Big CPG brands have used a straightforward equation: advertise on TV and sell in stores. Those two imperatives still remain, but now the same brands must expand into new forms of digital advertising, online sales and offline-to-online measurement. In this session, Colgate-Palmolive Programmatic Media Lead Jeff Giachetti will sit down with AdExchanger Sr. Editor James Hercher to discuss what a CPG programmatic practice looks like nowadays, and how it works.

Many ad tech execs are hungry to understand why SaaS software earns delicious valuations and how they can get a taste of that creamy chocolatey goodness. This educational deep dive, led by BrightTower’s Tolman Geffs, probes valuation drivers in digital ad tech + mar tech. SaaS is not always the right answer if that business model would be a force fit for customers, but there are creative ways for digital marketing services to be viewed – and valued – like software. Learn how to construct (and be part of) businesses that create enduring value at strong valuations, even during a recession, which ultimately leads to bigger M&A or IPO outcomes.

Human might not be the first word that comes to mind when you think of ad tech. In this session, learn how a more purposeful, human-centric approach to ad tech can solve for key industry challenges, like fragmentation, and a variety of business challenges, like cross-platform video measurement or campaign reach and frequency management. You’ll have the opportunity to hear directly from agency leaders who have utilized Samsung DSP to turn these powerful human connections into measurable business outcomes for their clients.

Programmatic supply and demand are converging. Case in point: Buyers are starting to work directly with supply-side platforms, and publishers are starting to work directly with demand-side platforms. It’s a weird world – but there’s a reason the two sides are coming together. In this session, Lauren Fisher, GM of business intelligence at Advertiser Perceptions, will explain how the landscape is shifting, demystify why these changes are happening and share tips on what advertisers and publishers can do to stay on top of this trend.

Few things are more influential on people and businesses than weather. It shapes human emotions, decisions and habits – making it a foundational data signal in personalization throughout the consumer journey, beyond just CTR for advertisers and businesses alike. IBM and Adobe come together to shed light on how weather data can offer marketers a valuable perspective on nonobvious factors that drive meaningful business outcomes.

From FAST to AVOD to TAR to ACR, the connected TV space isn’t simple. From measurement and attribution to fraud and viewability, the channel’s still riddled with challenges. Digital advertising consultant Steven Golus cuts through the clutter of CTV, simplifying the complicated landscape where consumers watch the same show seven different ways. He takes us through some of today’s biggest opportunities in CTV – and how to smooth out the bumps. A must-see session on CTV. 

Note: Session registration is required to attend this workshop. It is free to add this session to your registration for conference attendees only.

Are you ready for the ads.txt 1.1. update? It’s coming soon, so get ready and don’t let it sneak up on you. The update includes two new values for publishers to declare in their ads.txt files that will bring more transparency into seller relationships via sellers.json. This will help the industry programmatically validate their ads.txt and sellers.json files. But how does it work, and what do buyers and sellers need to know about the change? Jill Wittkopp, VP of product at the IAB Tech Lab, is on hand to explain the ins and outs.

There’s no denying that inflation is on the rise around the world. And while some industries are more directly affected than others, brands and agencies are faced with an ongoing challenge of continuing to get their message across to consumers in the most cost-effective and impactful way possible. In this fireside chat, verification provider DoubleVerify sits down with Team One’s Vince Lau to see how the agency is activating pre-bid suitability settings for their clients to reduce spend on wasted ad impressions and reinvest those dollars into more effective advertising opportunities.

Data. Creative. Most brands keep them completely separate, leaning on their creative agency to develop the pretty assets and their performance team to launch them. But what happens when someone asks, “How’s the creative working?” Without a feedback loop, integration or accountability between creative and performance teams, there is no real way to answer that question. In this session, learn all about testing creative, using data to justify your creative decisions, developing platform-specific assets and how, together, creative is an instrumental lever in driving down costs. Creative has the power to drive real revenue, conversions and growth, and this session will get into those nuts and bolts in this session led by Goodway Group’s Ellen Jantsch.

To survive in the cookieless future, organizations need a privacy safe strategy to collect, organize, and utilize customer data going forward. In this session, Merkle’s Courtney Trudeau will discuss why a value exchange is needed and how to make it happen.

Although Google has delayed the removal of third-party cookies until 2024, advertisers and publishers are already preparing for a new identity paradigm – and rightfully so. Third-party cookies are already gone from most non-Chrome browsers – such as Safari (~19% browser market share) and Firefox (~4%). Meanwhile, advertisers’ use of third-party cookies continues to decline with a near 10% drop in the second half of 2021. Join Magnite and Everyday Health for a discussion around how publishers can future-proof their identity strategy by deploying and testing alternatives to the third-party cookie.

