AGENDA

As marketers shift their TV investments from hand sold reservations to programmatic auctions, they encounter a radically new supply landscape. Virtual MVPDs dominate the category as premium content owners largely sit on the sidelines. And programmatic reselling creates added complexity and risk in an already murky CTV supply chain. Join this session with Jounce Media to gain a data-driven view into the size and shape of the programmatic TV supply landscape.

Linear TV buyers and sellers have operated in a context-first world, using network, show, and episode-level data to home in on their target audiences. Digital media on the other hand have prioritized direct audience buying. As linear and streaming TV become more intertwined, how do publishers and advertisers balance the role of contextual and addressable data to most effectively reach core audiences?

CTV presents a unique opportunity to harness identity in a way never before seen in TV advertising. But the way and extent to which ID should be used for TV still needs to be worked out. How granular do current ad buying systems allow advertisers to get when investing in CTV? Are household-level insights enough, or are there scalable opportunities to reach out to individuals? Also, how granular should advertisers be allowed to get, given the current wariness around how consumer identities are used in digital advertising?

Take some time to check emails, grab a coffee, walk the dog, or even just stretch your legs before we meet back up for our remaining sessions.

CTV is white hot – but that shouldn't blind you to the fact that there are numerous potential privacy pitfalls that could slam the breaks on this growing channel (not to mention fraud and invalid traffic). How do you get consent in a connected TV environment? What about managing consent at the household level? Are regulators going to wake up and start cracking down on IP address targeting? We hate to throw a wet blanket over all the enthusiasm, but it's better to grapple with these issues sooner rather than later. Fatemeh Khatibloo, a VP and principal analyst at Forrester, is here to give you your medicine.

Before digital experts can redefine TV buying, they first have to know how TV buying currently works. In this session, Steven Golus, an independent training consultant who helps traditional media buyers learn about digital, will prep you about everything you need to know about the traditional TV landscape, and how to make sense of its arcane terminology.

Our measurement tools and methods must evolve as quickly as the media landscape, accommodating new delivery and consumption patterns while delivering timely insights on performance KPIs that are most impactful, not just those that are easy to measure. Nowhere is this more dynamic, more timely and important as it is in CTV. 
In this insider conversation, cross-industry experts explore the current gaps and challenges in successfully integrating CTV measurement. Join us to discuss key issues and open questions impacting the ad business as CTV becomes a more prevalent and sought-after piece of the media mix.

Topics include:
•        What measures of success are most impactful in the CTV environment?
•        Where is the industry when it comes to multi-touch attribution, and where are the gaps?
•        What’s the role of first-party data in addressing these issues?
•        What are data sets most vital to a successful CTV strategy? 

Take some time to check emails, grab a coffee, walk the dog, or even just stretch your legs before we meet back up for our remaining sessions.

The most popular, premium content providers on CTV are bringing data and automation to their ad-supported content — but they’re doing so with control and thoughtfulness informed by the mistakes and learnings from the display world. In this small panel, these premium content creators describe the philosophy with which they’re opening up inventory to buyers, how they work with digitally native companies, and how they’re thinking about targeting, measurement and tech across their internet-delivered content.

Brands who already mastered TV advertising have a new challenge—how to bring that same level of success to Connected TV. We’ll share (anonymous) insights from top advertisers who were so successful navigating the switch, they’re hesitant to tip their hands to the competition. 
 
We’ll explore everything you’ll need to know, from the KPIs that define success, to the creative messaging and campaign strategies that will deliver results.

Sandwiched between linear and digital, CTV offers the best of both worlds, but also the worst of both worlds. This panel of agency buyers talks through the biggest pain points in CTV, and what needs to be done to get through its growing pains. How can buyers achieve better transparency? Scale? Efficiency? Fail-proof ad creatives? The stakes are high, as streaming ads become a bigger piece of the advertising pie.

Take some time to check emails, grab a coffee, walk the dog, or even just stretch your legs before we meet back up for our remaining sessions.

Video is now consumed on every device, everywhere. Yet, the majority of ad spend last year - roughly 75% - went to ad running in breaks between programming.  So, it comes as no surprise that the whole of Ad Tech has been focused on in-break. We know that consumer habits are changing - they want less interruption, relevancy and more content - which means we must change how we approach advertising, or risk getting left behind. Join TripleLift for an inside look at the next wave of television advertising, and how ad tech is leading the way. 

