The new programmatic marketing framework
The guideline to programmatic marketing continues to be rewritten as an inconsistent vaccine rollout will bring a new era to the crisis along with the demise of the third party cookie and other data privacy challenges.
These factors, and many others, are reshaping many aspects of this part of the industry. Hear from experts and analysts on how they’re bracing for these changes and what it means to be competitive in programmatic marketing in this new landscape. What are the hurdles in reaffirming a strong programmatic marketing strategy and where is there opportunity? Explore these topics with us over three days at the Digiday Programmatic Marketing Summit.
There’s a lot of misdirection and BS in ad tech. In this fun and interactive session, we’ll highlight some of the most common areas of misdirection such as, algorithms / optimization, data sharing, pricing, and measurement, what you should be aware of, and how to cut through the noise. After this session you will learn the key areas in which you may experience ad tech BS and how to navigate tricky situations by asking the right questions.
U OF DIGITAL
Welcome to the Digiday Programmatic Marketing Summit. To start this full day of session content, we will first walk through the key trends we are seeing in the programmatic marketing landscape.
IAB recently issued an industry-wide wake-up call for the digital marketing sector to roll-up its sleeves and prepare for the loss of ad tracking, targeting, and potential revenue as third-party cookies and other identifiers go away. As part of its “State of Data” research initiative, the organization found an alarming disconnect between those that believe they are prepared for the change, and concerns they have for future limitations when executing tasks essential to conducting business. Hear from Orchid Richardson, svp of IAB Programmatic+Data Center, as she discusses IAB’s latest findings.
SVP, PROGRAMMATIC & DATA CENTER
With changes in privacy regulations and consumer behavior, particularly CTV’s rise in
popularity, there is a movement away from targeting individual consumers, and toward
targeting and measurement at the household level. The household is a powerful clustered
unit that drives the majority of purchase decisions and anchors brand affinity. Brian Bell,
senior vice president, will break down why the Viant Household ID is one of the most
scalable and sustainable currencies and identifier for the cookieless present and the
Three years ago, brands took a huge risk in beginning to bring a lot of advertising solutions in-house, but what happened? As we continue to navigate out of this pandemic, brands have had to steer a course that encompasses these challenges on top of digital’s quickly shifting landscape. When brands need to turn back to agency partners, is this the end of in-housing? In this session hear from James Bourner, vp, media & partnerships at Jellyfish, and how his brand relationships have changed.
VP, MEDIA & PARTNERSHIPS
“We must prepare for the cookieless future!” If you’re faced with this mandate and are scrambling on what to do, you’re not alone. Join ENGINE Media Exchange (EMX) as we unveil results from a recent ENGINE Insights study focused on how publishers are addressing the emergence of identifiers and alternatives to cookies. If you’re looking to understand what identifiers the market is adopting, how publishers are preparing, how 1st party data is being leveraged in the ecosystem and the elusive “what’s next,” this is a must-attend session.
ENGINE MEDIA EXCHANGE (EMX)
As buyers wrestle with competitors on how to win over new business since the elimination of the third- party cookie, business leaders are making predictions on how to capitalize in this changed marketplace. In this session, hear from Tom Grant, svp of programmatic platforms and operations at Havas on his assessment of the opportunities and challenges among competitors developing ID solutions and what he anticipates will be required to win over new business.
SVP, PROGRAMMATIC PLATFORMS & OPERATIONS
HAVAS MEDIA GROUP
One solution won’t be enough to fill the gap that ATT (App Tracking Transparency on iOS) and the demise of the third-party cookies are leaving in their wake. Not only will you need an addressability solution that operates with or without matched User IDs, but that also optimizes the use of IDs vs. Contextual and Cohorts in real time. Adaptive tracking, including dynamic allocation of targetable audiences and comprehensive addressability management, will be the new normal to stay competitive. René Plug, CBDO at 1plusX, and Carsten Schwecke, CEO of Axel Springer All Media, discuss the most important questions you need to be asking your teams when it comes to a future beyond identity.
CHIEF BUSINESS DEVELOPMENT OFFICER
AXEL SPRINGER ALL MEDIA
Redbox’s more than 40,000 Kiosks make it one of the most visible entertainment brands in the nation, with more retail locations than Starbucks and McDonald’s combined. As consumers change their viewing habits, so has Redbox, growing its digital content offering for its 40 million customers with streaming services and marquee kiosk DVD business. And Redbox further differentiates with a unique loyalty program, Redbox Perks, that currently boasts 39 million members. Join Redbox chief digital and strategy officer Jason Kwong as he gives an inside look at how brands can tap into this massive marketing opportunity harnessing all Redbox touchpoints including retail DOOH, web, mobile, and CTV to reach its unique customer.
CHIEF DIGITAL AND STRATEGY OFFICER
Changes in user identity online do not need to negatively affect your digital campaigns. Panel-based solutions enable advertisers to engage with their customers and optimize campaign tactics based on real-time feedback. Find out how to ensure your paid campaign efforts are cost-efficient and gain insights into your target audience at all stages of the funnel.
The unfortunate events of the past 12 months have catapulted DEI conversations to the forefront within organizations. While the conversations are great, we still have a long way to go in terms of implementing real action. In this live session of the Minority Report Podcast, hosts Kerel Cooper, chief marketing officer at LiveIntent, and Erik Requidan, founder & CEO of Media Tradecraft chat with Elise James DeCruise, chief equity officer and Jazmine Brown, manager of diversity, equity & inclusion at Ad Council about the state of DEI in advertising & marketing, and the role we all play in impacting change.
