IAB Data & Mobile Symposium 2018
The IAB Symposium will bring together industry leaders and executives from across the ecosystem to address how publishers and marketers are using data and technology to enhance the consumer’s advertising experience and achieve the trifecta of getting the right message to the right person at the right time.
Top Takeaways: 2018 IAB Data & Mobile Symposium
- Data is growing and data-driven marketing is officially digital first
In a year filled with increased scrutiny, sweeping regulation & unanswered questions surrounding data, it proves no less important now than it was last year. It actually spurred on more investment in data management tech and infrastructure used to manage data. Spending on 3rd party data continues to grow and is expected to hit an all-time high of $19.2B by the end of 2018 (+17.5% vya), in support of advertising and marketing use cases alone. For the first time, the primary driver of this growth is digital.
- If you think data is just numbers… think again
We’ve moved beyond thinking about data as numbers and using it for targeting. Data can drive creative & messaging, inform media planning, and help brands develop new products. It’s critical to recognize that it isn’t just people’s data… it’s people themselves, the things they care about, it’s a person making a choice, human response categorized in a database. Used well, it can help brands convey a human side, connect and demonstrate to their customers that “we get you.”
- Providing True Consumer Value in Advertising Drives Authentic Attention & Engagement
Consumers are annoyed with ads; when the screen is small, this is exacerbated. Opt-in Value Exchange advertising, a format with roots in gaming that is quickly going mainstream, is increasingly being embraced as a solution that provides consumers real value – in the form of a publisher-delivered reward (e.g. such as 30 minutes of listening or viewing time ad-free) – and they prefer it. By giving consumers the choice to participate, marketers are able to circumvent key challenges with safety, fraud and transparency while driving authentic attention & engagement with their brand, along with an enhanced overall user experience. Seems like a no-brainer.
- Transparency and consent… the conversation continues
The transparency issue has led to the quality and perception of data being degraded. What data is being used? Where is it coming from? Do consumers really understand what they’re opting into? Who’s job is it to educate them? How do we simplify it for them? For better or worse, GDPR has forced us to wake up and pay attention to what we’re doing. It started the right conversation around transparency and consumer privacy and with CCPA on its heels, we’re still in the thick of it.
- In-housing programmatic can help ease some industry-wide brand concerns
It’s no surprise that we’re seeing brands increasingly in-house their programmatic capabilities. With the challenges regarding transparency and privacy, in-housing programmatic helps brands gain better control and management of their data and targeting, and allows them to more proactively monitor for brand safe environments and have a line of sight into where and when their ads run – among other things.
Attendees Will Learn
MAIN STAGE SPEAKERS
Agatha Bochenek, Head of Global Ad Sales, Unity Technologies
Agatha runs the brand advertising sales team at Unity and has been focused on spearheading new formats in VR and AR to monetize content in emerging media types. Prior to joining Unity, Agatha built interactive advertising for many of the industry’s largest publishers, including Zynga, where she ran their in-house agency – Studio E.
Alysia Borsa, Chief Marketing and Data Officer, Meredith
Alysia Borsa is the Chief Marketing and Data Officer at Meredith Corporation, where she leads corporate marketing strategy, integrated marketing communications, first-party data strategy and management, and consumer- and advertiser-focused insights and analytics across all of Meredith’s national media channels. Borsa joined Meredith Digital in 2011, in a new role responsible for setting strategic direction and execution of key initiatives that differentiate and fully leverage the company’s broad assets in the mobile and consumer data marketplace.
Prior to joining Meredith, Borsa was a management consultant at Accenture, product marketing lead at Comcast and product and business development executive at Nokia
Borsa is a graduate of Wilfrid Laurier University where she earned a Bachelor of Business degree. She also earned an MBA from the University of Western Ontario in Canada.
Borsa resides in Manhattan with her family and is based in Meredith’s offices in New York City.
Susan Borst, VP, Mobile, IAB
At IAB, Susan runs the Mobile Marketing Center of Excellence and all mobile-dominant initiatives including Local, Native/Content/Social, B2B and Games. She works with hundreds of digital publisher/technology providers to set guidelines and industry thought leadership. Susan was named as one of “15 People in NYC that are Changing Advertising That You Need to Know About” by Alley Watch, a “Top 50 Content Marketing Influencer at CM World 2016” by TopRank, and a “Top 50 Marketing Leaders Over 50” by Brand Watch for two years running. She is on the jury for the Native Advertising Institute Awards, The Content Marketing Institute Awards and the Shorty Awards and is a frequent speaker at SXSW, iMedia Connect, Business Insider Ignition, Social Media Week and more.
