IAB @ Mobile World Congress 2018

Tuesday, February 27, 2018 Barcelona

For the fourth year in a row, IAB and dmexco lead the conversation on mobile marketing with a one-day event at Mobile World Congress, the world’s largest gathering for the mobile industry.

The connected consumer has changed everything and mobile is at the center of every 21st Century brands’ strategy. Today’s successful brands and media companies must constantly evolve and deliver direct-to-consumer experiences to meet the needs of these always on, cross-screen consumers.

From content marketing to OTT, the most effective cross-screen marketing strategies are immersive without being disruptive. Join IAB at Mobile World Congress to discuss cross-screen consumer engagement, and explore innovation and strategies for creating and distributing OTT video across platforms.

Topics to be Discussed Include:

  • Storytelling Innovation in OTT
  • Cross-Platform Addressability
  • The Mobile to Offline Retail Experience
  • How Data Creates Better User Experiences—and Better Products
  • New Revenue Streams, Including AI and the Connected Home
  • Brand Safety on Mobile
  • Dynamic Ads and the Impact on Relevancy

For highlights on the 2017 IAB @ Mobile World Congress, click here.



This complimentary event is by invitation only.



Anna Bager Executive Vice President of Industry Initiatives

Anna Bager, Executive Vice President of Industry Initiatives, IAB

As EVP of Industry Initiatives at IAB, Anna Bager spearheads the strategic oversight of the digital media and marketing industries’ most vital and fastest growing platforms which include mobile, digital video, audio, measurement, and data. Under her leadership, she brings together and drives growth for three of the organizations’ paramount centers of excellence: The IAB Mobile Center, representing the mobile marketing, advertising, and media marketplace; The Digital Video Center, encompassing Advanced TV, OTT, and The Digital Content NewFronts, and The Data Center, developing consumer identifiers, data quality, industry benchmarks, and tools for data activation and automation. She is a driving force in building a one-stop shop for producing thought leadership, innovation, research, and best practices for these thriving industries.

Prior to joining the IAB, Bager was heading business intelligence at Ericsson Multimedia and head of research at Ericsson’s Business Consulting unit. Earlier, she was Research and Consulting Manager for IDC EMEA. Anna has received numerous accolades throughout her career, including being named “Most Important Women in Mobile Advertising” for Business Insider, and one of the “Top Women in Media” by Folio Mag for the past consecutive five years.

  • Social:
Pete Blackshaw Pete Blackshaw Global Head of Digital Innovation & Service Models

Pete Blackshaw, Global Head of Digital Innovation & Service Models, Nestlé

Pete Blackshaw
Matt Bush Matt Bush UK Country Sales Director

Matt Bush, UK Country Sales Director, Google

Matt Bush

Matt is the UK Country Sales Director at Google where he works with leading advertisers and agencies to help them get the most from the web. He joined in 2010 and previously he has worked in press and digital publishing. He also started his own business that failed, which is seen as a badge of honour now but didn’t feel like it at the time. Matt is a regular public speaker on many topics around digital, technology and media and how businesses might want to react to benefit from it.

Matt loves running, especially to music that reminds him of his youth, and doing his best to be a great dad to three daughters.

Alex Cheng 2 Alex Cheng Vice President, Baidu;
Chief Technology Officer, Baidu Search

Alex Cheng, Vice President, Baidu;, Chief Technology Officer, Baidu Search

Alex Cheng 2

Alex Cheng graduated from Stanford University and received his master’s degree in computer science. He has over 20 years of managerial and product development experience in Chinese and US high-tech companies. He devoted to internet marketing technology innovation more than a decade, and he also is a senior practitioner of artificial intelligence and big data field. Prior to Baidu, he held senior engineering management roles in Google and Alibaba. Alex Cheng is now the Vice President of Baidu in charge of the development of
Baidu advertising platforms. With his leadership since 2010, search-advertising revenue has seen a significant growth by technology innovations in digital marketing and advanced AI in consumer intent prediction and insights.

Jon Diorio Jon Diorio Group Product Manager
Google Ads

Jon Diorio, Group Product Manager, Google Ads

Jon Diorio

Jon Diorio is Group Product Manager for Google Ads. Jon and his team focus on helping advertisers increase their return on ad spend.

Prior to his 12 year tenure Google, Jon was the VP of Product and Marketing for CentrPort, an early behavioral advertising platform provider. Jon has held several product management and marketing leadership positions at CRM and customer analytics solutions providers. Jon graduated from Georgetown University with concentrations in economics and computer science, and he holds an MBA from University of California Berkeley’s Haas School of Business.

