Digiday Programmatic Marketing Summit LIVE
As the world continues to turn amidst an ongoing global pandemic and continued civil unrest, programmatic marketing isn’t slowing down. Marketers are now taking inventory on what has been working the last few months, what hasn’t, and how to keep those top strategies in place as we move toward 2021. Between Google pushing the death of the third-party cookie to 2022 and first-party data strategies becoming more prevalent, there’s a large conversation to be had around audience experience and transparency.
Join us as we walk through how programmatic is being impacted by the new normal.
SENIOR MEDIA EDITOR
With buzzwords like “banner blindness” and “cord cutting” in the back of advertisers’ minds over the last decade, the industry movement in adapting programmatic buying technologies to the way consumers use media today has slowly inched along. But with consumers forced to stay at home, going to online channels for both COVID-19 news as well as entertainment throughout much of 2020, the staggering year-over-year growth in consumption in streaming video, OTT and “snackable” content (like Tik Tok, Twitter, etc.) has opened a new, very scalable realm for programmatic advertisers to reach consumers. In this session Katie Anderson of PMG will discuss the future of OTT programmatic buys.
PROGRAMMATIC MEDIA DIRECTOR
It’s an undeniable fact that identity resolution isn’t a simple feat; it requires complex technological development and proven expertise. And while changes to third-party tracking have been a long time coming, questions understandably remain about the new forms of identity resolution currently in development. For example: How will these developments impact the programmatic ecosystem? How will targeting change? And what should marketers do now to prepare? Join Tim Vanderhook, CEO and Co-Founder of Viant, Adelphic’s parent company, as he explores solutions to a future without cookies.
CEO & CO-FOUNDER OF VIANT
The death of the third-party cookie is fast approaching, and the industry can see the end of the road when it comes to their ability to buy and sell ads that use individualized targeting. Hear how one buyer plans on navigating this new future of advertising.
MANAGING DIRECTOR, PERSONALIZATION DATA & ANALYTICS LEAD, NA
HP is constantly evolving its buying strategies, but this year called for even more innovation in its approach with programmatic and advanced TV buying. In this interview, HP talks to Vevo about how they've adjusted their strategy in a year of staggering CTV growth, and their outlook for 2021.
VP, ADVANCED TV
GLOBAL MEDIA ACTIVATION LEAD
EA’s new model for programmatic in-housing: Programmatic in-housing has been THE trend over the last five years – much discussed, but rarely perfected. Gaming giant EA decided to take a different approach for its programmatic efforts, teaming up with media agency m/SIX to create a global infrastructure and single, worldwide brand/agency team optimized for transparency, efficiency and intelligent integration into EA’s overarching marketing program. In this session, EA and m/SIX provide a look under the hood, using examples from the campaigns behind EA’s blockbuster games to share what they’ve learned including best practices for collaboration, identity management, measurement, data, tech stacks, platforms and planning for the cookieless future.
Missy Pearce Nadler
HEAD OF MEDIA, NA
ELECTRONIC ARTS (EA)
Connected TV promises advertisers the audience coverage they need with the precision and reach they demand. To fully realize the value of this increasingly important media, marketers need a reliable method of tracing the connection between the ads distributed and the real-world impact, such as foot traffic and sales. But not all claims about campaign efficacy are equal. In this session, Adam provides insights to help distinguish between real attribution backed by data and educated guesses while pointing out methods to ensure that your CTV/OTT campaigns get increasingly smarter and more productive.
VICE PRESIDENT, DIGITAL PARTNERSHIPS
Having some challenges? Bring yours to the conversation as we dive into best practices to continue to move forward.
SENIOR NEWS EDITOR
We’ve learned a lot the past 6 months living in worldwide pandemic. As advertisers looked for speed, agility and flexibility in their buys they quickly turned to programmatic. Here’s what we saw brands ask for and what we expect they will need moving forward into a potential second wave. Join this session to learn how brands have navigated and will navigate this storm.
SVP, CLIENT RESULTS
With the enactment of stricter data privacy regulations like GDPR and CCPA, and the decision by most web browsers to sunset the use of third-party cookies, we’re seeing a shift away from third-party audience targeting. As advertisers search for privacy-friendly opportunities to connect with consumers online, there is a revitalized interest in contextual targeting.
In this session, DV’s SVP of Programmatic Sales, Steve Mougis, will host a fireside chat with Initiative’s Blake Laufer, Manager of Digital Partnerships, to discuss how advances in contextual targeting have brought about innovative ways for advertisers to reach consumers in a cookie-less world. We’ll also highlight key findings that bring to light the importance of aligning brand messaging with relevant content in order to drive performance.
SVP, PROGRAMMATIC SALES
MANAGER, PERFORMANCE ACCELERATION
Diversity has been defined as the art of thinking independently together. At GSD&M, diversity & inclusion means a collaboration of race, ethnicity, gender identity, sexual orientation, disability and thought. GSD&M works to grow and nurture a safe environment for their people so that they can fuel and champion a creative environment for ideas. In this session, hear from Duff Stewart in conversation with Seb Joseph about the importance of keeping diversity and inclusion a top priority.
It’s been an eventful year and the surge in streaming is presenting new opportunities for publishers and buyers. With 2021 set to be the year of programmatic OTT, what can content creators and advertisers do to maximize engagement and revenue? What new insights, tools, and technologies can help publishers provide what buyers – and viewers – want to see? Hear from Jordan Linville, Regional VP of Advertiser Solutions at PubMatic, as he brings you best practices and new research to help the audience get more out of programmatic OTT in the year to come.
