Start your day right with breakfast networking! Join a roundtable discussion with your industry peers (9th floor).

Dive into dynamic discussions at a topic-focused roundtable, where you’ll connect with peers tackling the same trends and challenges in a critical aspect of your job. In this intimate, focused setting, gain real-world insights from data-driven pros, swap success strategies, and walk away with actionable tactics to elevate your game!  

Doors to the main stage open at 8:30 AM.

Badge Pickup: Level 4, Room Ziegfeld

Avoid the lines and arrive early! Pick up your badge, grab your breakfast and network in the Live Exchange before the program kicks off (6th Floor).

Badge Pickup: Level 4, Room Ziegfeld

Clean rooms were supposed to solve data collaboration. Many who built them are still waiting for the return. This session moves past the architecture conversation to examine what clean room deployments are actually delivering, which use cases are generating measurable lift, which are still theoretical, and what separates working implementations from the ones collecting dust.

As AI agents take over discovery, comparison, and purchase, they reshape what intent looks like and destabilize the traditional measure-model-bid loop. Programmatic teams now face distribution shifts, delayed feedback, and a growing gap between platform attribution and real business impact.

This practical workshop offers a playbook for preparing programmatic systems for agent-mediated journeys—covering shifts in auction dynamics and ranking, how to instrument agent journeys without rebuilding the stack, and how to evolve modeling, bidding, and pacing to handle delay, missingness, and uncertainty.

Attendees leave with an agent-readiness worksheet, a worked example mapping biased or delayed labels to optimization guardrails, and concrete changes they can ship next quarter.

Programmatic advertising has gotten very good at measuring performance, but not always at proving that brands received the media they intended to buy. 

This session looks at the gap between what gets declared in the supply chain, what platforms report, and what is actually delivered. David Nyurenberg and Gary Guarnaccia will show why familiar tools like verification, fraud detection, supply path reporting, and inclusion lists are necessary but not enough on their own. More importantly, they’ll lay out a practical framework for defining media quality standards, building independent verification and forensic practices, and putting real accountability into contracts and payment terms. The goal is simple: give buyers a way to stop treating media quality as something they monitor and start treating it as something they can enforce.

Agentic AI is showing up across marketing, operations, and customer experience — and too often, success gets judged on short-term metrics that miss where real value is built. In this session, hear from practitioners on how to design, test, and manage continuously running agents, with examples from commerce, post-purchase experience, and customer support. Leave with a practical framework for evaluating agentic AI on the outcomes that actually matter: retention, lifetime value, and experience consistency.

This workshop provides an overview of what's happening in open-source marketing mix modeling (OS-MMM) and shows you how simple prompts can get GenAI agents to apply OS-MMM to your data. You'll leave with a clearer picture of what OS-MMM is, where it's headed, and how it coalesces with agentic AI to democratize access to advanced marketing measurement.

Marketers are under pressure to prove that media spend is driving real business outcomes, not just impressions. In this session, leaders from Instacart Ads alongside top platform partners and brands will unpack how first-party retail media signals can flow directly into the platforms brands already buy in, turning intent data into closed-loop measurement and giving brands the insights they need to finally prove growth.

Business and tech teams have always needed a translator. AI is starting to become one, helping teams evaluate client potential more accurately, turn ideas into visuals and mocks before a line of code is written, and cut through the back-and-forth that slows real collaboration down.

This session takes a candid look at where the friction still lives, and a little speculation on where it's all headed: as UI gives way to agents, could AI even play a role in something as human as closing a deal?

As retail media budgets increasingly flow offsite and AI agents begin to influence media planning and investment decisions, the quality and transparency of the supply path have never been more important. In this session, hear from Goodway Group's Andrea Kwiatek and Jounce Media's Chris Kane on the ways in which industry transparency initiatives, improved ad tech tooling, and seller-led media planning enable the most sophisticated buyers to deploy programmatic investments with confidence. Leave with a better understanding of how SPO is shaping the programmatic bidstream, driving marketing outcomes, and building buyer confidence in the open internet.

