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Fake news, fraud, brand safety breakdowns, measurement chaos, and other examples of supply chain failure—among the biggest issues in our industry—are consistently laid at the doorstep of programmatic technologies and operations.
The sold-out one-day IAB Programmatic Symposium – Be Clear Now: Transparency, Brand Safety, and Growth in an Automated Era convened buyers and sellers to address how we can work together to solve these and other challenges. They helped shape the future of the industry by having their voice heard at more agenda-setting town halls than ever before. These dynamic town halls allowed attendees to take part of conversations that set the industry agenda on transparency, brand safety, and growth. No other industry event boasts this kind of content.
Dennis Buchheim, Senior Vice President, Data & Ad Effectiveness, and General Manager, Data Center of Excellence, IAB, welcomed a full room of senior executives to the IAB Programmatic Symposium in New York City. The new one-day interactive format encouraged attendees’ participation around the theme of “Be Clear Now: Transparency, Brand Safety, and Growth in an Automated Era.”
Buchheim kicked off the day by noting that programmatic technologies and data are truly foundational in digital advertising and marketing today. The Outlook for Data 2017: A Snapshot Into the Evolving Role of Audience Insight released in January showed that programmatic media buying for established and emerging formats is among the top priorities for this year. The Data-Centric Organization: Transforming for the Next Generation of Audience Marketing, a whitepaper from the IAB Data Center of Excellence, the DMA and Winterberry Group, also validates that data is becoming increasingly central in guiding organizations and continues to reshape digital marketing. Yet, there is a crisis of confidence within the industry demanding transparency and brand safety to support continued sustainable growth.
“We are phasing out the term ‘programmatic’ due to its ambiguity,” said Buchheim. Processes need to be clearly defined and platforms better understood in the “post-programmatic” era. Buchheim presented An Evolving Framework for Advertising Automation outlining key processes, platforms, and people to facilitate more meaningful communication among buyers, sellers, and technology vendors, and to support consistent benchmarking, evaluation, negotiation, and activation. The document provides an updated point of view on what digital advertising automation means in 2017 with the full range of processes that can be automated. And Buchheim also emphasized the importance of trust and transparency in an automated era. Feedback on this new framework is welcome via email at [email protected].
PubMatic also announced the release of its Quarterly Mobile Index Report for Q1 2017, which identifies major trends in programmatic mobile advertising. Key highlights include over 50% YOY increases in eCPMs for both mobile header bidding and private marketplaces, along with insights for publishers and media buyers around mobile video and app inventory.
Keynote Michael Barrett, President and CEO, Rubicon Project, talked about “Doing it with the Lights On: The Future of a Well-Lit Marketplace.” The speech from P&G Mark Pritchard, earlier this year at the 2017 IAB Annual Leadership Meeting, was a “wakeup call” sounded to the programmatic industry of its shortcomings. After 10+ years of trial and error, “We need to grow up,” said Barrett. “If we don’t display speed, leadership, and teamwork, others will dictate our standards, new processes, and value.” We need to make changes and understand the true value of technology, automation, data, and targeting – the one-to-one promise of digital advertising fell short in the past, but now we are able to target and infuse campaign with data and more exciting formats. Where to begin? Language is important and so is transparency around auction dynamics, around the ad tech tax, around pricing, and with consumers. Barrett also encouraged all to join TAG (Trustworthy Accountability Group) to take a first step against bad actors. There is a lot of money at stake, nearly 80 percent, or $32.56 billion, of the U.S. digital display dollars will go to programmatic systems this year, according to eMarketer, and automated ad buying market share expected to rise to 84 percent by 2019. For Barrett: “We will have a more transparent market or it will cease to exist.”
Randall Rothenberg, President and CEO, IAB, asked Barrett about brands beginning to force the issues around programmatic. Rothenberg noted that one of the biggest challenges for marketers in understanding programmatic buying and selling is the technical ignorance of the teams who are not fully versed in the supply chain. With some of the recent issues around bad actors and fraudulent ad buys, brands went dark as a flight to safety, but this is not the solution. The combination of the YouTube story with adjacency issues and fake news stories transitioned the debate away from brand safety into consumer safety, which is less of a vague issue – it is the big shift. TAG certification and MRC accreditation are first steps, yet new demands are coming down the pipe – now attribution will be back to the front burner. Barrett also mentioned the industry effort to be more open source in nature. With fewer players and maturation, it is time for cohesive action. Demand for transparency is way too big now to be ignored – if we don’t figure it out ourselves, others will – it goes from pricing to not working with bad actors, sharing that information, and beyond.
In the following morning session about “Now Entering the Post-Programmatic Era,” Buchheim asked Tim Mahlman, President of Platforms, AOL Inc., and Jack Smith, Chief Strategy Officer, [m]PLATFORM, GroupM about how their organizations, as publisher and agency, are reshaping their operations, teams, and marketplace positioning, as well as the areas of least/most progress in transparency and brand safety. For Smith, there has been more complexity as we mature and integrate people, processes, and technologies. Decisioning is the area where he has seen the most progress as we can now take decisions at the time of opportunity and educate more clients. This is not only about transparency, but also about processes and cleaning up the supply chain instead of adding layers. Verification companies happened because we didn’t clean ourselves up. For Mahlman, the least progress was in reporting as each technology vendor or seller has their own reporting. With the merger at AOL happening in a few weeks, the goal is to maximize the success from both companies on the buy and sell side, said Mahlman, taking the best of both assets to build omni channel, first party data, and predictive modeling. Smith said that WPP, GroupM and Xaxis need different skill sets and talents so they are looking in engineering schools or mixing computer science with design and arts, focusing on data strategy and system integration. Transparency and measurement are the most important for GroupM’s Smith who partners with many companies for brand safety efforts.
