In this session...
In an age of infinite possibilities, many advertisers ironically feel like they have less say than ever in their own success in this world of infinite consumer choice, instead finding themselves stuck with everything from inflexible media plans to confusing metrics. Advertisers can’t operate with efficacy in a world of infinite consumer choice if they have their own hands tied behind their backs – and it’s on ad tech partners to raise their standards and do better.
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Time and again, brand and agency executives explain that we’re operating in a world where consumers have near-complete control over what media they consume, when, and how.
The irony is that many advertisers feel like they have less say than ever in their own success in this world of infinite consumer choice, instead finding themselves stuck with everything from inflexible media plans to confusing metrics. Advertisers can’t operate with efficacy in a world of infinite consumer choice if they have their own hands tied behind their backs – and it’s on ad tech partners to raise their standards and do better.
In this panel, moderated by Infillion chief revenue officer and CMO, Laurel Rossi, a group of advertising leaders whose expertise runs the gamut from brands to holding company agencies to independent shops will tackle the question of where their needs are and aren’t being met.
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What You'll Learn from This Session...
- What’s the true difference between efficiency and efficacy in advertising, and where do the two find themselves at odds? How can new tech and AI help advertisers determine the right balance between them?
- Amid the delicate balance of direct and programmatic buying, how do advertisers ensure they “stay human” while still taking advantage of automation’s scale?
- How do advertisers need to advocate for themselves when choosing the tech partners that can potentially bring them the same level of choice and autonomy that their customers have?
- What’s on brands’ “wish lists” from ad tech companies?