The Trade Desk
Mark Davenport, Senior Director, Analytics, The Trade Desk
As Senior Director of Analytics, Mark Davenport oversees the global data science team at The Trade Desk, a technology company that empowers advertising buyers through data-driven, real-time decision-making. The Trade Desk’s robust technology offers marketers unparalleled audience scale and reach to connect with their consumers, evaluating nearly 9 million ad impressions and quadrillions of permutations across the internet every single second. Hundreds of billions of ads are bought on The Trade Desk platform every year by leading agencies and brands around the world. All of these platform actions generate massive amounts of data, from which the data science team derives insights and develops machine learning models.
Prior to joining The Trade Desk, Mark worked as an analyst at NISA Investment Advisors, LLC, where he was involved in developing proprietary financial modeling and engineering tools. He holds a B.S. in Systems Engineering and Economics from Washington University in St. Louis and a M.S. in Statistics from the University of Chicago. He lives and works in New York City.
Pepsi Beverages North America
Adam Harter, Vice President, Media, Sports & Entertainment Team , Pepsi Beverages North America
Adam Harter is a 16-year veteran of PepsiCo and has held a broad range of Marketing roles across Sports, Innovation and Brand Strategy.
Adam is currently the Vice President of Media, Sports & Entertainment at Pepsi, which includes overseeing the Culture, Music and Media Strategy teams that manage Pepsi’s network partnerships, entertainment properties including the Live Nation partnership and MTV Video Music Awards, and Pepsi’s robust set of celebrity and music talent, including the Pepsi Super Bowl Halftime Show.
Adam also leads our U.S. Sports partnerships with leagues that include the NFL, NBA and NHL, more than 60 professional teams, including the NY Yankees, Dallas Cowboys, and NY Giants and more than 100 professional athletes.
Adam holds a Bachelor’s degree from St. John Fisher College, a JD from The University at Buffalo Law School and an MBA from the University at Buffalo School of Management
IBM Watson Advertising
Jeremy Hlavacek, Head of Revenue, IBM Watson Advertising
As head of revenue for IBM Watson Advertising, Jeremy Hlavacek is responsible for all global advertising sales efforts – including direct sales, programmatic sales, agency partnerships and data partnerships – across Watson Advertising’s portfolio of media, data, and AI-powered technology solutions, which includes The Weather Company’s consumer platforms such as weather.com and The Weather Channel apps. Watson Advertising’s offerings help agencies and marketers improve decision-making and reduce costs across key facets of the marketing lifecycle – from media planning through measurement.
Previously, Hlavacek was the head of global automated monetization. In that role, he oversaw all programmatic monetization efforts globally as well as the data partnerships team, which drives off-property data and inventory partnerships with platforms and other publishers. Hlavacek was promoted from vice president of programmatic, where he was responsible for all domestic programmatic sales efforts, platform relationships and programmatic operations. Under his leadership, the programmatic business grew 500% over a 3 year period to become one of the largest and most sophisticated sell side programmatic businesses in the industry. In 2017, AdExchanger ranked The Weather Company’s programmatic business as #2 in the industry among all publishers in media and broadcasting. Hlavacek joined Weather in early 2013 as vice president of operations and strategic partnerships for the company’s WEATHERfx division, where he oversaw technology partnerships and business operations to support the WEATHERfx business.
Prior to Weather, Hlavacek was vice president of strategy and business operations at Varick Media Management, where he helped to build one of the first programmatic trading desks on the agency side. He was responsible for strategic platform partnerships in the ad tech/real-time bidding ecosystem, as well as the business and financial operations of the company.
Hlavacek’s previous experience includes building out digital marketing and gaming experiences at LEGO Toys, directing advertising strategy and business development at Dotmenu (an online food ordering startup acquired by GrubHub and now part of Seamless), and building out digital experiences for entertainment programming at CBS Television. On the agency side, Jeremy has held senior strategic roles at Ogilvy and Cadient Group, where he advised clients in healthcare, financial services and technology.
Hlavacek holds a master’s degree in business administration from Cornell University, a master’s degree in media and communication from the London School of Economics and Political Science, and a bachelor’s degree from the College of William and Mary.
