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.

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Speakers

  • Dom Blacklock
    HEAD OF DATA DRIVEN STRATEGY
    THE7STARS
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  • Sam Broster
    MANAGING director
    NUFU
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  • Stephen Chester
    director OF MEDIA
    ISBA
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  • Tom Corbett
    GROUP HEAD OF SPONSORSHIP & MEDIA
    BARCLAYS
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  • Daniel Gilbert
    FOUNDER & CEO
    BRAINLABS DIGITAL
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  • Matt McIntyre
    HEAD OF PROGRAMMATIC, EMEA
    ESSENCE GLOBAL
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  • Scott Moorhead
    CEO
    APERTO ONE
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  • Gabriella Neudecker
    HEAD OF MARKETING
    EXPERIAN CONSUMER SERVICES
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  • Fern Potter
    MANAGING PARTNER
    NEO @ OGILVY
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  • Liz Rutgersson
    SVP, HEAD OF MEDIA & PLANNING, Europe
    MERKLE | PERISCOPEIX
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  • Ruben Schreurs
    CEO & MANAGING PARTNER
    DIGITAL DECISIONS
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  • Sam Taylor
    BRAND & COMMERCIAL MARKETING director
    DIRECT LINE
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  • Duane Thompson
    HEAD OF DISPLAY & PROGRAMMATIC
    TOTAL MEDIA
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Agenda

Thursday, November 22

  • 9:00 a.m.
    Breakfast & Networking
  • 9:30 a.m.
    Digiday Challenge Board: Media Buying in the Age of Transparency
    • Jess Davies

      UK EDITOR

      DIGIDAY

  • 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.

    • Tom Corbett

      GROUP HEAD OF SPONSORSHIP & MEDIA

      BARCLAYS

    • Scott Moorhead

      CEO

      APERTO ONE

  • 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.

    • Dom Blacklock

      HEAD OF DATA DRIVEN STRATEGY

      THE7STARS

  • 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.

    • Daniel Gilbert

      FOUNDER & CEO

      BRAINLABS DIGITAL

  • 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.

    • Matt McIntyre

      HEAD OF PROGRAMMATIC, EMEA

      ESSENCE GLOBAL

  • 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.

  • 1:00 p.m.
    Lunch
  • 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.

    Topics are:

    - How to make advertisers pay for transparency

    - The role of agencies in data management

    - Measuring what is right not what is possible

    • Ruben Schreurs

      CEO & MANAGING PARTNER

      DIGITAL DECISIONS

    • Duane Thompson

      HEAD OF DISPLAY & PROGRAMMATIC

      TOTAL MEDIA

  • 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.

    • Fern Potter

      MANAGING PARTNER

      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?

    • Stephen Chester

      DIRECTOR OF MEDIA

      ISBA

    • Sam Taylor

      BRAND & COMMERCIAL MARKETING DIRECTOR

      DIRECT LINE

    • Gabriella Neudecker

      HEAD OF MARKETING

      EXPERIAN CONSUMER SERVICES

    Moderator
    Seb Joseph
  • 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.

    • Seb Joseph

      BRANDS EDITOR, UK

      DIGIDAY

  • 4:40 p.m.
    Happy Hour

Attendees

Etc. Venues
200 Aldersgate
St. Paul's
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

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