Sure, the streaming wars are raging, but Tom Ryan, President and CEO of ViacomCBS Streaming, is calmly helping a storied traditional media company learn the new tricks it needs to succeed. As one of the co-founders of Pluto TV, the free ad-supported streaming service Viacom bought before coming back together with CBS in 2019, Ryan didn’t grow up in the media world – and that’s a good thing, because his perspective is fresh. While everyone is zigging to SVOD, ViacomCBS is zigging toward a hybrid streaming strategy that combines the best of free and paid – and it’s working. Subscribers and engagement are up. How is ViacomCBS doing it? Lean back and tune in to find out.

As marketers increase their CTV budgets to reach a larger, engaged audience, they are also met with creative wear out, fragmentation and measurement challenges. Leaning into and understanding emerging technologies like AI can help brands accelerate their CTV creative and campaign effectiveness and overcome obstacles in the market. Join this session to learn the scope of applicable AI for CTV advertising and how to make AI actionable for your brand today.

Get the latest industry buzz—with a buzz! Grab a drink and join the AdExchanger editors as we close out the day with a live recording of our popular podcast “The Big Story”, which we’re dubbing “The Buzzed Story” for just this one run. Guaranteed to be a laid back and entertaining roundtable discussion on the top news stories and a lively recap of Innovation Labs CTV Day. 

Target, Walmart, CVS, Walgreens, Kroger – retail media ad platforms are the new hotness, especially as third-party cookies go away and the value of first-party data becomes even more paramount. But just because retailers are data rich, doesn’t mean that they won’t face challenges as they enter the media world. Forrester Research Senior Analyst Collin Colburn will explain why the retail media opportunity is popping right now, how advertisers can take advantage, what each major retail media ad platform has to offer and what retailers need to do in order to strengthen their position.

There’s one-click buying on Amazon…and multi-click buying on the Amazon DSP.  As Amazon’s DSP becomes more sophisticated, buyers need to understand the ins and outs of the platform, its strengths and weaknesses and how to intelligently deploy its use. This independent presentation from agency Crossmedia will share what you really need to know about the Amazon DSP as ecommerce becomes a critical pillar for more and more brands.

The past year saw major shifts that affected everything from the way we shop to how we watch television. So what does this mean for marketers looking to stay ahead of the curve? In this panel, SteelHouse will share data, stories, and insights sourced from advertisers on its Performance TV ad platform. Session attendees will learn how online shoppers have changed and how marketing organizations tasked with reaching them are transforming in response.

We know that sitting and staring at a screen for hours can make it more challenging to keep up our energy, creativity and engagement plus keep our bodies comfortable, safe and happy. That’s why we have Lizzy Williamson from Two Minute Moves to ensure that your physical and mental wellbeing is well taken care of throughout the event. Lizzy will be popping on for her world-renowned, bite-size wellness breaks to bust any screen or body fatigue so you can get the most out of the awesome agenda we have in store for you. 

A new type of service journalism has emerged – reviews and recommendations for products, where the publisher gets a cut of sales. As publishers make inroads into the world of content commerce, opportunity (and challenges) abound. In this panel, The Wirecutter, BuzzFeed and Vox Media will share how they’re creating content commerce and working with ecommerce partners. They’ll discuss challenges around measurement, authenticity and how to compete for last click in an increasingly crowded, competitive content commerce market.

For years, the concept of social commerce was synonymous with slapping a buy button onto a social platform. Today, social platforms are becoming deeply woven into the online shopping experience as a place of discovery where the journey begins and, increasingly, as somewhere to seal the deal. Dynamic product catalogs, augmented reality, influencers, virtual try-on – commerce is becoming a native component of social media. In this panel, you’ll get the latest on what’s new, what’s interesting and how to take advantage of the marriage between ecommerce and social commerce.

The maturation of influencer marketing means brands can finally be selective in working with the people who will truly drive performance. In this session, you’ll learn how brands should think about whether and which influencers they should work with. What sort of questions should they ask of prospective influencers before getting into a business engagement? What sort of metrics should they ask for and expect? And how should different verticals think about working with influencers? 

