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With third-party cookies on their way out, first-party data is being heralded as the savior – but marketers can’t just snap their fingers and take full advantage of their first-party data. A lot of work has to go into building a strong foundation before marketers can reap the benefits. Jon Halvorson, global VP of consumer experience at Mondelēz, has been there – and now he’s here to take you through the process.
Details to come.
Joanna O'Connell, VP and Principal Analyst at Forrester, has been a keen observer of programmatic for more than 10 years. Now, with data-driven digital advertising on the cusp of change, she presents research and updated analysis that will highlight areas marketers and their key partners should focus for 2022 and beyond.
Marketers, publishers and agencies are all building up first-party data assets. But how do groups across the industry collaborate to make that first-party data actionable? This panel will talk about their biggest wins using first-party data, where the industry needs to step up and how these new identity assets can be used today.
CTV is surging. Linear TV is as in demand as ever. And NBCUniversal is creating a cohesive tech stack to bring everything together. President and Chief Business Officer Krishan Bhatia will share NBCUniversal’s vision, its first-party data strategy and industry roadblocks that must be cleared to truly advance TV buying.
In head-to-head comparisons, new innovations in contextual targeting utilizing AI have shown to perform well in comparisons to retargeting. Join this presentation to discover how innovative techniques in contextual advertising are pushing the boundaries, giving marketers a new avenue to reach performance in a privacy-safe environment.
Ad industry leader Brian Lesser discusses changes to the programmatic ecosystem and the emerging best practices around first-party data. Brian will also share his thoughts on the changing TV advertising ecosystem and the state of the industry as a whole.
2021 has been an exceptional year for publicly traded ad tech and marketing tech stocks. Already this year, dozens of companies in these sectors have begun trading publicly via IPO or SPAC – including AppLovin, DoubleVerify, Integral Ad Science, Zeta and Innovid. Meanwhile valuations have steadily increased. In this session, BMO Capital Markets Internet analyst Dan Salmon will share his current view of the advertising landscape and offer insights on the sector from an investment perspective.
Details to come.
In this session, Makan Delrahim, former Assistant Attorney General in the Antitrust Division of the Department of Justice, will discuss emerging trends at the intersection of privacy, regulation and technology. Currently an adjunct lecturer in law at the University of Pennsylviania, Delrahim will provide an overview of current changes in the antitrust enforcement landscape and what marketing industry stakeholders should expect in the coming years.
Digital advertising's measurability has made it catnip to marketers, who have sent online advertising spend up and to the right for more than 20 years. But what does the next decade hold? In this CEO panel, we take out the crystal ball and talk about how the depletion of identity will affect online advertising budgets and the companies helping marketers spend those dollars.
The digital marketing industry’s biggest night! Join us as we crown this year’s AdExchanger Awards winners live on stage. See who takes home the gold, toast the industry, and be inspired. Ticket includes three course, sit-down dinner, open bar, and a guaranteed good time!
Note: Admission not included with conference registration pass. Requires a separate ticket available through your conference registration process.
Marketers are beginning to embrace privacy-safe contextual solutions as an effective alternative to precision targeting. In this session, DoubleVerify’s Steve Mougis will highlight how advances like semantic science are powering sophisticated contextual strategies that go beyond standard keyword lists. He’ll also uncover key findings that bring to light the importance of aligning brand messaging with relevant content in order to drive performance.
As programmatically traded TV advertising doubles year-over-year, the most innovative marketers and media companies are reimagining a $150B global market. But opportunistic middlemen are also siphoning ad spend through value-extracting auctions that erode trust in the programmatic supply chain. Join this session to learn how marketers, publishers, and technology platforms can collaboratively defund the opportunists and build a sustainable programmatic TV marketplace.
Wendy Seltzer, counsel and strategy lead at the World Wide Web Consortium, is tasked with helping advertising industry stakeholders - including advertisers, publishers, ad tech and big tech - get on the same page about emerging standards. In this presentation, she will provide an update on efforts currently underway to align on new methods for post-cookie digital advertising. Attendees will come away with an understanding of how the W3C's Improving Web Advertising Business Group operates, as well as progress being made to vet Google's Privacy Sandbox proposals and related ideas.
Agencies and brands have no shortage of data connectivity options to deploy in preparation for the third-party cookieless future. And, it seems a new ID solution is introduced to the market every week. Hear directly from an agency, alongside Lotame, about how they set up a test for their brand client. We will outline learnings and metrics from a recent campaign that leveraged Lotame’s ID solution. Attend this session to help define your testing strategy, and shape what success looks like for identity-powered audience addressability.
From OTT to ACR to FAST to TAR, the connected TV space isn't simple. But this presentation from training expert Steven Golus cuts through the clutter of CTV, simplifying the complicated landscape of how consumers access content and the different advertising options available when consumers watch the same show seven different ways. A must-see session on CTV.
It wasn’t so long ago that the buying and selling of TV advertising was a largely manual process. Calling individual broadcast networks, even local TV stations, was very much the reality for marketers until recently. The introduction of programmatic has greatly sped up the business of TV advertising and is poised to unlock the linear TV ad budgets that have not yet converted to digital. In this panel, we speak to some of the pioneers of programmatic and automation in the TV space about the journey it took to get to where we are today and what the future may hold.
There’s been a lot of talk about what will replace third-party cookies from a targeting perspective. But much less has been said about the all-important topic of measurement in a post-cookie world. Join Angelina Eng, VP of measurement and attribution at the IAB, for an incisive presentation on best practices for handling measurement when third-party tracking cookies are no longer available.
Details to come.
