Who Needs Cookies? New Frontiers of Performance Measurement
Nov 10, 2020 / 1:45 PM EST
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Content consumption has skyrocketed during the pandemic and this shows no signs of abating. Concurrently, the rise of consumer privacy protections, the deprecation of cookies, and the introduction of regulations like GDPR and CCPA present challenges for advertisers looking to connect with target audiences.
In this session, DoubleVerify will share insight about consumer behavior and attitudes around ad receptivity, and show how advertisers can tap into new ways of predicting and measuring performance – from contextual targeting to metrics that allow marketers to gauge all aspects of user engagement and creative optimization – all leveraging privacy-friendly data.
Lung Huang is the Head of Growth Solutions for Mars Petcare, making a better world for pets through the evolution of data, science and technology. He is focused on understanding Mars Petcare’s data assets in order to provide the best customer experience based on data and personalization; reducing operational costs and time through data-driven intelligence.
Before moving to his current role , Lung was the global SVP of business development at Merkle. He led all commercial engagements with data partnerships that supported initiatives in people-based marketing on behalf of Merkle and the Dentsu Aegis Network M1 Platform. Prior to joining Merkle in 2017, Lung was the head of strategic partnerships at 84.51° (A Kroger Company), where he managed business development, industry engagement, and media data strategy. He also played a critical global role for dunnhumby, a customer data science company owned by the retailer Tesco, leading the partnership development and commercialization strategy in media, advertising, payments, and analytics. Lung was formerly the vice president of Arbitron Inc. and had his start at Young & Rubicam’s The Media Edge.
Lung’s career has taken him from retailer to agency to brand, garnering him extensive experience in business development, global data privacy, and GDPR compliance.
He earned his BA in Business from the University of Kansas, where he currently sits on the advisory board for the business school. He lives in New York City with his wife, two children, and new puppy Fritzi
Gian LaVecchia is DoubleVerify’s SVP of Brand Partnerships and Advertiser Sales, responsible for revenue strategy, growth and operational leadership across the Americas. Gian has spent his 20+ year career driving digital and mobile transformation in partnership with some of the world’s most recognized brands and agencies, including Digitas, Microsoft, GroupM and, most recently, Teads – where he served as the Head of Agency Development and Partnerships for North America. Gian is a recognized industry thought leader and commentator and has been frequently published and quoted in prominent outlets including AdWeek, AdAge, Fast Company, WIRED and Wall Street Journal, among others. Gian earned his B.A. from Clark University.
Trace Rutland has spent 20+ years at media agencies in various roles in both planning and buying across all media channels. She acted quickly on a fad called digital media and has been chasing that bright shiny object ever since. Jumping to the client side, she oversaw media buying across the Mars portfolio and then moved to Hershey to lead addressable media and technology. Recently, Trace joined Ocean Spray to build and lead a data driven media practice.