Patrick Dolan 1 Patrick Dolan President

Patrick Dolan, President, IAB

Patrick Dolan 1

Patrick Dolan is the Executive Vice President and Chief Operating Officer at the Interactive Advertising Bureau. Mr. Dolan is responsible for finance, operations, costs, compliance, and risk management. In addition, he works closely with the rest of the executive management team to supervise strategy and revenue optimization.

Mr. Dolan served as the director of finance for George Soros’ network of philanthropic entities, the Open Society Institute, in Europe. Based in Budapest, he managed a budget of over $500 million disbursed in over 20 countries in Europe and the former Soviet Union.

Following the Open Society Institute, Mr. Dolan joined DoubleClick, Inc. first as their Director of International Finance and later as Director of Business Operations. Mr. Dolan was responsible for establishing international financial operations as well as developing new businesses that DoubleClick, Inc. acquired, including Abacus.

In 2001, Mr. Dolan moved to Miami to assume the position of Executive Director of Finance and Operations for The Locomotion Channel, a cable channel co-owned by Hearst Entertainment and Corus Entertainment which broadcast in Latin America.

Mr. Dolan later served as CFO of the Early Learning Coalition of South Florida, a not-for-profit with a budget of over $160 million, and most recently ran his own business management consulting firm where he worked with clients in New York, Miami and other U.S. cities on issues including trade association product development, business operations, forecasting, budgeting, financial management and marketing.

Mr. Dolan received his B.A. in Economics from the University of Virginia and his MBA from Virginia Commonwealth University.

Antje Hundhausen Antje Hundhausen Vice President, Brand Experience
Deutsche Telekom

Antje Hundhausen, Vice President, Brand Experience, Deutsche Telekom

Antje Hundhausen

Antje Hundhausen – VP Brand Experience – looks back on over 20 years of professional experience, including 18 years in senior positions. Since 2007, the graduated business economist and music and art historian has been responsible for the brand area, 3D Brand Experience, for Deutsche Telekom. In this position, she is responsible for the holistic brand communication. Together with her team, she creates and implements concepts for future workplaces, corporate fairs, digital innovation labs such as Fashion Fusion, international retail and is responsible for the art collection and art management of the group.

Kim Kaldec - MWC Kimberly Kadlec Senior Vice President, Global Marketing
Visa Inc.

Kimberly Kadlec, Senior Vice President, Global Marketing, Visa Inc.

Kim Kaldec - MWC

Kim joined Visa in 2016 as the Senior Vice President of Global Marketing Platforms & Capabilities. Ms. Kadlec joins Visa from Publicis Groupe, where she was the President, Global Solutions.

In her current role at Visa, Ms. Kadlec is responsible for shaping the strategy multiple marketing platforms, including Advertising Agency and Content Centers of Excellence, Data and Tech, and Visa.com thereby creating assets, programs and capabilities to drive the success of Visa’s global efforts.

Before joining Visa, Ms. Kadlec led Publicis Groupe’s Global Network Client practice, where she created seamless global connectivity for multiple clients, ensuring leadership, strategy, and top-to-top connections across all areas of expertise including creative, digital, media, and technology.

Prior to Publicis, Ms. Kadlec was the Global Head of Strategic Partnerships at AOL, where as part of CEO Tim Armstrong’s leadership team, she developed content and data partnerships. She also spent eight years at Johnson & Johnson in a variety of roles in global brand architecture, marketing communications, brand experience, digital marketing, and investment strategy across the consumer, medical device/diagnostics, and pharmaceutical sectors.

Ms. Kadlec has received many industry accolades, including “Top 50 Women in Brand Marketing” by Brand Innovators in 2014 and Huffington Post’s “Top Ten Social CMO’s 2013”. She and her husband have just relocated to the Bay Area from NYC.

Allie Kline 4 Allie Kline Chief Marketing Officer

Allie Kline, Chief Marketing Officer, Oath

Allie Kline 4

As the Chief Marketing Officer of Oath – the parent company created by Verizon to house the AOL and Yahoo assets, Allie drives the company’s global marketing, communications, and citizenship strategy, positioning Oath, its brands, and its employees as transformative and trailblazing in their industries. Allie’s global team is responsible for brand marketing, internal and external communications, b2b and b2c initiatives and Oath for Good, the corporate social responsibility arm of the company.