As Chrome readies its phaseout of third-party cookies, preserving targeting and measurement practices is key. Some advertisers are looking for replacements to maintain current one-to-one capabilities, while others are seeking more privacy-forward practices.
The majority, however, are doing both.
Join Lauren Fisher, EVP of Business Intelligence at Advertiser Perceptions for a fast-paced presentation on advertisers’ readiness for these and other identity-driven changes. She’ll discuss how they are preparing and planning to future-proof their identity strategies in 2022 and beyond.
With the disappearance of third-party identifiers, marketers are investing in building direct connections to customers. This session will examine how first-party data can help marketers leapfrog the cookieless minefield, power AI data models and enable full-funnel attribution in the evolving advertising ecosystem.
China’s digital advertising market is increasingly intermingled with the US and European regions. In this session, Hylink Managing Partner Humphrey Ho will offer takeaways for US marketers, focused on emerging audience targeting strategies in China, best practices in AI and more.
If you have technical questions about the inner workings of the mobile app ecosystem, then Eric Seufert, mobile strategist and editor of Mobile Dev Memo, is your man. Throughout Apple’s bumpy rollout of AppTrackingTransparency with iOS 14.5 to the inner workings of the Facebook ad machine, he keeps his finger directly on the beating pulse of the app world. In this can’t-miss session, Eric will lay it all out for you, so come prepared to take notes.
To safeguard from external changes and oncoming privacy regulation, advertisers and publishers need to build closer relationships. Bridging the gap between the buy and sell-side with the right tools will protect user privacy and revenue. This session will explore the steps that advertisers and publishers should take to ensure they have a sustainable, long-term data strategy.
Cookies and MAIDs are vanishing, and all eyes are on emerging cookieless identity solutions. Join PCH Media and a group of industry publishing, brand and advertising insiders as we consider key questions about the future of digital advertising: What shared values are needed to assure a sustainable future? How do we embrace time-tested first-party data strategies and operational practices? What exactly are the components of a sustainable data-driven marketing strategy? We’ll debate these essential considerations and more as we envision our collective future.
Google's extended deadline for the sunsetting of third-party cookies creates an opportunity for marketers to get the most out of the remaining time with them. As the industry transitions away from third-party cookies, here's how to make the most of what you have while still being prepared for their inevitable end.
In this info-packed, data-driven session, eMarketer principal analyst Nicole Perrin shares the firm's latest US programmatic outlook and explores the factors influencing spend across channels, formats and devices through 2023. You’ll learn:
How can we balance privacy and personalization in today’s data deprecated world while driving tangible business outcomes and ROI through programmatic advertising? Join us as we outline targeting strategies and approaches across CTV and beyond that will make the most of your 1st party data while identifying new audiences. Learn how brands are using differentiated capabilities, privacy-forward machine learning and winning predictive targeting strategies that scale in a cookieless world.
Location data has been a powerful tool in the marketer kit for years, but a renewed interest in 'local first' marketing and the looming threats of legislation and policy changes at big tech platforms means understanding & activating against local customer intent needs a very specific strategy to succeed. In this session, Darren Goldie will chart how brands can 'unlock' the value of their location data across every location they operate and set out a path to privacy-friendly use cases for location data in 2022 and beyond.
Once you have a stable of opted-in, trusted relationships with your users, what’s next? How can first-party data be married, matched, modeled and more — all to drive performance and improve measurement? This session will cover how to go from crawl to walk and walk to run in deployment of your first-party data platform.
Taking marketing in house isn’t an easy path — but it will be worthwhile if brands chart their path with intention (and avoid common pitfalls). From hiring talent, choosing tech to creating alignment among different stakeholders, Brian Chap will provide updated guidance and practices for companies that are evaluating the in-housing option or wish to increase their mastery as they take more ownership of their marketing.
The human element of advertising is often lost in the focus on the data/real-time/addressability/etc. side of programmatic. Join Sharethrough’s President Dan Greenberg as he connects results from a new study on video consumption habits to simple tactics and strategies that advertisers can incorporate into their programmatic buying that ultimately improve advertising performance.
Details to come.
'Data clean rooms' aren't just one thing any more. What counts as a "data clean room" (and why you might need one) has evolved dramatically from when Google and Facebook debuted their respective solutions in 2017. In fact, data clean rooms are only one part of a burgeoning ecosystem today. Media companies, ad tech and martech platforms, agencies and marketers can now select from a wide range of technologies and approaches that allow data, insights and marketing activations to flow freely while simultaneously protecting consumer privacy. This session will explain the basic categories of data privacy tech, illustrate common use-cases, and explore where things are headed, leaving attendees with a solid understanding of this evolving and exciting landscape.
Details to come.
Ari Paparo is the ad tech industry's most astute and unfettered observers. In this session he will bring to bear his unique understanding of the technical and business underpinnings of digital advertising, along with his characteristic humor and wit. More details to come.
The “Cookieless Future” is almost here. And with that comes all sorts of challenges -- from the fragmentation of identifiers to the inefficiencies of retrofitted solutions and Private Marketplaces. Join this session as ENGINE Media Exchange (EMX) explores how major brands have overcome these obstacles through Data Connected PMPs – increasing delivery, precision, fidelity and performance by combining proprietary cookieless data and premium direct supply. Don’t miss this inside perspective on what works, what doesn’t and what’s next in cookieless targeting for omnichannel media and CTV.
Roku occupies a special place in the streaming TV landscape. An independent player that has massively expanded its consumer footprint in recent years, the company has charted its own path in the advertising arena – acquiring a DSP (DataXu) along with other assets, integrating with a growing number of technology partners and building advanced solutions for ad buyers. In this session, Scott Rosenberg will discuss the company's work with advertisers.