Digiday Programmatic Marketing Summit

Join us as we welcome everyone and open the summit by going over key trends and challenges in the industry.

Google has postponed its third-party cookie deprecation plan yet again, and privacy regulators’ dissatisfaction with its post-cookie Privacy Sandbox proposals reportedly is part of the reason why. In this session, learn about the ins and outs of Google’s set of cookieless solutions and to what extent they’re gaining support among advertisers.

When you think of programmatic we need to think of it as a maturing media channel. We are no longer seeing the traditional programmatic ads the industry is accustomed to, but rather sophisticated content. In this session, we will dive into how infrastructure changes will support audience demand.

Nico Greco, SVP of Sales at Channel Factory, is joined by Deva Bronson, EVP, Global Head of Brand Assurance, Dentsu, for a discussion on the imperative of intertwining business growth with societal good. Discover strategies for inclusivity, sustainability, and digital safety that enhance brand reputation and advertising effectiveness.

As the industry continues to debate what does and doesn’t qualify as a made-for-advertising, the MFA reckoning has drawn renewed attention to how ad buyers source inventory programmatically. In this session, hear how one agency manages its programmatic supply chain amid the MFA mania.

Over 50% of advertisers are missing the opportunity to reach their audience due to reliance on third-party cookies, campaign performance is at stake. 

As we dive into the next evolution of digital marketing,  AI has become a discerning force, deciphering complex online behavioral patterns in how consumers surf the web and interact online. Being able to sort through huge volumes of data and illuminate connections to ensure the open internet continues to perform and drive measurable outcomes for brands will be crucial.

This keynote aims to enlighten your strategy for the year and beyond, encouraging you to adopt a fresh perspective on how to nurture your marketing funnel.

Will this be the year that the U.S. Congress passes a comprehensive federal privacy law? How are regulators in states like California enforcing their existing privacy laws? Which advertising practices is the U.S. Federal Trade Commission taking aim at now? Find out answers to these questions and more from a privacy expert who helped the FTC understand the innerworkings of programmatic advertising.

Agencies only.
Join this open and honest discussion to delve into the challenges and opportunities in the industry. This discussion will be conducted under Chatham House Rules.

Sandboxes:

4:45 – Cognitiv

4:55 – AdDaptive: Leverage offline data for more accurate, scalable, and transparent campaigns

By invitation only.

Round 1!

The 8-Minute Meetings are designed to help connect agency participants with innovative technology platforms and build valuable business relationships.

Don’t have dinner plans? Join fellow attendees for a lively dinner and drinks. Sign up at the registration desk. Costs are at your own expense

Even as Google once again delays the end of third-party cookie tracking, the effort to shift focus to new programmatic-based marketing models that key on contextual and identity based solutions has taken on a new urgency. Indeed, after decades of relying on third-party cookie based marketing and data, advertiser education around the evolution and efficacy of contextual, as well as new modes of measurement, will be crucial, even if the industry can hit the snooze button on the deprecation of cookies for another year. Will AI play a part in speeding the adoption of the next generation of programmatic, and if so, how?

As companies aim to lower their carbon emissions, one area they should examine is their programmatic spending. In this session, hear how online advertising can contribute to companies’ carbon emissions and what advertisers can do to reduce their programmatic businesses’ carbon footprints.

In today’s ever-evolving digital landscape, consumers’ expectations for seamless and personalized experiences pose a significant challenge for brands striving to maintain relevance and visibility. Achieving success in this environment necessitates a profound understanding of audience interests and behaviors, along with the ability to reach them effectively. In this session, we will explore the strategic use of Amazon Ads to address these challenges. By tapping into Amazon’s rich online and offline purchase data and streaming insights, brands can unlock new opportunities to connect with their target audience. Learn how to leverage Amazon’s diverse properties, including [Amazon.com], Prime Video, Freevee, Thursday Night Football, and Twitch, to effectively engage your audience at scale within the connected home environment.

The recent ANA Programmatic Media Supply Chain Transparency Study concluded that the $88 billion open web programmatic media ecosystem is riddled with as much as $22 billion in waste. That’s 23% of the total open web programmatic media spend that is not even being seen by real people. It’s time for Programmatic 3.0. A new system built on complete transparency where 100% of brand ad dollars go to working media. In order to truly meet clients’ needs, Programmatic 3.0 must also replace its outdated CPM methodology with CPA – offering clients the opportunity to measure their media effectiveness with an entirely new set of performance metrics, ones they choose based on their specific goals. Join Jeff Giacchetti, director, media & advanced advertising at Alchemee (formerly The Proactiv Company), and Matt Wasserlauf, CEO and co-founder, Blockboard, for a discussion on transparency, CPA, and Programmatic 3.0 and learn how brands can ensure that the right people see the right message in the right place to meet their business goals.

Agencies only.
Join this open and honest discussion to delve into the challenges and opportunities in the industry. This discussion will be conducted under Chatham House Rules.

We’ll come up with solutions to some of the key challenges discussed on Day 1.

11:55: Simulmedia

Round 2!
The 8-Minute Meetings are designed to help connect participants with innovative technology platforms and build valuable business relationships.

Don’t have dinner plans? Join other event attendees for a lively dinner and drinks. Digiday has made a reservation for the group. Please note that costs are at your own expense.

The third-party cookie may have received a stay of execution, but that doesn’t mean the work on a cookieless future stops or slows – quite the opposite in fact. What are agencies and their brand partners doing to find audiences and future proof their marketing efforts with new optimization and measurement tools? Are there ways to reverse engineer cookie-based consumer tracking with things like pixel-based methods to provide hyper segmentation? How can first-party data drive the next generation of programmatic marketing? How about location and micro location capabilities to drive privacy safe personalization at scale? The cookie exit seems to have necessitated a lot of innovation to get up to speed with – especially with the latest extension.

Resonate will provide a playbook based on AI powered personalization in a marketplace that requires agencies to succeed during a period of rapid change around privacy, technology, and consumer behavior.

Television has been among the last media channels to adopt programmatic, but as streaming — specifically connected TV — increases its share of streaming ad spend, a growing portion of those dollars are being spent programmatically. In this session, hear how one agency is taking advantage of programmatic capabilities for their clients’ streaming ad buys.

The ANA’s Programmatic Media Supply Chain Transparency Report blew the lid off billions of wasted ad dollars. But is it too little, too late? Join Dave Gaines, founder and CEO of Media by Mother, for a discussion about how programmatic advertising on MFA websites led to waste and how first-party data can solve it.

Hear a summary and key takeaways from all of our sessions.