In the next town hall, Alanna Gombert, Senior Vice President, Technology & Ad operations, IAB, and General Manager, IAB Tech Lab, Jeremy Hlavacek. Vice President, Global Automated Monetization, The Weather Company, and Doug Lauretano, Senior Vice President & General Manager, Media.net, encouraged publishers and advertisers to debate about header bidding and how its rise and evolution impact transparency. They addressed questions whether header bidding reshapes relationships within the supply chain, and what the implications are for transparency; how ad exchanges and other demand sources can prepare their businesses to compete in the new header bidding landscape; and, how a shift or evolution toward server-to-server implementation can impact the transparency that header bidding has forced. The industry executives in the audience participated actively and voiced their diverging point-of-views and challenges. Header bidding’s technology has increased competition for publishers’ inventory. It has created some complexity, but also more fairness and actual revenue going to the provider. Hlavacek said that “It feels like programmatic is in therapy – we are wondering what we did in the past and what we will do in the future…” Change needs to happen. The proliferation of intermediaries has caused some problems and also opportunities. Frustrations are real but reading contracts more closely and doing the mathematics are key. The shakeout will continue and should be positive.
Maggie Mesa, Vice President, Mobile Business Development, OpenX, kicked off the next session by sharing data on how mobile is driving the growth of programmatic. 67% of time spent online is on a mobile device, yet mobile CPMs lower. Mesa presented four pathways to monetize mobile better and increase yield: data enrichment, increased competition and access to unique demand, diversified ad formats, and quality assurance. Mesa was then joined by Kavata Mbondo, Vice President, Digital Revenue Strategy & Operations, Time Inc., and Matt Minoff, Chief Digital Officer, Meredith Corporation to discuss how mobile publishers can increase yields with automation. For Time Inc’s Mbondo, diversified formats are important. Meredith’s Minoff said that there is more advertiser demand for video inventory than there is high quality supply out there. Meredith’s Recipes app is the most sticky but tougher from a monetary standpoint with SDKs and downstream challenges to monetize app vs. mobile web. Mbondo said that “Data is critical” in driving performance – cross-device measurement is a challenge, but it is getting better, and identity is critical in mobile.
Next, were three breakout town halls about transparency, brand safety, and growth, followed by a networking lunch and three workshops on The Connected Consumer; Quality, Brand Safety, and Transparency for Programmatic Video and Connected TV, and Programmatic Radio – It’s Time to Get Smart About Audio. Buchheim summarized the key findings about transparency, brand safety, structure, people, and tools as moving target.
The afternoon session about Emerging Supply Sources: The Growth of Native, Audio, OTT, and DOOH started on Programmatic Native with Tim Sims, VP, Inventory Partnership, The Trade Desk. He described five steps for success in native advertising, adapting to how we are now consuming media. The world of media advertising has changed drastically since the first AT&T clickable banner in 1994: how we buy and sell media is drastically changing and automated purchasing is a big driving force. How we are consuming media and engaging with advertising has also changed with cord cutters, iPads, Apple TVs, mobile phones, and more. Being able to have a conversation and delivering a story is key. We have to think holistically and take the consumer’s perspective, engaging without interrupting their day with an embedded native ad. Sims recommends to do your homework: native assets are flexible, but not all the pages are laid out the same and the ad success depends on how well it blends in the environment. Managing your assets across devices is a main friction point in native. And understanding your data is incredibly important in omnichannel media consumption and buying for optimum ROI. Last, native is largely mobile with projections of 65% smartphones by 2020, mobile is crucial. Engaging and not interrupting is key.
Then Les Hollander, Global Head of Digital Audio Monetization, Spotify, talked about audio as part of the emerging supply sources. Digital audio has been growing: In 2016, there was $1.1 Billion spent in audio advertising making the category significant enough to be tracked by IAB. Mobile audio is particularly a strong revenue driver with $892 mobile audio vs. $205 desktop audio. We know that audio works, said Hollander, quoting a study with Nielsen that shows that audio ads drove a significant increase in brand metrics and brand recall across programmatic audio. Ubiquity allows to connect to users and optimize on the fly, data integration, and innovation with buying across dynamic creative and voice activation. People are looking for unique data integration. Music is a mirror of moods and a proxy for real time behavior. It uniquely reflects who we are, what we’re doing and how we’re feeling through ongoing connectivity. Streaming intelligence helps predict people’s behavior through music. Hollander gave some examples of behavior data used to serve contextually relevant ads such as The North Face waterproof Apex Flex rain jackets with a weather triggered song release appearing in cities where it’s raining. Programmatic audio allows to serve contextually relevant information. “You can close your eyes, but you can’t close your ears” concluded Hollander.
Next, Doug Fleming, Head of Advanced TV, Hulu, took the main stage to talk about connected TV and started by saying that we call it “Advanced TV” at Hulu, and we don’t use the word “programmatic” as it has too much a connotation of desktop inventory. “We look like a linear TV online” and have all the subscription-level data, leveraging the growth of the addressable marketplace. Between 2008 and 2017, everything has been shifting towards OTT in the living room with represents now about 75% of Hulu’s consumption. Mobile is still a growth engine, but desktop is only 9% of the overall Hulu premium video consumption. Data driven targeting and media automation is at the core of Hulu’s offering. Hulu doesn’t discriminate if the buy comes from automated through advanced TV or if it comes from a direct buy – all inventory is available via the automated platform through Hulu’s advanced TV rules of engagement. Hulu has a pod exclusivity rule with only deal ID per client per pod with an agreed upon price. We deliver “safe, fraud free, highly viewable ads primarily consumed on a big screen TV,” said Fleming. With the launch of Hulu Live, Hulu provides more choice and personalization, offering dynamic ad insertion in Live TV, incorporated with overall advanced ubiquity to provide the right message to the right user at the right time.
Programmatic Digital Out of Home (DOOH) has been growing double digits said Cecilia Lang, SVP, Digital Sales, Outfront Media, showing smarter outdoor creative that is scalable with screens communicating with each other. Lang showed some cool outdoor examples with the Samsung Galaxy S8 whale taking over Time Square’s screens and JetBlue combining real-time data with flight tracking data to make New Yorkers “stop and look up.” Dynamic creative is scalable and digital is growing with the ability to blur lines between the physical and the digital world. DOOH is the best media amplifier for search, social, and mobile, said Lang, brands are combining it with social amplification. Canvases are all becoming digital and collecting data allowing for data powered ads such as facial recognition. Art meets science. DOOH offers smart really intelligent creative, the ability to amplify against all media and now it is all powered by data.