In addition to her role as the CMO of Oath, in 2016 Allie was appointed the Head of MAKERS which she operates as an independent P&L. MAKERS is an Oath brand focused on empowering women and the next generation through video, sharing the experiences and stories of trailblazing women leaders, past and present.

Prior to becoming CMO of Oath, Allie served as Chief Marketing Officer for AOL since 2013.

Allie is an industry veteran who has led brand management and marketing strategy for technology-focused organizations for more than fifteen years. She has held leadership positions and taken several tech startups through both IPO and sale including video company InterVU (now Akamai), rich media company Unicast (now Sizmek), data and social graph company 33Across, and athlete and celebrity endorsement platform company Brand Affinity Technologies.

Allie received the 2014 ad:tech Industry Achievement Award, was named to the 2015 Ad Age Women to Watch List, and was awarded the 2015 People’s Choice Webby Award for her Public Service and Activism. Additionally, she proudly founded and chairs the board of Oath’s Charitable Foundation, which is focused on improving the lives of women, girls and underserved youth. In 2017, Allie was named to Business Insider’s list of Top 50 Most Innovative CMO’s, and furthered her commitment to the Tech-Media Industry in joining the Interactive Advertising Bureau (IAB), and proudly serves on their board.

Allie received her B.A. in Corporate Communications from Ithaca College. She is a diehard Boston sports fan despite adopting Phil Jackson’s triangle offense philosophy to create higher performing teams in business.

Bob Lord 2 Bob Lord Chief Digital Officer

Bob Lord, Chief Digital Officer, IBM

Bob Lord 2

Bob Lord is IBM’s first Chief Digital Officer, where he is missioned with unleashing IBM to empower the world – giving business leaders, developers, startups and business partners an unparalleled experience with IBM’s products and services.

Bob leads the company’s Digital Strategy & Platforms, Digital Sales & Routes to Market, Developer Advocacy and Venture Groups, Client Experience, and Independent Software Vendors (ISVs) & Cloud Service Providers (CSPs) solutions.

He has a wealth of experience in leading businesses through transformation, and brings deep technical and marketing expertise to his role. Before joining IBM, Bob was
President of AOL, where he oversaw the company’s unified global advertising operations and previously served as CEO of AOL’s flagship technology group, AOL
Platforms – used by over 2,500 brands and agencies and over 40,000 publishers.

Prior to AOL, Bob was Global CEO of Razorfish, one of the early web design and digital agencies. He held several leadership roles at the company before becoming CEO.

He brought his experience to bear in his book, entitled “Converge: Transforming Business at the Intersection of Marketing and Technology,” available on Amazon or Safari as an aid to transform industries. Bob holds an MBA from Harvard Business School and a BS in engineering from Syracuse University. He serves on the Board for home retailer Williams Sonoma. He also serves on the Board of Screenvision Media, a premier cinema, video and media organization. He is an active member of the TED community and a founding member of The Nantucket Project.

He enjoys biking, surfing, competing in triathlons and spending time with his family.

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Dominik Matyka 2 Dr. Dominik Matyka Chief Advisor

Dr. Dominik Matyka, Chief Advisor, dmexco

Dominik Matyka 2

Dr. Dominik Matyka (35) is a serial entrepreneur with extensive digital experience having founded multiple companies of which he successfully sold three.

He is a board member and chief advisor for dmexco, the world’s leading digital marketing exposition and conference with more than +40.000 yearly attendees, +1.000 exhibitors and speakers like WPP founder Sir Martin Sorrell, Twitter founder and CEO Jack Dorsey or Facebook’s COO Sheryl Sandberg among many more.
In addition to dmexco, he is a founding partner at Cavalry Ventures, a leading Berlin-based venture capital fund, having invested in most innovative companies such as Freighthub (together with Northzone), Rekki (together with Atomico), Caroobi (together with BMW).

As a serial entrepreneur and avid investor in many businesses, he’s also an advisor or board member to many companies. His main expertise is Publishing-, AdTech and MarketingTech. He further has substantive knowledge in Property-, HR- and MedTech. His passion and domain expertise is with marketplaces, SaaS and networks as well as crypto currencies.
Before founding Cavalry and joining dmexco, Dominik co-founded three successful start-ups and was an active business angel with multiple exits. Most notably, Dominik founded and acted as CEO of Plista, a provider of innovative solutions in native advertising and content marketing space, which was eventually sold to WPP Inc. while having a presence in +20 markets and employing several hundred employees.

