Avoid the lines and arrive early! Pick up your badge, grab your breakfast and start your day right with networking, join a roundtable discussion, or visit to the Live Exchange, or check your emails before the big conference kick-off! Doors to the main stage open at 8:30 AM.

Badge Pickup: Level 4, Room Ziegfeld

Badge Pickup, Welcome Coffee. Location: Level 4

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.

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.

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.

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.

How Agentic AI Is Collapsing the Purchase Funnel & What Marketers Must Build for AI is restructuring media roles faster than most organizations are prepared for. This deep dive is for leaders grappling with the human side of that shift: how to develop the next generation of strategists when execution is increasingly automated, how to retain talent whose jobs are changing rapidly, and how to move quickly without losing the institutional knowledge that makes teams work. Come ready to work through real scenarios with peers navigating the same pressure.

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.

Retail media has its own set of rules. Different objectives, different data, and different buying mechanics than programmatic. And now those signals are moving offsite through curated deal structures that are reshaping the entire supply chain. This interactive fundamentals session covers both sides of that equation: how retail media networks like Walmart Connect, Instacart, and Kroger actually work, and how curated deal IDs are packaging and pricing those signals for open web and CTV inventory. You'll leave with a practical framework for activating retail first-party data, avoiding the most common curation pitfalls, and understanding how the two systems connect.

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.

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.

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.