Creator marketing has gone from gut instinct to data infrastructure — and the programmatic industry is paying attention. Jennifer Quigley-Jones built and sold one of the world's fastest-growing influencer agencies and now leads strategy at PMG, where AI and proprietary data are redefining how brands find, activate, and measure creators at scale. In this session, she maps the parallels between creator marketing and programmatic — the platform fragmentation, the measurement gaps, the pressure to prove ROI — and makes the case for what happens when you bring the discipline of programmatic thinking to the creator economy.Creator marketing has gone from gut instinct to data infrastructure — and the programmatic industry is paying attention. Jennifer Quigley-Jones built and sold one of the world's fastest-growing influencer agencies and now leads strategy at PMG, where AI and proprietary data are redefining how brands find, activate, and measure creators at scale. In this session, she maps the parallels between creator marketing and programmatic — the platform fragmentation, the measurement gaps, the pressure to prove ROI — and makes the case for what happens when you bring the discipline of programmatic thinking to the creator economy.

Every intelligence layer you're running through a metered LLM has a cost you're probably not measuring — and a vendor who benefits from you not measuring it. Tech Recipe’s Brian Chap opens his development environment live and walks through the Token Use framework: what AI token consumption actually costs in a programmatic stack, how to control it, and what it looks like to own that infrastructure rather than lease it. The token math is shown in real time. You'll leave with a cloneable GitHub repository and a practical framework for calculating what your AI layer actually costs per campaign decision. No deck. No theory.

Programmatic buying is entering its next era as targeting gets sharper, automation takes on more execution, and accountability is redefined. This session brings together leaders from across the ecosystem—spanning supply, DSP technology, real-time data, and buy-side strategy—for a fast-paced, practical look at how the industry is navigating what comes next. Join this interactive session, where New Rules are introduced live, the audience reacts in real time, and the panel shares their read on what’s actually holding up—and what isn’t.

Virginia Food Group, a high-end snacking brand, built its DTC business on one predictable moment: grandparents gifting snacks to family during the holidays. The harder challenge was reaching those same audiences year-round. In this session, Lydia Pittman, VP of DTC at Virginia Food Group, and Madan Bharadwaj, CEO of M-Squared, walk through how geospatial analysis, MMM and incrementality testing combined to build a causal, full-funnel strategy for expanding beyond the gifting season. They'll also explore a publisher model worth watching: Universal Ads is partnering directly with brands like Virginia Food Group to shape go-to-market strategy. Attendees will leave with a practical framework for using all three measurement models together, and a look at how the right publisher partnership can extend that strategy across the full calendar.

Your dashboard says paid search is crushing it at 30xROAS. It's probably lying to you. Platform attribution hands credit to whatever's easiest to measure, not what's actually driving bottom-line growth. Goop CMO Alexa Ritacco Raff hit this wall and rebuilt how the brand measures marketing across its multi-brand portfolio (goop Beauty, GWYN).

In this interactive, fireside-style deep dive, she'll outline goop's order-level measurement framework anchored in LTV, CAC, and new-customer ROAS, then open the floor for attendees to ask questions and share their attribution headaches.

Marketers have more dashboards, models, and measurement tools than ever before. And yet, there's less clarity about what's actually driving growth. MTA has been squeezed by privacy changes and last-touch logic. Meanwhile, MMM is getting demoted to a media allocation exercise rather than the growth discipline it should be. Boathouse's Chief Strategy Officer, Sonia Chung, argues the fix isn't in picking a side. It's connecting investment, incrementality, customer behaviors, and financial outcomes into one coherent view of growth. Leave this session with a framework for stitching your measurement stack together instead of stacking more tools on top of it. 

Marketers have spent years optimizing media to ROAS, a proxy that measures motion, not results. The same risk sits upstream, in audiences.