Jackson Jeyanayagam, Chief Marketing Officer, Boxed
Jackson serves as the Chief Marketing Officer for Boxed. Previously, Jackson was the head of digital marketing for Chipotle where he was responsible for leading all digital initiatives including mobile, content, social media, CRM, analytics and digital direct response. Prior to Chipotle he was SVP, Digital Strategy at Taylor where he built and lead the digital marketing practice group, supporting Fortune 500 brands such as Diageo, P&G, Nestle, Nike, Starwood, 3M and Capital One. Before Taylor, Jackson spent time working at an influencer marketing agency overseeing the Old Spice and Dentyne brands. During his tenure, Jackson launched Dentyne Pure with YouTube sensations Rhett & Link and also served a key role in the Smell Like a Man, Man campaign for Old Spice; the famous Man on a Horse ad with Isaiah Mustafa turned into one of the most successful digital marketing campaigns in recent memory, where the brand created more than 200 social video responses to various influencers, media and celebrities. Jackson began his career in the Pacific Northwest with Waggener Edstrom where he supported iconic tech brands such as Microsoft, HTC and T-Mobile. Personally, Jackson serves on the Board of Directors for the University of Oregon Alumni Association as well as the Arts & Business Council of New York. He is also on the Advisory Board for tech start-up, Dynamic Signal. Jackson graduated from the University of Oregon with departmental honors in Sociology and a minor in Communications.
Ken Lagana, Head of Sales & Marketing, Megaphone
Ken Lagana was named Head of Sales and Marketing for Megaphone in February 2018. He is laser focused on evangelizing Megaphone Targeted Marketplace (MTM), Megaphone’s game-changing advertiser-driven targeting and measurement solution.
Prior to joining Megaphone, Ken was Senior Vice President Global Sales and Marketing for CBS DIGITAL MEDIA. In this role, Ken oversaw revenue generation and Integrated Marketing for the Entertainment, News and Sports properties for Interactive. Ken’s 20+ year media career also includes Sales and Management positions at Turner Broadcasting, and Planning and strategy roles at Grey advertising.
Joshua Lowcock, EVP, Chief Digital & innovation Officer USA/ Global Brand Safety Officer, UM Worldwide
Passionate about the convergence of media, digital, data and technology, Joshua leads Digital Strategy & Innovation in the U.S across all UM accounts. Joshua brings a unique global perspective to UM clients, having worked in senior digital roles not just in the U.S., but also while living in China, Europe and Australia. His clients have included Hershey’s, Unites States Postal Service, Zurich Insurance, ExxonMobil, Walmart, Bloomin’ Brands, and Procter & Gamble.
Driven by applying innovation to deliver real business results, Joshua helps clients lean into future opportunities — but always in a meaningful and scalable way. An approach he honed while working at Ernst & Young and refined after completing his MBA.
Throughout his career, he has worked on all sides of the media industry, including technology, Internet, broadcast, publishing, from corporate finance and advisory, to media planning and investment. His vast industry knowledge and depth of experience gives Joshua the ability to comfortably move from strategy to the nuts and bolts of how technology and data can be architected to deliver the right end result.
A respected digital and media professional, Joshua has served as a jury panelist for the AdWeek Media Plan of the year, served as a judge for the North American Effie Awards and is a regular speaker/panelist on the Chief Digital Officer Global Forum. Outside of work, Joshua Lowcock has served as a director/advisor to a number of companies, including Smiles Inclusive, the Advisory Council of Rutgers, Big Data program and on the Industry Advisory Board for Vidcon.
Mindshare North America
Rachel Lowenstein, Partner, Associate Director, Invention+, Mindshare North America
As Partner and Associate Director on Invention+ (Mindshare’s division dedicated to media innovation), Rachel leads digital innovation for CHANEL, BlackRock, Lufthansa, PANDORA Jewelry, and other brands across North America. She’s constantly leveraging new ways for brands to reach consumers, be it through AI, AR, VR, audio, voice technology, and more. As part of that, she serves as the agency’s internal Audio Innovation Lead, bringing new audio ideas and strategies to teams.
Rachel is also a fierce advocate for LGBTQ and gender equality. She’s one of the leaders for The Collective, an agency taskforce and cultural imperative that works to drive a diverse, intersectional workplace and bring those same principles to clients’ media plans.
A respected industry thought leader, Rachel’s insights have been featured in publications such as Adweek, Campaign, Mobile Marketer, and Luxury Daily. Her work has been honored at the Mobile Marketing Association’s SMARTIES, the OMMA Awards, the FCS Portfolio Awards, and more. Rachel was recently named one of The Drum’s “50 Under 30” for her creativity in media, and was previously awarded the 2016 Cynopsis Rising Star Award for her standout industry contributions. She also sits on the IAB Audio Council.