Sims asked Fleming, Hollander, and Lang if they considered their business to be emerging channels or the new phase of traditional channels. For Spotify’s Hollander, audio is evolving from one-to-many to a one-to-one medium, re-imagined through data and creativity. The challenge sometimes is when talking to traditional media buyers and planners, their brain is wired in a certain way, thinking one-to-many instead of one-to-one. So, we have to bring them to all the digital possibilities. For Fleming, Hulu is redefining TV with a growing slate of originals: “we are a new TV company with digital sensibility.” DOOH feels really new and fresh to Lang, but we are still telling great stories, just on a different platform. For Hollander, implementing post-delivery verification, providing deeper reporting, firing the ad tag at the end of the spot instead of the middle, and further requirements are all part of the growing pains while developing the platforms. Hulu is bringing more creativity with some rich media look and feel experiences to the living room. And creative is also a huge part of the transition in DOOH.
Next, Katie Fiore, Head of Conversion Optimization, Syzygy, a data-driven performance agency, explains how to use automation to evolve measurement and attribution. Multi-touch attribution is more valid than last touch because last touch is based on recency vs. real value. Fiore shared a case study from a global client to show how to win at attribution. The challenge was to grow the pie, not just the slice and generate incremental transactions. They chose a platform that focused on the incrementality goal and used the cooperative game theory as methodology, similar to Black Jack. Anything above the baseline is incremental. Fiore recommends to educate the publishers first on new methodologies and approaches and to provide access to the data for full visibility and benchmark KPI’s then test and learn the framework. Fiore’s three key strategies were to shift spend to the most incremental placements, to feed the incremental funnel – taking a leap of faith with multi-touch vs. last touch, and to protect incrementality when budgets are cut. Increased conversion while decreasing cost per acquisition and increased upper funnel vs. lower funnel. They scaled through conversion data automation, pre-bid incrementality indices, and dynamic messaging. Key learnings are to never stop validating, find an evangelist or internal champion to convince others and bring them all onboard, while dedicating the right resources.
Neil Richter, Co-Chair, IAB Tech Lab OpenRTB, explains Ads.txt, a simple solution to a complex problem to eliminate the effectiveness of counterfeit inventory and for more digital supply chain transparency. Common fraud scenarios are a complex topic: we are not talking about bots, but about how fraudulent actors get money out of the system through counterfeit inventory, traffic selling and trading, or flat out made for ads sites. Counterfeit inventory is prevalent, yet hard to eliminate, due to transparency issues. Header bidding made it a little more complex, but you need to get curious and take a close look at your data and supply paths, said Richter. Misrepresented inventory is like a fake Rolex, and traffic blending is like Kona coffee blending with a lot of unauthentic coffee instead of pure Kona grains. We are introducing the Ads.txt file of Authorized Digital Sellers in the programmatic supply chain: the file can easily be hosted at the publisher’s website, like robots.txt, and provides a list of authorized sellers.
For the last session of the day about The Future of Transparency: Blockchain, Contracts, and Currency, Alanna Gombert, Senior Vice President, Technology & Ad Operations, IAB, and General Manager, IAB Tech Lab, asked Richard Bush, Chief Product and Technology Officer, NYIAX, to explain their agreement with Nasdaq as the world’s first guaranteed advertising media contract exchange. NYIAX (New York Interactive Advertising Exchange) announced their relationship with Nasdaq in March 2017. NYIAX is a blockchain-enabled media trading platform running in the cloud and powered by Nasdaq. This is the first exchange to be deployed in the cloud and also run on blockchain technology. Blockchain is a secure, synchronized and immutable record of transitions, distributed, ideally decentralized system that can itself also be programmed to trigger transactions automatically. this is a mechanism that enables the transfer of assets between two parties, how they interact and records all transactions. This is a trusted network to transfer things. NYIAX aims to transform ad inventory into standardized and durable securities.
Dennis Buchheim ended the day with some closing remarks on how the digital advertising industry can be explained as –“it’s complicated, it’s disruptive” and we have some things to figure out together. This is our version of automation. Transparency is good in family therapy. We have to be specific on what we communicate and how – with the right tools such as ads.txt, blockchain, and others to help sustain the growth. This is not all doom and gloom, but rather a call-to-action, concluded Buchheim, who invited all attendees to continue the discussions around networking cocktails.
Michael was most recently chief executive officer and president at Millennial Media (NYSE:MM), a leading independent mobile ad technology company. In October 2015 AOL/Verizon acquired Millennial Media in an all cash deal. Previously he has served as president and founder of Ichabod Farm Ventures LLC, a private investment firm he established after working as executive vice president and chief revenue officer of Yahoo.
He earlier worked at Google, where he led integration efforts following the acquisition of Admeld Inc., where he served as CEO. He has also served as executive vice president and chief revenue officer at Fox Interactive Media, as executive vice president of sales and partnerships at AOL Media Networks and in senior sales positions at GeoCities and Disney Online. He majored in economics at The College of the Holy Cross and serves on the boards of MediaMath, MightyTV and The College of the Holy Cross.
He and his wife, Cheryl, have three children, Stephanie, Anne and Christine.
Dennis Buchheim is Senior Vice President and General Manager of the IAB Tech Lab, based in the San Francisco office of IAB. He leads the overall product, engineering, and operations team for this digital advertising industry standards-setting organization, working closely with the IAB Tech Lab Board and membership. He was most recently SVP of Data & Ad Effectiveness, IAB, responsible for the Data Center of Excellence and its work on consumer identifiers, data quality, industry/organization benchmarks, and other tools for data activation and broader automation. In parallel, he ramped the IAB efforts on measurement and attribution.
Dennis has been focused on digital advertising since 2002. Prior to joining IAB and Tech Lab, he was VP of Product Management at Yahoo, responsible for display/video advertising platforms, targeting, measurement and insights, and trust and safety. Dennis joined Yahoo from Microsoft, where he initially supported syndication of advertising and search products, was later promoted as GM of Display Monetization, then took on product management of Microsoft’s ad exchange and ad network, and finally led program management across display advertising. Dennis’ first role in advertising was as GM of Inktomi’s paid inclusion business, which he helped grow after the company was acquired by Yahoo (leading to his first stint with Yahoo), before moving to lead product marketing for Yahoo/Overture partners. Before entering the ad space, Dennis designed and developed consumer and enterprise software products at industry stalwarts Apple and Oracle, led engineering for startup Actioneer, and co-founded and led product management and marketing at iHarvest, which was acquired by Interwoven. Dennis has dual degrees in Computer Science and Business Economics from Brown University.