When it comes to programmatic supply paths, bigger is not always better and multi-hop intermediaries complicate your media investment. Join EMX, Scope3, Jounce Media and Kroger Precision Marketing for an inside look at the benefits of direct supply paths for media investment and the planet. If you’re a marketer or media buyer who cares about making a positive impact (pun intended), join us to learn how you can help power the next generation of programmatic innovation.

When the Supreme Court overturned Roe v. Wade via the Dobbs decision earlier this year, it triggered a massive disconnect on the reproductive rights afforded to women from state to state. Certain services are now legal in some states, but illegal and criminalized in others. This decision has created unique challenges for the digital media industry, where state boundaries are rarely considered when developing campaigns. Challenges include the use of location data, advertising content issues, social justice and dealing with politically motivated enforcement. This session will explore this complex topic from the perspective of advertisers, agencies, media companies and healthcare providers.

Can attention metrics make hard-to-measure environments data-driven? Interest in in-game advertising is booming, and brands are looking to populate video game worlds with ad placements and branded activations that evoke real-world environments. But measuring the impact of ads and sponsored assets in 2D and 3D games carries a unique set of challenges. Joanne Leong, Dentsu’s SVP of global partnerships and head of its Attention Economy initiative, explains what attention metrics can tell advertisers about whether gaming’s highly engaged audiences are truly engaging with in-game ads and beyond.

The rise of predictive analytics has introduced approaches like artificial intelligence (AI) to analyze user data. Where data clean rooms once provided a space for advanced measurement, advertisers can now build out robust reporting workflows directly within media platforms. What does this mean for the future of clean rooms? Hugo Loriot, Partner at global MarTech consultancy 55, dives into the pros and cons of where this technology may be heading.

Did you know carbon emissions generated from digital advertising are about equivalent to carbon emissions from the whole aviation industry? In this session, Sharethrough and GroupM will discuss how digital advertising generates carbon emissions, the type of carbon emissions generated by each part of the digital supply chain and solutions to reduce and achieve ad delivery with net-zero carbon emissions. You will be presented with the latest research from Sharethrough on consumers’ understanding of their digital carbon footprint and how GroupM is working towards decarbonizing their media buying and helping to set standards for the digital ad industry.

Both brands and publishers feel caught in limbo when it comes to identity. Current solutions lack scale and it’s (still) all too easy to run a campaign that sidesteps the signal-loss problem. But not for long. Get actionable tips to build a new identity infrastructure now. Learn what’s worth your time and what to skip. And hear how to raise awareness of the identity problem with business leaders. Hear both the buy-side and sell-side perspectives in a joint presentation led by Hearts & Science Marketing Technology lead Sarah Polli and Gannett’s ad innovation lead and Prebid.org board member Jeff Burkett.

Marketers’ appetites for addressable media and automated buying are growing. At the same time, the TV industry is reckoning with audience fragmentation and rapidly evolving consumer behavior. This advanced TV-focused session will review ad spending trends in connected TV, linear addressable and linear programmatic, followed by a discussion of disruptive forces in the streaming space, including changes to the data privacy landscape.

Simpli.fi teamed up with Venus et Fleur to increase sales and measure ROAS with precise location-based targeting, custom addressable solutions, and social display creative. Attend this session to learn the steps you can take to increase sales and the lessons learned along the way.

From Apple’s IDFA to third-party cookies, the marketing and advertising industry is undergoing considerable shifts that are impacting marketers’ traditional tactics. Join InMarket’s Tom Mitchel, VP of sales, as he discusses the impact of these changes on the marketing and advertising industry, how to target consumers in a world without third-party cookies and key strategies brands can leverage to not just survive but thrive in an ever-changing ecosystem.

Advertisers have long segmented by age and gender. They understand that targeting narrower audiences costs more than reaching the general population. But DEI campaigns face unique challenges to scale, because audiences aren’t easily segmented. And when a brand wants a more diverse candidate mix, it can’t scale that campaign if it advertises only on niche media. Instead, that brand needs to reach potential candidates wherever they are. Help break through mental blocks and roadblocks to segment and reach diverse audiences.

Do you know how to read log files? If the answer is “no,” then you’re missing out on a tactic that can do a lot to help improve your media buying.

