Transparency is in the spotlight and advertisers are concerned; marketers are demanding accountability but have realized that they don't have a clear view of where their spend is going and what impact it's having.
Advertisers are focusing on understanding the underlying cost of media inventory and agency support that they purchase. With platform-created walled gardens adding an additional layer of opacity, there is an unprecedented interest in ensuring that media buying is transparent from all angles.
At Digiday Hot Topic: Media Buying in the Age of Transparency, we'll bring together executives from Europe's media planning and buying, agency and brand landscape to challenge the status quo on issues like viewability and verification, measurement and fraud prevention and the all important question of accounting for your media spend.
Submit your information to be contacted about opportunities to sponsor, speak and attend this event and others like it.
Thursday, November 22
9:00 a.m.Breakfast & Networking
9:30 a.m.Digiday Challenge Board: Media Buying in the Age of Transparency
9:45 a.m.Creating Alternatives to the Duopoly
Brand safety and metrics transparency remain top of mind for advertisers, and agencies are on the lookout for alternatives to offer clients, beyond defaulting to Facebook and Google. We'll hear from about the kinds of alternatives that are turning agency and client heads and why.
10:05 a.m.How to Get the Right Partnership, the Role of Transparency & Why That Matters
The assumption is that more transparency will yield better results from media buying and better-quality audiences. The knock-on effect being ROI. However, the real value is in your media agency partnership and until you understand the value, you can’t put a price on what it’s worth. Unpacking the value of transparency in this relationship will ensure that you can remunerate according to value - and that’s why many models don’t work.
This session will discuss the scope of transparency and how you work this into your model with agencies.
GROUP HEAD OF SPONSORSHIP & MEDIA
10:30 a.m.Unpacking the Value of Transparency
Advertisers have made it clear that they require greater transparency in their digital advertising, but transparency comes at a price. Agencies have to adapt their business models to explain to advertisers why it’s worth paying (more) for greater accountability. Explore how agencies can unbundle and disclose fees to continue to accommodate their clients’ needs.
HEAD OF DATA DRIVEN STRATEGY
10:50 a.m.Morning Break
11:10 a.m.Programmatic Decoded: Questions to Ask Ad Tech Vendors
The push for transparency creates an additional layer of accountability in the relationship with tech vendors and despite marketers having a greater role in vendor selection the burden is still on media buyers to ensure brand safety and transparency.
In an ecosystem flooded with vendors, what are the questions that you should be asking programmatic partners as part of due diligence to ensure that media buying remains transparent and brand safe.
FOUNDER & CEO
11:30 a.m.Case Study: Auditing Contracts & Redefining Remuneration Models
The question of transparency and in-housing does not necessarily mean that brands will end up paying less to agencies, but is a means of ensuring accountability in their spend and getting their media in front of the correct audiences.
This case study will look into the process of auditing your media buying contracts and defining new remuneration models in line with performance.
11:50 a.m.Auction Dynamics 101
The challenge around opacity in auction dynamics has re-entered the spotlight as a result of the discussion around bid-caching and despite media buyers’ best efforts at transparency, the goal posts are shifting constantly.
How can media buyers ensure that they stay in the driver’s seat and ensure transparency in auction dynamics.
HEAD OF PROGRAMMATIC, EMEA
12:10 p.m.Town Hall
An open discussion lead by Digiday brands editor, Seb Joseph on some of the themes from the Digiday challenge board.
2:00 p.m.Focus Groups
The afternoon session will switch it up and give you the opportunity to do a deep-dive into some of the emerging technical challenges that are facing media buyers. Part workshop, part interactive discussion, these sessions will give you access to experts to figure out a roadmap for change.
- How to make advertisers pay for transparency
- The role of agencies in data management
- Measuring what is right not what is possible
CEO & MANAGING PARTNER
HEAD OF DISPLAY & PROGRAMMATIC
3:00 p.m.Afternoon Break
3:20 p.m.Direct to Publisher and Accountable Supply Chains
Rapid growth in ad tech has pushed advertisers and agencies further away from publishers and the audiences that they represent with the knock-on effect being additional fees and murkiness in the supply chain.
Disintermediation has arguably led to a loss of power as far as being able to negotiate better rates for client and control over their transactions. Finding ways to connect more directly with publishers (without losing the efficiencies of programmatic transactions) will help agencies take back control over the areas where they create the greatest value.
NEO @ OGILVY
3:40 p.m.Building Relationships & Replacing RFPs
RFPs are a necessary evil for many ad agencies and are still a popular method of procurement. Generally speaking, these processes are focussed on getting the best deal from vendors by lowering costs, and not necessarily looking for the most creative and/or effective solutions.
How can agencies add value to the procurement process whilst acknowledging and reflecting the importance of relationships?
4:00 p.m.How Brands Are Owning Viewability, Ad Fraud and Brand Safety
Ad fraud is still a big problem for the industry and it continues to cost a lot of money – the notion of brand safety is far more nuanced than just appropriateness. What checks and balances can you put in place in order to ensure that you are getting what you pay for?
DIRECTOR OF MEDIA
BRAND & COMMERCIAL MARKETING DIRECTOR
HEAD OF MARKETING
EXPERIAN CONSUMER SERVICES
4:30 p.m.5 Things We've Learned
We’ll summarize the event with the top themes that have emerged through the day's discussion.
BRANDS EDITOR, UK
4:40 p.m.Happy Hour
London, EC1A 4HD
The event was lovely. The sessions were interesting and comforting to see much of the industry feels the same pain points and stressers.
— Director of Content Strategy, HuffPost
I loved the vibe of this event. It was intimate, relaxed, and collegial. Other industry events I have been to are much more formal which makes it difficult to strike up conversations with people.
— VP of Analytics, Momentum Worldwide
Digiday events always offer a incredibly valuable mix of cutting edge content and free flowing networking with the exchange of ideas and opportunities amongst like minded individuals.
— Programmatic Manager, Totaljobs Group
For Speaking Opportunities:
For Sponsorship Opportunities:
Are you an agency executive? You could be eligible for a complimentary VIP pass.
Digiday is committed to facilitating a welcoming and respectful environment for all. Please take a moment to review the Digiday Code of Conduct