Rachel is a graduate of Arizona State University, Barrett Honors College with bachelor’s degrees in French and Marketing, magna cum laude.
Jeff Lucas, Head of North American Sales and Global Client Solutions, Oath
Jeff Lucas is Vice President, Head of Americas Sales at Oath. In this role, he manages Oath’s national and mid-market sales teams in the US, Canada and Latin America.
Prior to this post, Jeff Lucas was the Vice President and Global Head of Sales at Snapchat, running the entire sales division across the U.S. and all international offices. He built up Snapchat’s sales operation globally, leading it to record revenue growth.
Before Snapchat, Jeff served as the Head of Marketing & Partner Solutions at Viacom, where he led cross-platform ad sales and integrated marketing for MTV, Nickelodeon, VH1, Logo, Comedy Central, Spike, CMT, and TV Land. Jeff pioneered the launch of Viacom Velocity, an award-winning integrated marketing and creative content division. He also spearheaded Viacom’s data initiative – Vantage.
Prior to Viacom, Jeff was President of Advertising Sales, Marketing, and Cross-Platform Initiatives for the Universal Television Group/NBCUniversal Cable Group. Prior to that, Jeff served as Vice President of Olympic Sales and Marketing for the NBC, where he generated record sales revenue for the 2000 Summer Sydney Games and the 2002 Salt Lake City Winter Games.
Jonathan Margulies, Managing Director, Winterberry Group
With an extensive background in strategic planning and executive-level advocacy, Jonathan Margulies is a managing director and leads the development of research and thought leadership initiatives for Winterberry Group, a unique strategic consulting firm serving the advertising, marketing, media, technology and information sectors.
A 15-year industry veteran, Mr. Margulies is a recognized authority on issues of concern to enterprise marketers and publishers, as well as the community of technology developers, service providers and financial sponsors that support their efforts. Since joining Winterberry Group, he has spearheaded the development of more than two dozen high-profile research publications and economic analyses, exploring the strategic and operational implications of programmatic audience development, omnichannel customer strategies, data technology and other topics. Additionally, he has led over 100 intensive consulting engagements—helping clients tackle an array of challenges including long-range strategic planning, operations alignment, data-driven business transformation, product development, budget forecasting and M&A target identification.
Mr. Margulies is a sought-after presenter, and his perspectives have been published or cited by nearly all major industry trade publications. Prior to joining the Firm, he served as communications director for the Sergeants Benevolent Association, a 10,000-member organization of New York City police supervisors. Earlier, he held positions in marketing, public relations and digital media at British Airways USA, Burson-Marsteller, Hill & Knowlton and the New York Mets baseball club.
In addition to his work at Winterberry Group, Mr. Margulies oversees the delivery of pro bono consulting services to New York-area non-profit organizations as an account director with the Taproot Foundation. He received a B.S. in economics, with a concentration in
James McNamara, SVP, Client Strategy, Nielsen
James leads Nielsen’s Advertiser and Marketing Cloud strategy and client teams, which oversee and develop key client relationships across Nielsen’s Marketing Effectiveness portfolio. His teams execute global data-driven engagements with advertisers, their agencies, media brands, and marketing technology companies in what’s coming next – real-time, relevant and measured consumer experiences. He joined Nielsen through the acquisition of eXelate, where he commercialized its Data Management Platform and Analytics offerings. Prior to eXelate, James spent 10 years in Accenture Strategy where he built the company’s global data monetization practice helping marketers and media owners, from Verizon to YouTube, identify new ways to drive revenue growth using first-party data as a strategic asset. He holds a BA and MBA from Duke University.
The New York Times Company
Allison Murphy, Vice President, Ad Innovation, The New York Times Company
Allison Murphy is vice president, ad innovation at The New York Times Company, a position she assumed in November 2017. In this role, Allison leads the development and delivery of The Times Company’s ad innovation strategy, directing cross-functional teams responsible for accelerating the Company’s development of market-leading ad products.
Prior to this role, Allison served as vice president, ad products & news partnerships where she oversaw teams that ideate, build and execute unique products and packages to bring to advertisers – working in close concert with The Times’s newsroom and digital product teams.