Syndicated segments answer one question well: who looks like my buyer. Custom audiences answer a different one: who actually bought. Both are the right tool in the right conditions. The cost shows up when a campaign is built on one and graded on the other.

In this workshop, InMarket's Kayla Jordan walks through the three conditions where that mismatch starts costing real outcomes: when the goal depends on purchase, when the category moves faster than the segment refreshes, and when an agent is optimizing with no human reviewing the buy. You'll leave with a practical framework for choosing between them, and a clear view of what it takes to build an audience on observed purchase behavior.

Because when AI is making the buying decisions for you, the data behind them can't afford to be a guess.

Buyers are walking into RFPs asking for incrementality guarantees. Publishers who can demonstrate — not just assert — that their inventory drives incremental outcomes are closing deals that others lose on price alone. This workshop helps publisher sales and data teams build the measurement narrative and infrastructure to compete on outcomes.

Strong AI starts with good data. The same decisions that affect whether AI is reliable, usable, and scalable, including what data you collect, how you organize and secure it, and what you keep, also have important data privacy implications. Data Privacy and AI Attorney, Daniel B. Rosenzweig, will show how smarter data decisions can support your AI performance, help you navigate legal and governance considerations, reduce operational disruption, and support business objectives. He’ll explain why early mistakes can be difficult and expensive to fix, and how a stronger data foundation can help avoid costly rework later.

Consumer discovery is undergoing its biggest shift since the rise of search. Increasingly, consumers are turning to AI assistants, answer engines, social platforms, and conversational experiences to research products, evaluate options, and make purchase decisions. As AI-generated answers replace traditional lists of links, marketers face a new challenge: understanding where their brands appear, how they're described, and which sources shape the narrative.

In this session, Butler/Till shares early learnings from developing AI visibility frameworks across regulated and non-regulated industries. Attendees will learn how prompt analysis reveals emerging consumer intent, why citations are becoming a new signal of influence, and how AI discoverability is creating new intersections between media, search, content, and measurement.

The session will introduce practical frameworks for measuring visibility in AI-driven environments and discuss how marketers can prepare for a world where the answer, not the website, increasingly creates the first impression.

Key Takeaways
• Why AI is changing the consumer discovery journey
• How prompts reveal emerging audience needs and intent
• Measuring visibility, citations, and share of answer
• How media, search, content, and PR influence discoverability
• A framework marketers can implement immediately

56 million bananas. That’s the minimum number of bananas a retailer would have to sell to make the same profit as $1M in retail media revenue. Retail media networks didn't just explode because of high margins. The real fuel was first-party shopper data and closed-loop measurement that traditional digital channels simply can't match. But as retailers expand beyond their owned-and-operated properties, having valuable data isn't enough to guarantee off-site success.
In this fundamentals session, Michelle Dooley, founder of Catalyst Media Consulting and a Target Roundel founding-team alum, breaks down why retail media commands a premium, how RMNs are extending their footprint across the open web, and where true incremental growth lies.

We'll demystify off-site activation stack mechanics, clarify closed-loop attribution, and show how agencies, brands, and media partners can best leverage retail media. You’ll leave with practical insight into why retail media operates the way it does, what’s fueling growth and what’s holding it back, and how to capture growth across the programmatic ecosystem.

Live Demos pull back the curtain on what today's leading platforms can actually do — live, in-product, no slides. In this hands-on demo format, participating companies walk through real workflows, answer real questions, and show you exactly what's possible inside their platform. If you've ever wondered what the technology looks like when it's actually running your campaigns, optimizing your inventory, or measuring what matters — this is your chance.

Marketing mix modeling is having a renaissance — and the best implementations are closing the loop between long-run channel attribution and near-real-time campaign decisioning. This session examines how brands are integrating MMM outputs into programmatic planning and optimization, and what the infrastructure between your MTA stack and your media agency actually needs to look like.