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.
Doug Fleming is the Head of Advanced TV at Hulu where he is responsible for leading Hulu’s efforts within the emerging advanced television environment and designing and developing Hulu’s digital video offerings.
Previously, Fleming was a programmatic publisher and video strategist at Prohaska Consulting. Prior to that, he was the Vice President of Digital Sales at USA Today Sports Group where he led the East Coast Multimedia Sales team. He also held a role at ESPN as the Director of Audience Sales where he led the newly created private marketplace sales group overseeing ESPN’s Private Ad Exchange Marketplace. In his role, he created and deployed communication strategy to the advertising marketplace in regards to ESPN’s programmatic strategy. In addition, Fleming has worked in various sales and ad operations roles at ESPN and Walt Disney Internet Group.
Alanna Gombert is VP, Technology & Ad Operations, IAB, and Deputy General Manager, IAB Tech Lab.
Before joining IAB, Gombert was CEO of Gombert Consulting, a full service digital media consulting agency and she is Founder and Co-chair for the IAB Programmatic Council.
Prior she was Head of Digital Sales and Strategy at Condé Nast and founder of CatalystDesk, Condé Nast’s digital media trading platform. Gombert joined Condé Nast in March 2013 from Google by way of Admeld, where she ran the trading desk, agency, and demand-side platform relationships and helped grow RTB from an idea to a killer business.
Prior to Admeld, Gombert worked at Right Media, the first online advertising exchange, where she focused on ad selection algorithms and market dynamics. Right Media was acquired by Yahoo in 2007. Her early career included stints with Nielsen, DoubleClick, and the finance world with JP Morgan Chase and Commerzbank. Advertising has allowed her to travel the world, and she has experience in international markets, including EMEA, APAC, and Latin America.
Tim has more than 20 years of online advertising experience living in Asia, Europe and the United States specializing in Digital advertising platforms, data analytics and programmatic exchange based technology. As President of AOL Platforms, Tim’s role is to oversee all of the Demand and Supply Side engineering, product and business divisions that comprises of One DSP, One SSP, OneTV, AdTech, and Convertro.
Tim came to AOL from the acquisition of Vidible where he was the founder. As CEO, he oversaw the Video Content Exchange Platform that streamlined the way video content owners syndicate their content to publishers. While incubating Vidible, Tim was an Entrepreneur in Residence with Greycroft Ventures, advising portfolio companies such as Klout, Livefyre, elicit and Collective Media.
Past experience includes serving as the Vice President of Network Sales at Yahoo! where he was responsible for overseeing the $500M+ performance display advertising division. While at Yahoo!, Tim lead the team to create innovative audience buying strategies, which produced best in class scale and efficiency for Advertiser’s marketing spend. He also guided Yahoo! in growing its non-guaranteed inventory by 4x.
Tim came to Yahoo! through the acquisition of BlueLithium, a leading data-driven performance marketing company where he served as Chief Revenue Officer overseeing the Global business. Tim built the business side of BlueLithium from the ground up and grew the revenue from $100k/month to $4M/month in less than 2 years.
Before joining BlueLithium, Tim was Chief Operating Officer of Winstar Interactive, a premiere site specific representation company that was acquired by Interep. Tim oversaw all day to day business and operations that grew profits by 50% over 2 years. Following the acquisition of CLIQNOW! to 24/7 Media in 1998, where Tim was the Director of Sales, he joined 24/7 Media as US Vice President of Sales and later went on to become the Senior Vice President of APAC, based in Hong Kong.
Tim lives in the Bay Area, with his wife and two daughters.
Kavata Mbondo, vice president of revenue strategy and operations at Time Inc., oversees digital revenue operations, including ad operations, ad product, ad tech, programmatic sales strategy and yield management across more than 25 of Time Inc.’s premium properties.
Kavata was previously vice president of yield management and programmatic strategy, with responsibility for working with Time Inc.’s digital properties to develop optimal inventory and pricing strategies as well as manage and cultivate a booming programmatic business. Kavata began her career in digital advertising in 2006 and has previously worked at CBS Interactive and MTV Networks.
A native of Kenya, Kavata graduated with a B.A. in business with honors from Chestnut Hill College and earned her master’s degree in economics and women’s studies from New York University. Kavata lives in Manhattan with her husband and two children.
Maggie Mesa is Vice President of Mobile Business Development at OpenX, where she heads a team responsible for leading mobile partnerships. Maggie brings over ten years of experience building publisher partnerships and helping publishers to monetize great content to OpenX.
Maggie began her digital advertising career as an Account Executive at Etology and since then has led publisher development teams at AdBrite, Inneractive, and most recently at Manage.com, a DSP and mobile publisher platform.
Matt Minoff is the Chief Digital Officer at Meredith Corporation, where he is responsible for the company’s long-term digital strategy and corporate development of digital advertising products and technology. Matt joined Meredith Digital with the acquisition of Selectable Media in January 2014, where he served as CEO. Before joining Selectable Media, Matt was an investment banker at Allen & Company, where he worked on capital raises and mergers and acquisitions. Prior to Allen & Company, he played professional basketball in Israel and founded the Middle East branch of PeacePlayers International. Matt holds a Bachelor of Arts in Economics from Yale University and resides with his family in New York, NY.
Randall Rothenberg is the president and CEO of Interactive Advertising Bureau, the trade association for interactive marketing in the United States. The IAB represents over 600 leading media, marketing and technology companies. Its members include Google, Yahoo, Microsoft, AOL, The New York Times, Walt Disney Co., NBC Universal, CBS, Cars.com, and scores of other ad-supported digital companies, which are responsible for selling more than 86% of online advertising in the U.S. To support the growth of the interactive advertising and marketing industries, the IAB serves as the industry’s public policy and lobbying organization, market and consumer research center, training and development base, and hub for the development of technical standards and operating best practices. IAB has 45 affiliate associations around the world.