Before that, he earned a doctorate degree at Technical University of Berlin with studies at the University of Vienna, Cass Business School London and the University of St.Gallen (HSG). Dominik is highly recognized as a successful tech entrepreneur in several prestigious rankings and was a finalist of the EY Entrepreneur of the Year in 2013, ranked multiple times among the most important tech founders and recently got selected Top 100 stars in media and marketing by prestigious W&V magazine.

Dominik is happily married and father of a beautiful son.
In his free-time he enjoys golf, oldtimers, cooking and coaching entrepreneurship.
Among others he is a proud member of YPO.

Nicola Mendelsohn 1 Nicola Mendelsohn VP EMEA

Nicola Mendelsohn, VP EMEA, Facebook

Nicola Mendelsohn 1

Nicola Mendelsohn has over 20 years’ experience in advertising, marketing and technology and was appointed Vice President, EMEA for Facebook in June 2013.

Currently, she is the Co-Chair of the Creative Industries Council alongside Secretaries of State for DCMS and BEIS – a joint forum between the UK creative industries and government. In addition, Nicola is a Director of the Women’s Prize for Fiction, a Non-Executive Director of Diageo, Co-President of Norwood and on the Mayor’s Business Advisory Board.

In 2015 she was awarded a Commander of the British Empire (CBE) for services to the creative industries.

Away from Facebook, Nicola has previously held the role of President of the IPA (the advertising industry trade body) – the first woman president in its 99 year history. She is also a former Trustee of the White Ribbon Alliance, Chairman of Women’s Aid Development Board and former President of the Women in Advertising and Communications London club (WACL).

Mihael Mikek 3 Mihael Mikek Founder & Chief Executive Officer

Mihael Mikek, Founder & Chief Executive Officer, Celtra

Mihael Mikek 3
Auto Draft 245 Rosa Riera VP, Employer Branding and Social Innovation
Siemens AG

Rosa Riera, VP, Employer Branding and Social Innovation, Siemens AG

Auto Draft 245

Rosa Riera serves as VP, Employer Branding and Social Innovation, at Siemens AG. She is currently overseeing the transformation of the Siemens employer brand. She is passionate about the employee experience and about innovative solutions for collaboration in the workplace. Rosa believes that creating the right conditions for talent to thrive will become an ever more pressing concern for ambitious businesses. She sees herself as an HR immigrant, having started her career in communications and marketing and moving into the HR field only recently. Over the past 17 years, Rosa has worked in Siemens’ industry segment and healthcare segment at various locations in Germany and the United States.

Auto Draft 247 Mattia Santin Head of Media Marketing - EMEA

Mattia Santin, Head of Media Marketing - EMEA, Uber

Auto Draft 247

As head of Media Marketing at Uber, Mattia Santin leads the performance marketing and media efforts for Uber across 40+ markets in EMEA and a number of diverse products (Uber Rides, Uber Eats, Uber for Business).

He joined Uber in 2016 and was given the task to build a central performance marketing team to support the growth of the business while elevating the level of sophistication of their marketing initiatives. Mattia oversees a large team of experienced marketers that manage full funnel online and offline media campaigns.

Before joining Uber Mattia spent 10+ years working for fashion and sport retailers (Tommy Hilfiger, Calvin Klein, adidas, Reebok), online pure players and performance marketing consulting. He has experience working with a number of small and large agencies globally as well as building large in-house marketing teams.

Mattia is passionate about growth, building successful teams and tackling organizational challenges (e.g. how to set performance marketing for success within an organization).

Auto Draft 250 Shelley Zalis CEO
The Female Quotient

Shelley Zalis, CEO, The Female Quotient

Auto Draft 250

Shelley Zalis is an internationally-renowned thought leader for advancing equality in the workplace. As the first female chief executive of a company ranked in the research industry’s top 25, she changed the game, helped elevate feminine strengths in the workplace, and has devoted herself to becoming a mentor and role model to women and leaders in her industry.

Today, as CEO of The Female Quotient, Zalis is advancing gender equality across industries and title levels with the Girls’ Lounge: a pop-up experience at conferences across the globe, such as The World Economic Forum, Cannes Lions and the Consumer Electronics Show, as well as within companies. She is also leading initiatives within corporations by activating solutions for change with The Female Quotient’s Equality Bootcamps.