Allison was previously chief of staff to the chief revenue officer, developing strategies and operational plans to grow The Times’s revenue across the subscription and advertising businesses. She began her career at the company in its central strategy & development team.
Before joining The Times, Allison was a strategy consultant for mission-driven organizations at The Bridgespan Group – an affiliate of Bain & Company. Allison has an M.B.A. from Harvard Business School and holds a B.A. and an M.A. in English from the University of Virginia.
Alex Propes, Senior Director, International, IAB
Alex Propes is the Director of Public Policy at the Interactive Advertising Bureau, based out of its Washington D.C. office. He is responsible for coordinating policy initiatives and representing IAB policy positions to the federal government. Prior to joining IAB, Alex served as the Policy Manager at the European-American Business Council, where he managed government affairs activities related to cloud computing, privacy, and telecommunications. Alex has experience managing online marketing campaigns. He holds a bachelor’s degree in economics.
IAB Data Center of Excellence
Orchid Richardson, Vice President and Managing Director, IAB Data Center of Excellence
Orchid Richardson serves as the newly appointed Vice President and Managing Director, Data Center of Excellence. She is charged with driving the Center’s mission to define boundaries, reduce friction, and increase value along the data supply chain, for consumers, marketers, and the ecosystem that supports them.
Before joining the IAB Data Center, Orchid was General Manager of Publisher & Media Solutions for 33Across, Inc. where she was responsible for leading the global business strategy & development for both the company’s growth and the growth of their publisher partners. Her successes include leading the development and integration of the 33Across Real Platform with over 250 demand partner, developing a product suite that was the catalyst for the company’s pivot into programmatic and launching the Real Platform in 12 countries located in EMEA, LATAM and North America.
Orchid also served as Head of Digital Operations for Hearst Magazines Digital Media. There, she was responsible for architecting the Hearst Audience Exchange that represented the consolidation of Hearst’s audience data for multiple Hearst corporate units including Magazines, Newspaper, Entertainment, and Broadcast on to one platform for strategic company-wide initiatives.
Before Hearst, Orchid was Senior Director of Advertising Operations & Strategy for BET Networks within the Digital Group. Orchid has also served in management roles at other leading digital companies including Everyday Health, Singer Direct (an Omnicom Media Group Company) and Multimedia Solutions.
Orchid is actively involved in the advertising community, having held leadership roles in key industry trade organizations. Additionally, she is an active member of Alpha Kappa Alpha Sorority, Inc., the Metro-Manhattan (NY) Chapter of the Links, Incorporated and the Westchester Chapter of Jack & Jill of America. Orchid also serves as a board member and fundraising chair of the Ujamaa Community Development Corporation which has built over $100 million in affordable housing in Westchester County, New York.
She is an alumna of Spelman College and New York University’s Stern School of Business where she holds a degree in Business Administration & International Business.
A citizen of the world having visited over 30 countries, Orchid is based in New York where she lives with her husband, Eugene Uzamere, Esq. and their children, Owen, Addison, Ivie, Eki, and Nosa.
Priscilla Valls, VP, Agency, Advertiser, & Industry Development, Pandora
As Vice President, Agency, Advertiser, and Industry Development at Pandora, Priscilla leads the company’s collaborations with advertising agencies and brands, providing strategic counsel to marketers on how to maximize the power of Pandora. By leveraging feedback from partners, she advises Pandora teams on marketplace needs to help build innovative products and customized advertising solutions that drive measurable business results further supporting Pandora’s billion dollar advertising business.
Having been with Pandora since the company’s formative moments over a decade ago, she also acts as a public-facing spokesperson on behalf of Pandora by engaging heavily with key industry associations and partners.
Priscilla joined Pandora in 2008 and most recently was the VP of Vertical Sales leading national sales teams across CPG, Financial Services, Retail, and Political Categories which drove over $150M in annual revenue across local, regional, national, digital, audio, and experiential programming. Prior to joining Pandora, she was hand-picked by the CEO of Answers.com, to be the Director of Sales as a part of their inaugural direct sales team efforts. During her tenure she was the top revenue producer and was instrumental in helping build out WikiAnswers, a community-based question and answer site. Priscilla began her career at iVillage in 1998, launched her own business, MyUrbanAuctioneer, Hoboken’s first eBay drop-off store in 2005, and has been an enthusiastic entrepreneur within high growth companies ever since.