Mr. Rothenberg led IAB from 2007 through 2010, and rejoined the association in March 2011, after a stint as Executive Vice President and Chief Digital Officer of Time Inc. Prior to his IAB role, Mr. Rothenberg was the Senior Director of Intellectual Capital of Booz Allen Hamilton, the international strategy and technology consulting firm, where he oversaw business development, knowledge management, and thought leadership activities, and directed the award-winning business journal strategy+business, Strategy+Business Books, www.strategy-business.com, and other electronic and print publications published by Booz Allen for senior business executives. Previously, he served as the firm’s Chief Marketing Officer.
Prior to Booz Allen, Mr. Rothenberg spent six years at The New York Times, where he was the technology editor and politics editor of the Sunday magazine, the daily advertising columnist, and a media and marketing reporter. For 10 years, he was a marketing and media columnist for Advertising Age. Mr. Rothenberg is the author of Where the Suckers Moon: An Advertising Story (Alfred A. Knopf, 1994), a critically-acclaimed chronicle of the birth, evolution, and death of a single advertising campaign.
Mr. Rothenberg received an undergraduate degree in Classics from Princeton University and currently lives in New York City.
Tim Sims is the Vice President of Inventory Partnerships at The Trade Desk, a global demand-side platform in the $5B real-time bidding industry. In his role at The Trade Desk, Tim leads the company’s strategy and vision to create cutting-edge supply-side collaborations.
Tim also oversees The Trade Desk’s industry-shaping publisher management platform, where advertisers can transact with publishers to buy premium inventory through programmatic channels.
Tim is an adtech veteran, having previously served as director of business development at OpenX, and director of media at Spot Runner.
Tim is a graduate of Vanderbilt University and lives and works in New York City.
Jack is Chief Product Officer, GroupM North America and is responsible for the development of products and services for GroupM and its agencies in both analogue and digital media. He works directly and leads data and technology initiatives with GroupM clients, agencies and other WPP Group operating companies. Jack is also active with GroupM and WPP corporate development on investments and acquisitions.
Prior to his current role, Jack was global Chief Strategy Officer for [m]Platform where had global responsibility for definition, development and integration of platforms and products across programmatic and biddable media.
Previously, Jack was the Chief Product Officer at Simulmedia, an audience targeting ad network for linear television. At Simulmedia, he led the product, technology and intellectual properties strategies for their big data-driven television media and technology products.
Jack also co-founded and was CEO of Solariat, his second start-up. Solariat was a venture backed company that used machine learning and natural language processing to automate customer service and advertising in social media and user conversations. Solariat was sold to Genesys, a leading provider of multi-channel customer experience solutions for over 3,500 customers in 80 countries.
Before Solariat, he founded and ran The MIG (now Xaxis) for WPP Group out of 24/7 Real Media. At the MIG, he conceived and built the ZAP and Zeus platforms to help agencies and advertisers improve the process of planning, buying, trafficking and optimizing digital media advertising campaigns. His work at 24/7 lead directly to the acquisition of 24/7 by WPP in 2007.
Jack holds five patents in artificial intelligence and machine learning for prediction and targeting in natural language processing and media. He serves on the board of the WPP Data Alliance and is Board Member Emeritus of The University of Kentucky College of Communications. (Go Cats!) His writing and speaking has been featured in The New York Times, Newsweek, The New York Post, MediaPost, Business Insider, The Advertising Research Foundation, ANA, EGTA, The Joint Statistical Meetings and others.
Jack is a native of Kentucky and studied Music and Accounting at The University of Kentucky while tutoring Computer Science. In his free time, he takes photographs, collects extinct cameras and builds robots with his kids. He lives in New York with his wife, two daughters and rambunctious hound dog.
IAB releases its updated point of view on what programmatic means in 2017 and emphasizes the importance of trust and transparency in an automated era.
It’s clear that the advertising industry needs to reinvent the mechanics of the supply chain and real-time marketplaces to shed some much-needed light on the business of ad tech. But before we vilify programmatic technologies and ad tech in general, let’s look at how we got here and examine what needs to be done to make the original promise of digital advertising a reality. Hear from Rubicon Project’s CEO, Michael Barrett, on what he believes it will take to achieve radical transparency.
Publishers, agencies, and marketers must adapt to an environment where data and automated tools are the new normal in day-to-day business operations. Hear from an agency and a publisher about how their organizations are re-shaping operations, teams, and marketplace positioning to respond to the centrality of data and technology in the sales and buying processes.
Join your peers in a debate and discussion that will chart the path forward.
Mobile revenues have surpassed their desktop counterparts, and are only expected to grow as a proportion of overall publisher revenue. Unfortunately, most publishers are only able to garner a fraction of the yield on mobile inventory versus desktop. Gain an understanding of how some sellers are monetizing mobile as they navigate the market.
Join your peers in one of three town halls focused on transparency, brand safety, and growth. Curated by industry experts who will frame and guide the conversation, these town halls will not just address the industry’s most pressing issues, they will chart the path to overcome them. Town hall topics will include:
Transparency: How Can Brands and Publishers Facilitate a More Transparent Supply Chain?
Brand Safety: How Can Programmatic be Re-tooled to Ensure Brand Safety?
Growth: How Can Structures, People, Technology, and Tools Enable Continued Growth through Automation?
The Connected Consumer
Consumers are spending more time on connected devices than ever before. This gives advertisers more opportunities to reach them and provides marketers with more data to help understand consumers’ behaviors and interests. At the same time, more data, more devices, and more formats add additional layers of complexity to an already crowded digital advertising landscape. Join the BrightRoll DSP for insights on device usage and adoption, and learn best practices to get the most out of campaigns across devices and formats.
Jessica Haley, Optimization and Innovation, Kepler
Matt Young, Head of Programmatic Field Sales, BrightRoll DSP, Yahoo
Quality, Brand Safety, and Transparency for Programmatic Video and Connected TV
What are the challenges with scalability on OTT and in private marketplaces? What measures for transparency are unique to video? How do broadcasters protect the value of their data, and how do buyers access true premium content programmatically? Join premium media owners and buyers in an interactive discussion specifically focused on video and connected TV.