FOUNDER & CEO
CHIEF MARKETING OFFICER
Elise James DeCruise
CHIEF EQUITY OFFICER
MANAGER, DIVERSITY, EQUITY & INCLUSION
Welcome back to the final day of Digiday’s Programmatic Marketing Summit.
For decades, marketers struggled to reconcile creative impulse with the rapidly expanding universe of technology toolsets and capabilities. The results have been binary – you either end up with the equivalent of computer generated art…or a creative-led process where data and insights are retrofit to support the outcome. Creating a space where these two mindsets can merge seemed relatively unattainable, until now. In this session learn from Natasha Potashnik, svp of data science & media optimization on how to algorithmically and dynamically optimize creative weighting at scale and understand the importance of testing creative to achieve optimal results for your clients.
SVP, DATA SCIENCE & MEDIA OPTIMIZATION
The need for a future-proof solution for brands is here already. While there are multiple solutions that are presented in the market today, its adoption comes with multiple challenges. We deep dive into the evolving identity landscape and the ideal trajectory for brands.
DIRECTOR, PROGRAMMATIC PRODUCT & TECHNOLOGY
Hospitality, leisure, entertainment, manufacturing and transportation are among the industries hardest hit by the pandemic. As vaccinations go up across the country, life is slowly bearing some semblance of normal, and consumer spending is projected to be robust through the rest of 2021, and beyond. In this session, Justin Scarborough, programmatic director at PMG will cover how marketers could leverage programmatic to accelerate their respective recoveries, and the strategies they can employ to stand out amidst heavy competition in the ad marketplace.
Identity disruption is upon us and advertisers are in the thick of it, looking for future-proofed addressability solutions from their agencies and tech providers. What truly viable and scalable replacements for the third-party cookie are already showing promise? What strategies can help brands find new, privacy-friendly opportunities for meaningful consumer engagement? What are the roles that publishers, agencies, data and tech partners should be playing to navigate the new identity landscape?
In this session you’ll hear from Stacy Chan, head of US digital parketplaces at PHD and Michael Allen, rvp, advertiser solutions at PubMatic, who will discuss compelling strategies and concrete paths forward to help advertisers prepare to thrive in the addressable future. Get ready to hear real insights and real-world case examples to inform your strategy in 2021 and beyond.
RVP, ADVERTISER SOLUTIONS
HEAD OF US DIGITAL MARKETPLACES
While our industry has placed greater emphasis around investing in and supporting minority-owned, operated and targeted media companies, our advertising ecosystem is in need of a sustainable infrastructure chain – one that removes legacy barriers to equitable financial opportunity and fair representation of underserved and ethnically diverse suppliers. Brands who have the right tools, information, partners and technology to understand how best to align marketer values with the audiences they need to serve will win. In this session, hear from Jennifer Garcia, multicultural data and science lead at Publicis Media Cultural Quotient explore implicit bias that lives within the programmatic ecosystem and provide some best practices to ensure all stakeholders are accountable to ensuring the right media vendors are considered and not eliminated.
MULTICULTURAL DATA & SCIENCE LEAD
PUBLICIS MEDIA CULTURAL QUOTIENT
As our industry collectively moves toward a digital world with data privacy regulations and a deprecation of cookies, marketers have revitalized their interest in today’s contextual targeting in order to reach relevant audiences. Not only has contextual targeting advanced beyond keywords over the past decade, a recent DV survey showed that 67% of consumers are open to viewing relevant ads from new brands. In this session, DV’s svp, programmatic sales, Steve Mougis, will host a fireside chat with Sarah Koch, vp group director, precision at GroupeConnect to discuss how innovations in contextual targeting and ontology have brought about new opportunities for advertisers to reach consumers in a cookieless world. Together, the two will also highlight key findings that bring to light the importance of aligning brand messaging with relevant content in order to drive campaign performance.
SVP, PROGRAMMATIC SALES
VP GROUP DIRECTOR, PRECISION
As live entertainment begins to return, brands have the opportunity to leverage virtual entertainment in a hybrid environment to interact with consumers. New technology will continue to push the boundaries for virtual experiences and provide interactions that live entertainment cannot. A hybrid event model will continue to evolve and close the gap between the experiences that physical and virtual audiences have. In this session, hear from Jeremy Holley, co-founder of FlyteVu, an entertainment marketing agency that connects brands to consumers via the power of pop culture and purpose.
In recent years, tech giants have committed to a series of changes in a bid to tighten user privacy. They present advertisers with a conundrum and force a move away from their perfect science. While most are unprepared, this cookieless future presents an opportunity for marketers to be more intentional — and less creepy— with their advertising. With clicks, views and visits in the rearview mirror, can “contextual advertising” be an answer? And how can we get more granular and creative than merely placing ads for running shoes on a news article about running? And, as the rate of vaccines continues to improve, how are buyers thinking about contextual targeting, particularly with the industry’s increasing emphasis on data? Join us as Ryan Kelly, Wavemaker’s programmatic practice lead shares insights.
PROGRAMMATIC PRACTICE LEAD
Tune in for the final round-up of the most important themes and trends of the event.
68%Director-level and above
80%Agency & brand leaders
Learn more about lead generation, thought leadership and branding opportunities for this event.