In her spare time, she is actively involved as a Board Member of both She Runs It and IAB Digital Audio Committee, is on the Steering Committee of Pandora Women leading the Noteworthy Speaker Series, and is a new mentor for The Amplify Lab. Priscilla holds a B.A. in English from Lynchburg College, is the proud mom of two girls, and at any given moment can often be found rocking out to Foo Fighters, Laid Back Beach Music, or Toddler Radio.
Edwin Wong, Senior Vice President, Research and Insights, BuzzFeed
Edwin Wong is Senior Vice President, Research and Insights at BuzzFeed. He leads research efforts to identify key trends in consumer behavior and help advertisers capitalize on these trends to effectively connect with their core audiences. Most recently head of Insights at Pinterest, Edwin has been studying digital consumer behavior for nearly 20 years. Prior to Pinterest, Edwin held numerous insight roles at Yahoo for over a decade. Edwin has been published in the Association of National Advertisers (ANA) Magazine, Journal of Social Psychology, and Word of Mouth Marketing Association (WOMMA). He received his BA from Pomona College.
Maria Domoslawska, Vice President, Insights , Emodo
Maria is a strategic market research professional with a long track record of impacting business profitability through innovation and new product development. With nearly 20 years’ research experience, her main focus was always on evolving methodologies for ad & audience measurement for cross-platform, media effectiveness and multi-mode online and offline channels tracking. Her work with organizations such as the ARF, IAB and ESOMAR pioneered in new technologies and how they can drive effective ROI and actionable recommendations to client. Currently, at Emodo, using geolocation data, Maria is working on new measurement methodologies for evaluating media impact on real-world behavior.
Maria joined Placecast, acquired by Emodo, in 2016 as Vice-President Insights. Before that, Maria was VP of Global Digital Strategy & Research at Research Now where she was responsible for designing and implementing the company’s global digital strategy. Maria has also held management and senior management level research positions with Digitas Boston, Tribal Fusion and EmSense. She holds a B.A. in extension studies from Harvard University and a M.A. in Polish Philology from the University of Wroclaw.
Erin Madorsky, Chief Revenue Officer, Verve
As Chief Revenue Officer, Erin Madorsky leads the national sales team in bringing Verve’s managed service and programmatic advertising solutions to an expanding roster of brands and agencies across a wide variety of industries, including retail and CPG, telco, tech, and travel.
Madorsky joins Verve following a ten-year tenure at Viant, a division of Meredith where she was most recently Senior Vice President of Sales. A member of the core team that launched the Viant brand, she oversaw the growth of its people-based platform and was instrumental in the marketplace adoption of new products including the beta launch of a Data Lake that offered marketers and data scientists unprecedented access to powerful data assets rivaling Facebook and Google.
Kristoffer Nelson, COO, SRAX
Kristoffer Nelson is COO of SRAX, a digital marketing and consumer data management and distribution platform company publicly-traded on the Nasdaq: SRAX. He is also a founding member of the company’s blockchain identification graph technology platform, BIG, which is the first consumer-powered data marketplace where people will own, verify and sell access to their data.
Through a secure blockchain platform and open source governance structure, BIG provides everyone in the Internet ecosystem transparency, choice and compensation to manage and access verified data. Developers will be able to build online experiences on top of the BIG Platform. The system also provides advertisers and media companies access to transparent, verified consumer data to better reach and serve audiences. SRAX’s BIG Platform will improve the online experience for all interested parties.
With over 15 years of technology and creative business experience, Kristoffer has been a guest speaker for Loyola Marymount University among other academic institutions, the National Association of Broadcasters, the IAB and numerous other professional and media organizations.
Glen Nigel Straub, Vice President, Business Development, Factual
As the Vice President of Business Development, Glen focuses on Factual’s areas of growth in the advertising and marketing ecosystem, forging new partnerships with publishers, broadcasters, advertising technology platforms, and agencies. Glen opened the Factual New York office in September 2013 and has been instrumental in the rise of Factual’s Geopulse business since inception.
Previous to Factual, Glen was a Publisher Development Lead for mobile advertising network Millennial Media, where he worked with Comscore Top 100 mobile publishers. Millennial Media was acquired by AOL in October 2015.
Glen holds a BA of Journalism from the University of Massachusetts and is part of our “Live Music Enthusiast” segment.
Breakfast and Networking
Welcome and Opening Remarks
State of Data
The proliferation of audience data is driving a need for credible intelligence into use cases and investment trends corresponding with its growing industry impact. Review the findings of the 2018 study on how U.S. organizations are investing in third-party audience data—as well as the services, technologies and other solutions used to activate the data in service to advertising, marketing and media applications.