Dan Callahan, Vice President, Programmatic Sales, Fox Networks Group
Robert Cukierman, Vice President of Strategic Partnerships, Vevo
Caitlin Schell, Supervisor, Advanced TV Strategy & Investment, Denstu-Aegis Network
Moderated by: Ryan Kenney, Vice President, Platform Service, SpotX
Programmatic Radio?! It’s Time To Get Smart About Audio
With today’s advances in Programmatic Direct executions, why not add radio into the marketing mix? Marketers continue to bulk up their DMP partnerships and CRM relationships, often overlooking the number-one medium, in terms of reach, in America: broadcast radio. Join iHeartMedia for an interactive look at the newly unveiled SmartAudio programmatic advertising initiative, which provides brands with even more effective ways to reach audiences by using the scale of broadcast radio and the targeting ability of digital. Leveraging additional features such as real-time triggers like emerging weather patterns and in-game sport scores to first party, social data, audio allows you to get smart.
Ross Geier, SVP, Programmatic Revenue, iHeartMedia
Automation has facilitated inventory monetization of what were considered non-traditional formats. Learn what inventory consolidation means for more sophisticated brand storytelling and how marketers are navigating the issues of brand safety, scalability, measurement, and attribution.
In a series of rapid-fire presentations, you will hear about:
Programmatic tools have provided brands, agencies, and publishers with unprecedented amounts of data about the audiences, channels, and tactics that work best. Learn how buyers are leveraging these insights to either evolve or validate their long-term measurement and attribution strategies over time.
An increasingly complex programmatic supply chain has brought with it a need to rethink transparency and security in the OpenRTB spec. Learn about existing challenges, how OpenRTB 3.0 can create a more authenticated supply chain protocol, and the opportunities this will create for brands and publishers.
Supply chain complexity has created a lack of transparency that threatens trust and liquidity in the programmatic marketplace. Drawing from financial market dynamics, Richard Bush explains the key industry forces that influenced the development of NYIAX’s new approach to exchange functionality.
Media.net is a technology company comprising of 1200+ employees, including 600+ in engineering and product, exclusively focused on developing innovative products that solve problems for publishers. Media.net’s vast product suite leverages a strong foundation of best-in-class contextual targeting and native ad placements and an unmatched capability to unify disparate marketplaces to maximize competition and value for publishers and marketers. Media.net offers exclusive access to Yahoo! Bing’s Contextual Network Audience, a $6B market with unique inventory, allowing publishers premium display to search and native ad formats with strong visibility metrics. Media.net built the industry’s first server-side header bidding platform, maximizing yield with no compromise to the user experience, limiting ad tech on page and putting control back in the publisher’s hand. By market cap, Media.net is one of the Top 5 largest ad tech companies worldwide. By revenue, Media.net is the second largest contextual advertising business worldwide.
SpotX is a video ad serving platform providing media owners with monetization tools for desktop, mobile and connected devices. The platform features modern ad serving and programmatic infrastructure, and other monetization tools, like solutions for OTT and outstream video ad units. SpotX gives publishers the control, transparency and actionable insights needed to understand buyer behavior, manage access and pricing, and maximize revenue. The company is headquartered in Denver, Colorado, and has offices in Amsterdam, Belfast, Hamburg, London, Los Angeles, New York, Paris, San Francisco, Stockholm, Singapore and Sydney. In October 2017, RTL Group, a leader across broadcast, content and digital, will complete its 100% acquisition of SpotX.
BrightRoll is Yahoo’s brand for programmatic advertising technology. The BrightRoll DSP is media-agnostic and provides exclusive access to Yahoo’s wealth of data and insights from one billion users and 165 billion daily data events. BrightRoll’s advanced programmatic technology, coupled with flexible client-service options, empowers advertisers to deliver against complex branding and performance goals.
With over a quarter of a billion monthly listeners in the U.S. and over 85 million social followers, iHeartMedia has the largest reach of any radio or television outlet in America. It serves over 150 markets through 858 owned radio stations, which can be heard on AM/FM, HD digital radio, satellite radio, on the Internet at iHeartRadio.com and on the company’s radio station websites, on the iHeartRadio mobile app, in enhanced auto dashes, on tablets and smartphones, and on gaming consoles. The company’s operations include radio broadcasting, online, mobile, digital and social media, live concerts and events, and more.
Since their inception in 2010 JUICE Mobile’s philosophy is focused on solving the needs of their clients, through the lens of their customers. JUICE is an advertising technology firm with relationships spanning Fortune 500 advertisers, premium publishers, leading exchanges and premier data companies. JUICE is constantly pushing the limits. They leverage the most sophisticated targeting capabilities, work with strategic partners in measurement to provide confidence that mobile investment drives the desired results and are continuously defining the new benchmarks.
Headquartered in Toronto, Canada, JUICE Mobile has offices in New York City, Los Angeles, Chicago, Montreal, Vancouver and Waterloo.
OpenX, the most trusted independent exchange by the world’s largest brands and advertising agencies, supports premium publishers and app developers to unleash the full economic potential of digital advertising. Rated #1 for quality globally, our technology enables publishers and advertisers to achieve optimal value for every ad served across all screens with greater visibility, transparency, and control.
At OpenX, we have built a team that is uniquely experienced in designing and operating high-scale ad marketplaces, and we are constantly on the lookout for thoughtful, creative executors who are as fascinated as we are about finding new ways to apply a blend of market design, technical innovation, operational excellence, and empathetic partner service to the frontiers of digital advertising.
PubMatic is a publisher-focused sell-side platform for an open digital media future. Featuring leading omni-channel revenue automation technology for publishers and enterprise-grade programmatic tools for media buyers, PubMatic’s publisher-first approach enables advertisers to access premium inventory at scale. Processing over ten trillion advertiser bids per month, PubMatic has created a global infrastructure to drive publisher monetization and control over their ad inventory. Since 2006, PubMatic’s focus on data and technology innovation has fueled the rise of the programmatic industry as a whole. Headquartered in Redwood City, California, PubMatic operates 13 offices and six data centers worldwide. For more information, please contact us at [email protected].