Zalis is an admired speaker and member of the Washington Speakers Bureau, as well as a skilled moderator who has interviewed influencers such as Katie Couric, Halle Berry, Gwyneth Paltrow, Sheryl Sandberg, Arianna Huffington and others on topics related to equality and leadership. Zalis authors a Forbes column that provides inspiration and advice for women looking to rise up into leadership positions from the “messy middle” of middle management. She is the co-founder of #SeeHer, a movement led by the Association of National Advertisers (ANA) to increase the percentage of accurate portrayals of women and girls in advertising and media. Zalis is also on the Board of Directors for MAKERS.

A firm believer in giving back with generosity, Zalis is building her legacy around tapping into the power of collaboration to transform workplace culture so that all people feel like they belong.


09:00 - 10:00

Breakfast and Networking

10:00 - 10:30

Welcome and Opening Remarks

10:35 - 11:00

Feel connected: Fashion embracing Technology by Fashion Fusion

11:00 - 11:30

Customer Experiences in the Age of Assistance

Advancements in mobile and machine learning continue to drive consumer expectations ever higher. Brands need to create faster, more relevant, and assistive experiences to build lasting, valuable relationships with consumers. Matt Bush introduces key trends shaping the future of experiences on digital, and, Jon Diorio shares new innovations from Google.

11:30 - 12:00

Networking Break

12:05 - 12:25

How to Build a Mobile-Always Brand with AI

With 730 million young mobile internet users, China is shaping the future of a more mobile society, and a so-called“mobile-always lifestyle”has become an essential part of everyday life. Moreover, as “Chinese speed” and “Chinese innovation” continue to influence the world, China has also become the perfect testing ground for new “mobile-always” concepts that continue to pose new and exciting challenges for marketers. With extremely fragmented touch points and exceedingly diverted user attention, how does one reach and impact anyone at anytime and anywhere? Learn how Baidu explores new AI marketing practices and creates a “mobile-always” brand by leveraging intelligent interaction and cross-media reach.

12:30 - 12:50

Sparking Conversations with Stories

Siemens recently launched its new employer brand, which is shaped by data and technology. What lies at the new brand’s heart, however, is the experience of the employees. Siemens is focused on sparking conversations among and between its current employees and future prospects, specifically conversations about the future of engineering and the company’s place within it. Rosa Riera shares how Siemens developed its storytelling-based new employer brand strategy and how the company uses such digital technologies as VR and AR to immerse the audience in the world of the Siemens employee.

12:50 - 13:50

Networking Lunch

13:55 - 14:15

Keeping Pace with the Mobile-First Consumer: Innovation Across Devices

Join Facebook’s Nicola Mendelsohn and Nestlé’s Pete Blackshaw for a discussion that will take in changing consumer habits of mobile, and how Stories, video, and messaging are becoming some of the most powerful tools to help brands connect with their customers.

14:20 - 14:40

How Mastering Creative Helps Brands Balance Relevancy with Disruption in the 21st Century

Brands today face challenges from all sides of the digital marketing ecosystem: supplier transparency, viewability, deliverability, measuring incrementality. How, then, can a 21st century marketer expect to measure success? Learn how Uber approaches performance marketing in EMEA and works to improving efficiency and ad effectiveness.

14:45 - 15:05

Bridging the Trust Gap - Why Value Based Brands Win

With an endless flow of sources serving content across OTT devices on a global scale, consumers are growing increasingly wary of what trust means to them. This gap in trust places a huge responsibility on digital marketers to build and maintain an ecosystem of reliable content for consumers, a secure environment for advertisers and a marketplace where publishers are ensured secure delivery methods. Join Oath’s CMO Allie Kline and Shelley Zalis of The Female Quotient for an important conversation on how brands are doubling down on their commitment to brand excellence to gain and maintain consumer trust.

15:10 - 15:40

Networking Break

15:45 - 16:05

Driving Brand Relevance in a Connected World

In a world increasingly filled with voice commands, networked appliances and wearable devices, brand marketers have unprecedented opportunities to reach their audiences in new and innovative ways. Visa’s Kim Kadlec explains how the company is executing cutting-edge marketing strategies – guided by data-driven insights – to better connect stakeholders with an iconic and ever-evolving brand. Discover how to leverage data to create targeted, 360-degree programs, learn about the next generation of branding, and discuss the future of dynamic ads and the impact on relevancy.

16:10 - 16:35

Digital Transformation in the 21st Century

What does it take to transform a business in the 21st century? Bob Lord shares how AI and the cloud can help businesses win in the digital race.

16:35 - 16:45

Closing Remarks

16:45 - 17:45




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