Keynote: Boxed.com’s Data-Driven Approach
Learn about the blend of heart and science and how Boxed strikes the right balance when engaging its customers and employees. Discover how the company combines its analytical approach and its people-led focus.
The Possibilities of Data-Driven Creative
Data driven creative is the perfect marriage of Silicon Valley and Madison Avenue that has fueled the success of many ad campaigns. Learn ways that publishers and brands have used it to provide more engaging and effective ads, from A/B testing, to personalization and even predictive analysis.
Data Rock Star Awards
The IAB community recognizes excellence, creativity, and a forward-thinking approach to solving problems in data science. Be there to celebrate your friends and colleagues for being the best at what they do.
Town Hall: The Ethics of Data & AI
Artificial intelligence and the use of data in marketing provides an incredible opportunity to deliver truly personalized experiences at scale, but with great potential comes great responsibility. Join IBM Watson Advertising and The Trade Desk for a town hall session to examine and discuss the potential challenges and ethical implications surrounding these fast-moving technologies.
Workshop: Master Class on Mobile and Movement Science
Analysts forecast that 75 percent of digital activity will take place on mobile devices within the next two years; by now even the most mainstream marketers have Mobile 101 under their belts. Yet technology moves faster than consumers can adapt, and consumers adapt faster than brands can innovate. In this workshop, Verve CRO Erin Madorsky, leads a master class on the convergence of mobile, Moore’s Law, and data science, teaching marketers valuable techniques for keeping pace with fast-evolving consumer behavior
Erin Madorsky, Chief Revenue Officer, Verve
Workshop: Connecting the Dots: Leveraging & Measuring Location Based Marketing
Now more than ever, marketers and their technology partners need to understand how to quantify the effectiveness of their advertising investment. A recent Forrester report commission by Factual showed over 200% ROI when using location data. Join us for a lively workshop where Glen Straub of Factual will share the Forrester findings and how you can better measure your campaigns by attributing online initiatives to offline results.
Glen Nigel Straub, Vice President, Business Development, Factual
Town Hall: What is the Promise of Blockchain?
Join your peers in a debate and discussion that will chart the path forward:
How do advertisers view identity?
What is the right balance between a blockchain solution that is commercially viable and consumer-friendly?
What’s not working for blockchain in media, and how can the industry make it work better ?
Kristoffer Nelson, COO, SRAX
Workshop: Want Better Customer Conversations? The Difference is the Data.
This session by Maria Domoslawska, VP Insights at Ericsson Emodo, provides a data-powered look at how location data enhances an advertising conversation with your audience and what advertising can actually achieve using different approaches. Filled with industry data, statistics and real-world examples, Maria will help attendees recognize and select the most efficient solution for your needs.
Maria Domoslawska, Vice President, Emodo
How Opt-In Value Exchange Advertising Solves for Engagement and Brand Safety
From games, to content unlocks for music and editorial, or even free WiFi access, brands are increasingly turning to Opt-In Value Exchange advertising tactics to engage with consumers. Discover the benefits for both consumers and brands in terms of engagement, effectiveness, viewability, and brand safety, as well as what types of campaigns are best suited for this tactic.
Content Adjacency and Distribution in an Always-On World
Consumers have more choice than ever before when it comes to how, when, and where they consume content. What are brands doing to effectively manage distribution for their campaigns, while ensuring they align with premium content, in an always-connected landscape? Learn what innovative ad formats are available to help brands merge data, content and scale; how marketers think about brand safety and ad quality concerns; how to make and measure meaningful connections on mobile; and best practices for content distribution and adjacency in the year ahead.
How Data Fuels Podcast Growth
Having evolved from a direct response channel to a brand awareness channel, podcasting is playing an increasingly larger, and more important role, in the marketing mix. Learn how marketers are now able to leverage data and targeting in the space.
Update on Consumer Privacy
2018 has been a revolutionary year for data privacy with GDPR and the California Consumer Privacy Act fundamentally changing the nature of the conversation. Find out the latest developments on these initiatives, what the conversation on privacy will look like in 2019, and insights on how your company should think about managing data in today’s environment.
SPONSORS & PARTNERS
About IBM Watson Advertising
IBM Watson Advertising, formerly The Weather Company’s ad sales organization, is an ecosystem of media, data and AI-powered technology solutions designed to help advertisers save time, money and enable them to build stronger, more profitable connections with their customers. To learn more, visit watsonadvertising.ibm.com.
