9:15AM - Q4 TEMPERATURE CHECK: QUALITY, PRICE, AVAILABILITY
Heading into 2017, nearly every agency and many brands already purchase some form of programmatic advertising inventory. Even more publishers employ automated channels for their sales strategy. And still, demand for quality programmatic inventory, especially video, outstrips supply, which means the price advertisers pay for this inventory should continue to rise. At what point will programmatic supply and demand stabilize? As we gear up for Q4, where is programmatic advertising today? What major issues still need to be addressed for this maturing medium? What should advertisers expect heading into Q4 2016 and beyond?
Joe Mandese
Editor-in-Chief, MediaPost
Vincent Bareges
Vice President, Global Automated Monetization, Amnet Group
Jeremy Hlavacek
Vice President, Global Automated Monetization, The Weather Company
Gerry McGoldrick
Chief Digital Officer, Petplan North America
10:00AM KEYNOTE INTERVIEW
Johnny Silberman
Director of Strategy & Innovation, Anheuser-Busch InBev
Tobi Elkin
Editor/Reporter, Real-Time Daily, MediaPost
11:00AM - BLOCKING, FRAUD AND THE BUY-SIDE
Registration link: https://www.mediapost.com/ommaprogrammatic/register/
Without question, the twin forces of ad blocking and ad fraud hover like dark clouds over the horizon of programmatic advertising. Repetitive ads, ads that follow you everywhere, slow loading times, etc. lead consumers to purchase or download ad blockers. Meanwhile, fraud is pervasive, with non-human traffic accounting for a projected 21 percent of programmatic impressions in 2016. Some even say the problem is more widespread than has been reported. Left unchecked, these trends could utterly destroy an otherwise burgeoning economy. What is the buyers’ role in upending these trends? How are they finding clean inventory and shifting spend in and out of different channels? How is it impacting their relationship with clients, in particular.
Ryan Hurley
Director of Performance Marketing, The Archer Group
Mark Howard
Chief Revenue Officer, Forbes
Mike Smith
Senior Vice President Advertising Platforms, Core Audience; Senior Vice President of Revenue Platforms and Operations, Hearst ; Hearst Magazines Digital Media
Mitchell Weinstein
SVP, Director of Ad Operations, IPG Mediabrands
11:45AM - UNBLOCKING THE PATH TO A BETTER BROWSING EXPERIENCE
To be sure, programmatic buying offers retailer marketers a way to expand their marketing efforts beyond search, but it also affords them the opportunity to expand their marketing efforts across every channel. Most sophisticated programmatic campaigns target audiences based on aggregate data, including buying history, search, demonstrated interests, age and other demographic info gleaned from your registration data—all of which can be used to inform or reinforce marketing efforts in other channels. How can marketers use the data at their disposal to better target in-market audiences? What are they learning by combining first, second and third party data, and how do they know they are interpreting it correctly?
Priscilla Aydin
Associate Director, Primary Research & Insights, Annalect Group
12:15PM - BEYOND SEARCH: CAN PROGRAMMATIC LEAD TO OMNICHANNEL MARKETING SUCCESS?
To be sure, programmatic buying offers retailer marketers a way to expand their marketing efforts beyond search, but it also affords them the opportunity to expand their marketing efforts across every channel. Most sophisticated programmatic campaigns target audiences based on aggregate data, including buying history, search, demonstrated interests, age and other demographic info gleaned from your registration data—all of which can be used to inform or reinforce marketing efforts in other channels. How can marketers use the data at their disposal to better target in-market audiences? What are they learning by combining first, second and third party data, and how do they know they are interpreting it correctly?
Dr. Augustine Fou
Digital Consigliere, Marketing Science Consulting Group, Group, Inc.
Andrew Arthur
SVP, Product Lead on Data Partnerships, GfK MRI
David Lau
VP, Media, iCrossing
Evan Magliocca
Brand Marketing Manager, Baesman Insights & Marketing
Erica Schmidt
Executive VP, Managing Director, North America, Cadreon
1:30PM - KEYNOTE INTERVIEW
Kyle Kuklinksi
Director, Marketing Strategy, Customer Acquisition, CarMax
Ross Fadner
Director, Marketing Strategy, Customer Acquisition, MediaPost
2:00PM - PROGRAMMATIC INVENTORY: NEW FORMATS, NEW DAY?
Even though it seems like everyone—including advertisers—, hates banner ads, banners are still by far the most popular ad format traded on exchanges today. However, industry-watchers claim that 2017 is the year programmatic offerings go truly omnichannel, as publishers ramp up the amount of video, rich media, native, Internet radio, OTT and sponsorship inventory available for purchase on exchanges. How does the definition of programmatic change as automated buying migrates to new channels? With some newer channels offering more immersive formats, how can buyers, sellers and their tech partners ensure that the same problems plaguing programmatic display—fraud, viewability, clickbaiting, etc—don’t infect the newer, more expensive inventory?
Karl Spangenberg
SVP, MediaLink
Scott Bender
Global Head, Publisher Strategy & Business Development, Prohaska Consulting
Ashley Evenson
Director, Ciceron Digital Media Group
Jeanniey Mullen
Global Marketing Leader, Mercer
Rich Sobel
SVP, Programs & Services, Publicis Media – Data, Technology and Innovation
3:45PM - THE MEDIA COMMODITY ECONOMY
In June, News Corp CEO Robert Thomson responded to Facebook’s News Feed update (which effectively demoted media content in user feeds), claiming that the social behemoth is undermining media companies’ businesses. He suggested media companies should band together to extend their reach so they can more forcefully compete with the likes of Facebook and Google. What is he suggesting here, that media companies build a competitor to these giants, or rather, that they create a large private exchange or sales consortium that puts them more in control of their ad sales? Either way, haven’t we seen this movie before? What leverage do media companies have on Google and Facebook? Conversely, has the dominance of their platforms turned news and entertainment into mere commodities?
Betsy Frank
Founder & President, Betsy Frank Insights
Kelly Fincham
Assistant Professor of Journalism, Media Studies & Public Relations, Hofstra University
Kavata Mbondo
VP, Revenue Strategy and Operations, Time, Inc.