We know that sitting and staring at a screen for hours can make it more challenging to keep up our energy, creativity and engagement plus keep our bodies comfortable, safe and happy. That’s why we have Lizzy Williamson from Two Minute Moves to ensure that your physical and mental wellbeing is well taken care of throughout the event. Lizzy will be popping on for her world-renowned, bite-size wellness breaks to bust any screen or body fatigue so you can get the most out of the awesome agenda we have in store for you. 

Take some time to check emails, grab a coffee, walk the dog, or even just stretch your legs before we meet back up for our remaining sessions.

As opportunities surge around retail and commerce-based advertising, so to does the need for expertise in managing marketing programs across Amazon and a host of other retail media platforms. This session will explore emerging best practices and agency models. 

It’s Santi Proaño’s job to see into the future. As director of Innovation at Ocean Spray’s Lighthouse Incubator, which launched in 2019 to create and test new brands with a focus on health and wellness, Santi brings an entrepreneurial mindset to a large, traditional CPG brand founded more than 90 years ago. And that includes nimbly adapting to the way consumers purchase products today, which is increasingly happening online, even in the grocery sector. In conversation with AdExchanger Executive Editor Zach Rodgers, Santi will share how Ocean Spray is bringing new products to market while keeping an eye on rapidly changing consumer shopping behavior.

Get the latest industry buzz—with a buzz! Grab a drink and join the AdExchanger editors as we close out the day with a live recording of our popular podcast “The Big Story”, which we’re dubbing “The Buzzed Story” for just this one run. Guaranteed to be a laid back and entertaining roundtable discussion on the top news stories and a lively recap of Innovation Labs Commerce Day. 

It’s not news that the end of third-party cookies means the ad industry needs to rethink how it uses data – the question is: How? Complicating matters is the fact that most advertisers will have different starting points on their journey. There’s no easy button for identity. But with a well-defined audience and strategy, advertisers can gird themselves for an uncertain future. Isabelle Baas, managing partner for digital, data and technology strategy at Starcom, will share advice on how to unlock value from first- and second-party data – and she’s do it using real-world examples.

Moving beyond the use of cookies and other universal identifiers has given way to a lot of questions as advertisers begin planning for unknown future. But not to worry! The industry is paving the way for new approaches aimed at helping advertisers continue to reach the people they care about. In this panel, get a fresh perspective around the future of identity and how to use a true portfolio approach to solving this challenge. 

We know that sitting and staring at a screen for hours can make it more challenging to keep up our energy, creativity and engagement plus keep our bodies comfortable, safe and happy. That’s why we have Lizzy Williamson from Two Minute Moves to ensure that your physical and mental wellbeing is well taken care of throughout the event. Lizzy will be popping on for her world-renowned, bite-size wellness breaks to bust any screen or body fatigue so you can get the most out of the awesome agenda we have in store for you. 

Understanding how the replacements for third-party cookies will operate – and what they can and can’t do – ain’t easy. This session, a dialogue between an AdExchanger senior editor and one of the members of the W3C working group tracking these changes, will unpack FloC, or federated learning of cohorts, the Privacy Sandbox proposal that solves for ad prospecting. This presentation will offer clear explanations of complicated concepts you can use to make decisions for your business.

SKAdNetwork is Apple’s new framework for app attribution in iOS 14, and if you’re a developer or you advertise in apps, it behooves you to get familiar with the ins and outs of how it works and what you can do – and also what you’ll no longer be able to do. If you’ve got 12 minutes, then Guido Crego, head of product at Jampp, has you covered with a moderated demo that demystifies the complexities of SKAdNetwork.

Take some time to check emails, grab a coffee, walk the dog, or even just stretch your legs before we meet back up for our remaining sessions.

A large number of data companies, platforms and coalitions are simultaneously developing cookie-replacing tech. These proposed identity solutions hail from a variety of players, including The Trade Desk, Neustar, LiveRamp, Merkle, Lotame, TapAd and others. In this research presentation, eMarketer Principal Analyst Nicole Perrin will assess the emergent offerings and offer a framework for understanding what comes next. 