It can be hard for advertisers to get an accurate picture of how their media buy is performing. How much are different vendors collecting in fees? How much spend is going towards working media? How many distinct audiences did your creatives reach? Why did an ad served on a blocked, brand-unsafe website despite being on an exclusion list?

In this workshop, Dr. Krzysztof Franaszek, PhD, founder of Adalytics Research will answer these head scratchers and more, including, the sharing the “right” questions to ask of vendor partners and agencies, tips on how to read and interpret log files, how to spot discrepancies and how to avoid paying for invalid ad impressions.

The goal of the workshop is to provide practical advice and real takeaways that make the audience smarter about what’s actually happening in their supply chain.

Commerce media is revolutionizing the way ads are bought and sold, improving targeting, providing new audience insights and delivering more relevant and valuable experiences for consumers. A harbinger of the commerce media trends, retail media is the first domino to fall, with retailers creating high-margin, rapid-growth media businesses. In this session, McKinsey & Company Partner Jason Cherok will be joined by Charlene Charles, head of DG Media Networks Operations, to discuss the future of this burgeoning channel and what this paradigm shift could mean for the future of digital advertising.

An audience-first approach should not silo linear and streaming. Rather, new tools and strategies need to be adopted to unify audience-based planning, buying and measurement to support premium video investments in a multiscreen environment. This session will discuss the intersection of Linear and IP as brands and agencies seek to drive improved efficiency and effectiveness across the entirety of their TV ad spend.

Watching premium content on a big TV screen is here to stay, even as how people access content is changing. “Converged TV” is still the best first approach to reaching viewers in this new normal. Attend this session, led by GroupM head of advanced TV Mike Fisher, to make smarter choices across planning, buying and measurement to account for this shift in viewing. Understand the macro changes to the TV landscape, and hear GroupM’s research about the huge blind spots that have emerged in TV measurement in an impression-based TV world.

Connected consumers have changed the way media and entertainment is consumed. With more people choosing where, when and how they watch, listen and play, a new view of identity is needed to enable data-driven advertising and personalization. In this session, we’ll discuss why a three-dimensional view of identity – covering people, households and devices – is critical in the shift to advertise in streaming media channels. Learn how to leverage a secure and scaled view of identity, understand streaming media audiences, engage connected consumers and households precisely – and prove your advertising’s worth.

The analytics, they are a-changing. Online browsing, shopping and advertising can no longer be stitched into convenient customer journeys (if they ever could). But advertisers still need a full-funnel approach to reaching new people and retaining customers. In this session, Ashley Tsai, head of analytics at mSix&Partners, lays out the test-and-learn agenda advertisers need, with doses of media mix modeling, multi-touch attribution and diplomacy, for when brand analytics challenge the status quo.

Startup brands once had a seemingly clear growth opportunity running through big platforms like Facebook and Google and selling online across Amazon and DTC sites. But for the stroller brand Mockingbird, the new reality spans stores and far more media channels. In this session, we hear from Mockingbird VP of Marketing Marjorie Chelius about how the company approaches growth and media measurement in more difficult (and closed off) marketing environments.

In this session, we’ll get insights on how smart marketers are shifting away from the mindset of results at any cost and realizing the value of putting people first. Spoiler Alert: customers are more likely to build long-term relationships with brands that engage them in a meaningful way. We’ll talk through actionable steps to increase reach with more inclusive audiences and channels, increase LTV with more relevant content, and increase ROAS by optimizing investment with more mindful buys across the digital ecosystem. Join us for a conversation that’ll challenge the status quo of “marketing to consumers” to instead engage with people based on things that matter most to them – and do it in a way that’s respectful.

Do you want to know what makes a CPG brand tick? Join us for this frank fireside with Heather Conneran, director of brand experience platforms at General Mills. Conneran will go deep on digital transformation, first-party data collection, how General Mills works with third-party partners, the real deal on retail media and what goes into launching your own mar tech stack.

We are all aware that data fuels personalized connections online, but as people have begun to spend more important parts of their lives online, they’re understandably asking questions about how data drives the personalized experiences they see. As a result, the advertising industry has been transformed by people’s choices, privacy policy regulations, and industry platform changes. This is leading the industry to collectively ask, “How do we rebuild how businesses and people connect online privately?” In this session, join Casey Beal, Product Marketing Manager, and Robert Moakler, Quantitative Researcher, from Meta’s Ads Ecosystem team for a presentation on how privacy and personalization can co-exist through the adoption of privacy-enhancing technologies.