Emodo delivers carrier-verified data and advertising solutions. As part of Ericsson, which powers nearly half of the world’s mobile data, voice, and text, we enjoy strong relationships with the largest mobile carriers.
Emodo uniquely uses carrier data and the process of carrier-verification to filter commonly-used datasets and produce targeting and supply solutions with greater accuracy and effectiveness.
Emodo offers both programmatic and managed service solutions for advertisers seeking to enhance and increase the accuracy of their media programs as well as DSPs seeking accurate media supply to offer their customers. More info on emodoinc.com.
We at Factual believe that data should be accessible to every developer, entrepreneur, business, or organization – anyone who needs it to build a better app, provide a better search result, make smarter software – anyone who needs data to make a better decision or help others make better decisions. Today, Factual focuses on making location data accessible to the mobile world – data about places across the globe, and data which reveals a deeper understanding of people based on their geographic behavior. For more information, visit www.factual.com.
Megaphone (formerly Panoply Media) is a full-service podcast company that delivers breakthrough technology for audio creators and advertisers, and produces compelling programs. Megaphone hosting and ad-insertion platform offers sophisticated publishing and monetization features unavailable anywhere else in the industry. Our best-in-class software and services power top networks and publishers, including HowStuffWorks, Gimlet, The Wall Street Journal, Buzzfeed and WBUR. In partnership with Nielsen, Megaphone Targeted Marketplace (MTM) enables advertisers to target more than 60,000 audience segments. Panoply’s production studios offer premium content that includes shows such as Malcolm Gladwell’s Revisionist History, Empire on Blood, Happier with Gretchen Rubin, The Message and By The Book.
SRAX is a digital marketing and data management platform delivering the tools to reach and reveal valuable audiences. SRAX’s machine-learning technology analyzes marketing data to identify brands and content owners’ core consumers and their characteristics across marketing channels. Through an omnichannel approach that integrates all aspects of the advertising experience into one platform, SRAX discovers new and measurable opportunities that amplify campaign performance and maximize profits. For more information on how SRAX delivers a digital competitive advantage to surpass today’s marketing challenges, visit www.srax.com.
VerveTM is a location-based mobile marketing platform that connects advertisers with consumers to deliver successful business outcomes. The company’s proprietary location intelligence, patented technology, premium mobile inventory, and analytics capabilities empower marketers to reach and engage consumers with compelling mobile advertising experiences. Headquartered in New York City, Verve has offices in San Diego, Los Angeles, Washington, D.C., Chicago, Detroit, India, and Southeast Asia. For more information, visit www.verve.com.
Nielsen is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across devices where content is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement and analytics that help improve performance. Nielsen has operations in over 100 countries that cover more than 90 percent of the world’s population.
Founded in 2002, AcquireWeb resolves and deterministically connects marketers with more able & intent-based consumers than any tech company in the industry, where they are engaged as across email, social and display. Fueled by AcquireGraph, AudienceAnywhere serves as the only audience management platform that accomplishes this through an integrated process that features both industry-leading insight data and cross-channel linkage capabilities. The proprietary audience segments we create through our AcquireGraph technology, allow clients to precisely target their ideal audiences online and create multi-channel engagements at the most meaningful moment in the buying experience. www.acquireweb.com.
Flashtalking is the leading global independent ad server and analytics platform. We help sophisticated marketers realize the promise of data-driven marketing, while maintaining flexibility, independence and ownership of their data. Our platform leads the market with independent primary ad serving and transparent data unification.
KERV is a digital advertising platform built on cutting-edge patented technology that identifies objects by their pixel edges in any video stream. Leveraging breakthrough Machine Learning techniques, KERV technology recognizes depth, dimension, and objects within a video just as the natural eye does. This enables every frame in every scene of any digital video to be an immersive, interactive experience for consumers.
The DEN (Dimensional Engagement Network) is KERV’S proprietary network of technology integrations with top distribution platforms and premium publishers.
About Blast PR
Need to elevate your brand and grow your audience? Blast is a full-service public relations firm committed to driving measurable results for our clients. With a smart, passionate team and offices in all major North American markets, we’ve got you covered. Just ask our clients, a world-class portfolio of brands, marketing technology, software companies and associations, including Factual, FastPay, Interactive Advertising Bureau, Opera Mediaworks, SheKnows Media, and The Trade Desk. For more information, please visit www.blastpr.com and follow us on Twitter @blastpr.
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