REGIONAL VP, ADVERTISER SOLUTIONS
With consumer trust in online advertising at a low point, advertisers are coming to terms with some home truths: they neglected to put producers of “big data” – people – at the crux of their approach to harness it. Far too often, advertisers have captured as much as data as they needed to run campaigns without asking whether it was ethically the right thing to be doing. This session looks at what steps advertisers can take to navigate the industry’s ethical minefield responsibly.
SVP, GLOBAL DATA STRATEGY & PARTNERSHIPS
Over the past several years, the out of home industry has transformed itself with the growing footprint of digital screens and embraced programmatic technology, making it more accessible, flexible, and measurable media than ever. Find out the latest on the programmatic capabilities of out of home advertising as we explore why and how to include it as part of your omnichannel strategies.
VICE PRESIDENT, PROGRAMMATIC SALES OPERATIONS
Between brand safety concerns, privacy regulations and the response of media owners to both those issues, it’s no surprise to see that contextual targeting is becoming a popular choice among advertisers looking to run personalized campaigns. Up until now, there have been notable obstacles preventing ads from focusing on the content on the screen, instead of the individual person. Now, there’s a bigger push to more intelligent contextual targeting capabilities. This session will explore how modern contextual advertising builds on the traditional ideals of scale and precision that have long been championed by the online ad industry.
SVP, HEAD OF EXPERIENCE
Join Visa Advertising Solutions and their client Ciceron as they speak about how Visa’s new propensity segments, which leverage the power of predictive modeling applied to Visa’s unparalleled U.S. cardholder universe, helped Ciceron exceed their KPIs and gain new customers for their high end retail client.
DIRECTOR, BUSINESS DEVELOPMENT
VISA ADVERTISING SOLUTIONS
DIRECTOR, MEDIA STRATEGY & PLANNING
DIRECTOR, EMERGING MEDIA & AD SOLUTIONS
SENIOR MARKETING EDITOR
See how programmatic media supported the decennial count of everyone in the US. From reaching everyone and encouraging online survey response (a Census first) to rapidly adapting the campaign in a pandemic environment, join to learn more about the challenges faced and solutions developed to support this unique once every ten years campaign.
PROGRAMMATIC DIGITAL DIRECTOR
SR. DIRECTOR, DIGITAL MARKETING
With more premium video content and access points available than ever before, Connected TV is an opportunity that advertisers cannot ignore. But the world of CTV and the path to access is much more complicated than the days of display. So how do media buyers get ahead of the curve?
Join us for an educational session from our supply path expert, Alex Chatfield, where he will dive into the players in the CTV ecosystem, share key strategies, and discuss how the path to supply is not always paved with clear intentions.
VP, DSP SALES
Over the past ten years, e-commerce market penetration grew from 5% to 15%. Surprisingly, during just the first 8-weeks of the pandemic, the market growth doubled. The industry should be considering the takeaways from this growth as they revise their digital marketing plans for the new year. Hear from a partner at one of the fastest-growing digital marketing agencies in the U.S., as he breaks down the data and trends from the past 12 months and how marketers can use this information to position themselves for the year ahead.
MAX CONNECT MARKETING
The cookieless future means it’s time for brands to rethink the ways they collect and use data to identify, target, and convert consumers. More ownership over data will be necessary to determine how to best connect with consumers and maximize engagement. Publishers have increased reliance on first- and zero-party data for some time. Take a look at some recent Piano research on how brands and agencies are using publisher-like content experiences to bolster direct audience engagement and how we are helping the savviest of brands evolve into this new user-centered internet - with exclusive data, solutions, and experience in driving engagement and conversion.
With the death of the cookie on the horizon, marketers and publishers alike have to rethink how they collect data. Instead of pivoting based on the latest privacy regulation to come down the pike, Hearst’s Jason Dennie believes brands need to create an ecosystem where consumers can opt-in and opt-out of data collection. In this session you’ll hear from Dennie about what Hearst has created as well as how the publishing and content studio has adapted to manage a cookie-less future.
HEAD OF PROGRAMMATIC OPERATIONS
By now, you’re probably tired of trying to plan and launch campaigns in ‘these uncertain times.’ While 2020 has upended plans, slashed budgets, and added immeasurable complexity, it’s time to take back control. Oracle Data Cloud is here to help you navigate through an unprecedented holiday season. We acknowledge that it’s impossible to understand exactly how this season will unfold—no-one can predict the future. But we can provide you with the tools and knowledge that empowers you to advertise with confidence. Oracle Data Cloud’s Mike Williams will be discussing the 5 brand safety tips to help you navigate the 2020 holiday season amid the barrage of back-to-back Zoom meetings and work-from-home-induced lethargy.
MANAGER, CLIENT PARTNERSHIPS
To wrap up the end of the summit, we will run through the top trends we heard throughout 3 days of content.
SENIOR MARKETING EDITOR
[s3mm type=”video” files=”Salesforce_demo.mp4″ titles=”Salesforce Datorama Demo Lounge | DPMS, November 2020″ /]
Datorama helps programmatic teams connect and unify their data, analyze it with Einstein Marketing Insights and get more impact from every investment.
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