The ability to identify users is at the foundation of digital advertising. Privacy regulations and technical restrictions have pushed adtech and martech platforms to find new efficient identification solutions for clients. In this educational session, ID5's CEO, Mathieu Roche, will give an overview of the methods available today to help publishers and brands develop a future-proof identity strategy that delivers results for their businesses.

We know that sitting and staring at a screen for hours can make it more challenging to keep up our energy, creativity and engagement plus keep our bodies comfortable, safe and happy. That’s why we have Lizzy Williamson from Two Minute Moves to ensure that your physical and mental wellbeing is well taken care of throughout the event. Lizzy will be popping on for her world-renowned, bite-size wellness breaks to bust any screen or body fatigue so you can get the most out of the awesome agenda we have in store for you. 

The identity puzzle is not only a targeting challenge. It will also strongly impact measurement and, by extension, future ad spending decisions. This panel will assess the future needs of marketers and examine some possible downstream effects on attribution and the media mix. 

So you want to build out a first-party data strategy? This panel of agency leaders will share how they’re helping clients build out their first-party data to prepare for the end of the third-party cookie. They’ll talk about options for marketers who are both rich and poor in their data, best practices around amassing data and activating it, and the problems that will still remain after putting first-party data in place.

With the sun about to set on third-party cookies, a new crop of identifiers is on the rise. Frankly, they’re coming out of the woodwork. Which ones are viable, which ones really are cookieless and which ones are glorified workarounds? This expert panel brings together three perspectives – publisher, buyer and tech provider – to hash out (no email pun intended) the problem.

Global privacy regulations and changes in privacy standards of the browsers has forced the ad industry to rethink the way we do things. For the open and free internet to really thrive in the future, it's not necessarily as simple as just creating another identifier. The consumer really needs to be placed at the center, alongside transparency and trust. Join Seth Forman, Head of Platform Partnerships, as we look at the importance of creating consumer first, consent first solutions for the future.

We know that sitting and staring at a screen for hours can make it more challenging to keep up our energy, creativity and engagement plus keep our bodies comfortable, safe and happy. That’s why we have Lizzy Williamson from Two Minute Moves to ensure that your physical and mental wellbeing is well taken care of throughout the event. Lizzy will be popping on for her world-renowned, bite-size wellness breaks to bust any screen or body fatigue so you can get the most out of the awesome agenda we have in store for you. 

Ad tech is back. Recently, the tech companies in the public markets have shot up to multi-billion dollar valuations. Meanwhile, major TV companies like Roku and Comcast’s FreeWheel have snapped up other ad tech indies to incorporate into their offerings for ad buyers. In this presentation, an investment analyst will take you through why ad tech has gotten hot in the public marketes, the extent to which it’s sustainable, and the strategic acquirers who will likely drive 2021’s M&A environment.

As brands elevate their first-party data strategies, getting to a single customer view is paramount. Hear from executives in the trenches of Identity and find out how brands are: enriching first-party data and augmenting individual profiles to get to better business outcomes; combating fragmentation to avoid multiple profiles for the same person; and preparing for third-party cookie deprecation and IDFA, especially if they’re behind.

Google is charting a ‘privacy-first future.’ Algorithms that buy third-party cookies will be replaced with algorithms that create anonymous groups of people to target. And it won’t use any alternative identifiers. These changes – which include the Privacy Sandbox – are transformative, but what do that actually mean? How will this re-engineering of the open web play out? In this fireside chat, Chetna Bindra, group product manager for trust and privacy at Google, will share Google’s position.

Google’s announcement roots the end of identifiers in the bidstream and a move towards Cohorts. Join David Reischer, product manager at Permutive, for an introduction into the core differences between Google’s approach and Publisher Cohorts built on first-party data — including three action points for navigating what’s to come. Followed by a fireside chat with special guest, Helin Lee, Audience Activation Lead at Vox and VP, Americas at Permutive, Kristy Schafer, on why the future of digital advertising lies in Publisher Cohorts and closer relationships between first-party data owners — advertisers and publishers.  

Get the latest industry buzz—with a buzz! Grab a drink and join the AdExchanger editors as we close out the day with a live recording of our popular podcast “The Big Story”, which we’re dubbing “The Buzzed Story” for just this one run. Guaranteed to be a laid back and entertaining roundtable discussion on the top news stories and a lively recap of Innovation Labs Identity Day.