Theorem is a full-service digital media and marketing services company that delivers an extensive range of flexible, tailored solutions.
Theorem serves more than 350 leading agencies, publishers, networks, technology providers, and brands. The company works with leaders in all categories of the digital advertising technology landscape, including ad networks, exchanges, demand-side platforms, social and data management platforms, and the technology innovators that fuel online advertising. Theorem underpins the digital program successes of such companies as Salesforce, Hearst, Pandora, and Advance Digital.
Headquartered in NJ, Theorem has offices in NYC, London, India, and the Dominican Republic. Visit www.theoreminc.net for more.
Adslot’s mission is to automate the trading of forward guaranteed display advertising, referred to as automated guaranteed. Our leading technology is a purpose built, global media trading platform. Adslot benefits a global community of media buyers and sellers, including media agencies, publishers and advertisers, by providing trading efficiencies and effectiveness made possible only via technology, and by doing so the basis on which the $80B online display industry will realize its full growth potential. Adslot is a global organization with operations in North America, Europe and Asia Pacific and is headquartered in Australia.
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.
Genius Monkey is a digital advertising technology firm with an advanced full-service marketing platform designed for today’s real-time programmatic advertising, tracking and attribution performance needs. Our media and device agnostic systems are only the base of our performance
Since 2009, Genius Monkey has been developing advertising tools and software for the digital advertising and marketing industry, all while building deep relationships with great partners to bring you the best of the best features that today’s advertising technology has to offer.
Google’s innovative search technologies connect millions of people around the world with information every day. Founded in 1998 by Stanford Ph.D. students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google’s targeted advertising program, which is the largest and fastest growing in the industry, provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. Google is headquartered in Silicon Valley with offices throughout North America, Europe, and Asia. For more information, visit www.google.com.
Grapeshot uses adaptive machine learning algorithms to organize large amounts of data into useful, shareable actions. Grapeshot is integrated with all major programmatic trading marketplaces including AppNexus, MediaMath, Turn, The Trade Desk, Adelphic, AdForm, iPinYou and AOL. Grapeshot receives over 3M QPS, 7T consumer impressions per month, recognizing 100+ languages and deploying segments across 148 countries in 31 languages. Clients include British Airways, Dyson, eBay, Electronic Arts, Experian, IBM, Mazda, Swarovski and Unilever. Grapeshot has offices in Cambridge, London, New York, Chicago, San Francisco, Singapore and Sydney with further expansion planned for China and Germany.
PulsePoint is the leading global authority in programmatic technology, content marketing and health activation.
Our platforms distribute welcome advertising to the right consumers and physicians and create real connections across the internet. Brands turn to PulsePoint to efficiently engage the right audiences at scale while publishers increase yield through actionable insights.
RhythmOne is a technology-enabled digital media company that connects online audiences with brands through premium content across devices. RhythmOne works with digital advertisers, publishers and content providers to offer fully integrated, cross-screen solutions that span desktop and mobile video, rich media, display, social and native advertising, and content formats.
Through its fully integrated programmatic platform, RhythmMax, the Company represents digital advertising inventory across owned, controlled and extended supply sources. The RhythmMax platform includes unique brand safety technology, RhythmGuard, which combines leading third-party verification and proprietary filtering technologies to ensure inventory quality in brand safe environments. For more information, please visit www.rhythmone.com.
Smart AdServer is the independent, flexible ad solutions and monetization platform. Our unique holistic approach gives control back to publishers allowing them to innovate and optimize all their monetization channels across all formats – display, rich media, native and video – and on all screens. With offices in 10 countries and 200 passionate employees, Smart AdServer empowers more than 650 publishers and ad networks worldwide by delivering ads to 30,000 sites and apps, including Genesis Media, Wine Enthusiast, Ozy.com, Clarin, Telcel, SFR, Aufeminin, Amaury Médias, Webedia, and HiMedia.. For more information, please visit smartadserver.com.
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Spanish Broadcasting System
VP of Digital Sales
Farm Journal Media
Director, Client Success
VP/Group Director, Media Technology
Director, Programmatic Advertising
The New York Times
EVP, Managing Partner Digital Investment
Supervisor – Tech Ops – Samsung
VP, US Digital Investment
Amplifi US, Dentsu Aegis Network
Chief Executive Officer
VP, Global Client Services
Founder, Editorial Director
Head of Brand & Agency Development
Programmatic Sales Lead
Director, Yield Management
Charter, Spectrum Reach
VP, Sales Operations
Associate Media Director
Head of Communication
Lead Advertisng Platform Manager
EVP Registry and Commerce
xo group inc
President, Digital & Audience Segment Revenue Strategy
Director, Media Platforms and Operations
Women’s Marketing Inc
Chief Product and Technology Officer
Senior Vice President
Director of Programmatic Supply
VP Programmatic Sales
Fox Networks Group
Manager, Media Technology Standards
Publicis Media, PMX
VP, Ad Operations & Strategy
Senior Director Digital Media
Manager, Integrated Media
Cancer Treatment Centers of America
Key Account Manager
Vice President, Ad Sales
Product Manager, Data and Monetization Platforms
Turner Broadcasting System
VP, Media Planning and Strategy
Simon Property Group
SVP Media & Data
Digital Brand Marketing
VP, Corporate Development
VP, Media Tech Standards
Industry Lead, Programmatic
VP, Strategic Partnerships
Head of US Digital Advertising
SVP, Business Development and Operations
Product Lead, Programmatic Advertising
Chief Financial Officer
Angelica De La Salas
Senior Manager Business Development
The Weather Company, an IBM Business
Sr Director, Platform Demand North America
Chief Technology Officer
VP Account Planning & Investments
Director of Performance Media
Senior Account Director
VP, Publisher Development
US Director Programmatic Sales
Dir., Head od Cards Media
Mintz + Hoke Media Only
Sr. Product Manager
Cox Media Group / Fans1st Media
VP, Media Platforms & Operations
VP of Strategic Accounts
Sr. Director, Product Marketing
VP Digital Strategy
Head of Conversion Optimization
Head of Advanced TV
Head of Marketing
VP of Sales
Senior Strategist, Trading and Optimizations
Sr.Manager Application Support Engineering
Head, Global Marketing
VP, Ad Sales – News Group
Director USA & Australia
Austrian Tourist Office
Sr. Dir, Platform & Programmatic Ops
VP of Partnerships
Horizon Media Inc.
