicky

Director, Business Development

Index Exchange

Jason Bier

EVP, Secretary, General Counsel and Chief Privacy Officer of Engine Media

Engine Media

Michael Bird

EVP, GM

Dun & Bradstreet

Per Bjorke

Product Manager

Google

Chris Blackburn

Head of Global Partnerships

SoundCloud

Mike Blacker

VP, Strategic Business Development

The Trade Desk

Parks Blackwell

COO & SVP, Digital Strategy

PAVLOV Agency

Stephanie Blair

VP Account Management

eMarketer

Dan Blasko

Director of Revenue Managment

Cars.com

Jacob Blatt

Director, Business Development

Nativo

Adrian Bolosan

Business Development, Strategic Parterships

Experian

Aleksey Boltivets

Chief Executive Officer & Founder

AdMixer