Chief Strategy and Business Development Officer
Senior Business Development Manager
Digital Media Manager
VP, Group Director
Technical Account Director
VP, Technical Solutions
Optimization & Innovation
Director of Traffic Quality Operations
SVP Product & Partnerships
VP, Audience Demand
VP, Global Data Commercialization
VP, Yield and Revenue Optimization
Sr. Customer Success Manager
Head of Global Advertising
Programmatic Ad Sales Manager
VP Global Automized Monetization
The Weather Company
Global Product Lead, Doubleclick
Head of Programmatic
Global Head of Digital Audio Monetization
Director of Analytics
Sr. Director, Digital
SVP, Director of Client Solutions
VP, Head of Product Strategy
Manager, Programmatic Sales
Disney ABC TV Group
Technology Staff Writer
EVP, Media & Data
Global Brand Manager
Senior Account Executive, Paid Media
VP Platform Services
Strategic Partnerships Marketing Coordinator
Associate Manager, Publisher Partnerships
Principal, MarTech Strategist
Integral Ad Science
Director, Digital Advertising
Director Agency Sales Americas
Senior Manager, Committees and Conferences
Association of National Advertisers
Vice President, Global Media
Morgan Digital Ventures
Kyle J. Krakauer
Director, Audience Intelligence
VP Digital Marketing
Womens Marketing Inc
Research & Insights Director
Women’s Marketing, Inc.
Sr Buyer Development Director
Digital Sales Manager
ABC Owned Television Stations
Manager, Ad Tech Systems
21st Century FOX
Shinko Media LLC
SVP, Digital Sales
Senior Director, Media & Digital Strategy
SVP & GM
US Digital Marketing
VP, Digital Strategy and Operations
The Moran Group
Director, Strategic Partnerships
Media Planning & Buying
Marketing Tech Reporter
Marketing Land/Third Door Media
The Media Trust
Ad Tech Solutions Specialist
On Line Comercial Manager
Empresas El Debate S.A. de C.V.
Warner Bros. Digital Media Slaes
Director of Ad Operations
New York Public Radio
Publicis Health Media
Mpire Network (A Tech Mpire Company)
Head of Product Marketing
Women’s Marketing Inc.
Senior Account Executive
President, Publisher Platforms
Group Vice President
VP, Managing Director
Director of Sales
Vice President, Digital Revenue Strategy & Operations
VP, Platform Partnerships
Manager, Brand Marketing & Advertising
Cross Media Strategist
SVP, Director of Digital Trade
Director, Business Development
Head of East Coast Sales
VP, Mobile Business Development
Vice President, Business Development
Global Strategy Lead
Chief Digital Officer
VP, Data Architecture and Platforms
VP Acocunt Director Integrated Media
Senior Director, Revenue Operations
Chief Strategy Officer, Programmatic
Omnicom Media Group
Associate Director, Programmatic
Lead Data Analyst
Director of Business Development
Director of Sales Planning
VP Digital Business Operations
Dentsu Aegis Network
Sr. Director, Global Partnerships
Johnson & Johnson
Lead – Amazon Brand Safety
Director, Digital Sales Strategy
Comcast Media 360
EVP, Corporate Development & Strategy
Director, Digital Analytics
Digital Marketing Manager
Senior Director, Business Development & Strategic Partnerships
Global Brand Marketing
Dir, Brand Strategy & Partnerships
Crush & Lovley
Senior Director of Programmatic
Assoc Manager – Demand Partnerships
Director of Enterprise Sales
Digital Terms and Conditions Supervisor
CEO & Principal
VP, Global Supply Strategy and Quality
Partner, Ad Operations
Senior Director, Optimization Strategy
Technical Campaign Manager
VP, East Coast
DSP Partnership Manager Americas
Senior Director of Integrated Media, Digital
Advertising Manager, The Americas
Lufthansa German Airlines
IAB Tech Lab
SVP Director international media
Vice President, Audience Platforms
Dentsu Aegis Network, Amplifi US
SVP, Sales, Operations and Development
Univision Communications Inc.
Media Director, Pharmaceuticals
Director of Platforms
VP, Digital Media Activation
Nexstar Media Group
VP, Strategic Pricing and Yield Management
Head of Sales
Media Sales Director
Executive VicePresident of Programming
Supervisor, Advanced TV Strategy
Manager Interactive Communications
VP, Tech Assurance
BPA Worldwide – ICompli
Senior Digital Media Specialist
VP, Digital and Programmatic Sales
Director, Corporate Strategy
Senior Director, Brand Solutions
VP Business Development
Director, Digital Ad Operations
Sr. Manager, Marketing
VP, Ad Tech Solutions
VP, Associate Managing Director
Social Media Strategist
VP of Inventory Partnerships
The Trade Desk
Director Global Sales Systems Strategy & Prod Mgmt
Director, Global Media Activation
Associate Director, Technology & Activation Group
Chief Strategy Officer
Media Management, Inc.
Senior Director, Revenue Management
VP Sales, Americas
Director – Product Management
VP, Global Strategic Accounts
VP Performance Media
Senior Manager, Media Services
Digital Media Director
LoBo & Petrocine
Global Chief Revenue Officer
VP, Partner, Account Services
Director, Product Management
Sr Manager Agency Development
Senior Digital Marketing Analyst
Supervisor, Digital Media
VP, Digital Director
Global Head of Ad Tech
The Weather Company, An IBM Business
Director, Programmatic & Direct Advertising
Task & Purpose
Sr. Partner, Sr. Director, Digital Investment
Sr Dir Media Value Strategy
Vice President, Digital Sales East
Manager, Third Party Platforms
SVP, Ad Operations
Head of Programmatic Advertising
Vice President Programmatic
Director of Digital Business Development
MNI Targeted Media, Inc.
Sr. Manager Programmatic Sales
Co-Founder, SVP OPEN Partnerships
Director of Event Marketing
VP & Co-founder
VP, Digital Marketing
237 Park Avenue
New York, NY 10016
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