OMMA, Programmatic

Tue, September 27 at 9:00 AM

Metropolitan Pavilion    View Map

In this session...

9:15AM - Q4 TEMPERATURE CHECK: QUALITY, PRICE, AVAILABILITY

Heading into 2017, nearly every agency and many brands already purchase some form of programmatic advertising inventory. Even more publishers employ automated channels for their sales strategy. And still, demand for quality programmatic inventory, especially video, outstrips supply, which means the price advertisers pay for this inventory should continue to rise. At what point will programmatic supply and demand stabilize? As we gear up for Q4, where is programmatic advertising today? What major issues still need to be addressed for this maturing medium? What should advertisers expect heading into Q4 2016 and beyond?
Joe Mandese Editor-in-Chief, MediaPost
Vincent Bareges Vice President, Global Automated Monetization, Amnet Group
Jeremy Hlavacek Vice President, Global Automated Monetization, The Weather Company
Gerry McGoldrick Chief Digital Officer, Petplan North America

10:00AM KEYNOTE INTERVIEW

Johnny Silberman Director of Strategy & Innovation, Anheuser-Busch InBev
Tobi Elkin Editor/Reporter, Real-Time Daily, MediaPost

11:00AM - BLOCKING, FRAUD AND THE BUY-SIDE

Registration link: https://www.mediapost.com/ommaprogrammatic/register/
Without question, the twin forces of ad blocking and ad fraud hover like dark clouds over the horizon of programmatic advertising. Repetitive ads, ads that follow you everywhere, slow loading times, etc. lead consumers to purchase or download ad blockers. Meanwhile, fraud is pervasive, with non-human traffic accounting for a projected 21 percent of programmatic impressions in 2016. Some even say the problem is more widespread than has been reported. Left unchecked, these trends could utterly destroy an otherwise burgeoning economy. What is the buyers’ role in upending these trends? How are they finding clean inventory and shifting spend in and out of different channels? How is it impacting their relationship with clients, in particular.
Ryan Hurley Director of Performance Marketing, The Archer Group
Mark Howard Chief Revenue Officer, Forbes
Mike Smith Senior Vice President Advertising Platforms, Core Audience; Senior Vice President of Revenue Platforms and Operations, Hearst ; Hearst Magazines Digital Media
Mitchell Weinstein SVP, Director of Ad Operations, IPG Mediabrands

11:45AM - UNBLOCKING THE PATH TO A BETTER BROWSING EXPERIENCE

To be sure, programmatic buying offers retailer marketers a way to expand their marketing efforts beyond search, but it also affords them the opportunity to expand their marketing efforts across every channel. Most sophisticated programmatic campaigns target audiences based on aggregate data, including buying history, search, demonstrated interests, age and other demographic info gleaned from your registration data—all of which can be used to inform or reinforce marketing efforts in other channels. How can marketers use the data at their disposal to better target in-market audiences? What are they learning by combining first, second and third party data, and how do they know they are interpreting it correctly?
Priscilla Aydin Associate Director, Primary Research & Insights, Annalect Group

12:15PM - BEYOND SEARCH: CAN PROGRAMMATIC LEAD TO OMNICHANNEL MARKETING SUCCESS?

To be sure, programmatic buying offers retailer marketers a way to expand their marketing efforts beyond search, but it also affords them the opportunity to expand their marketing efforts across every channel. Most sophisticated programmatic campaigns target audiences based on aggregate data, including buying history, search, demonstrated interests, age and other demographic info gleaned from your registration data—all of which can be used to inform or reinforce marketing efforts in other channels. How can marketers use the data at their disposal to better target in-market audiences? What are they learning by combining first, second and third party data, and how do they know they are interpreting it correctly?
Dr. Augustine Fou Digital Consigliere, Marketing Science Consulting Group, Group, Inc.
Andrew Arthur SVP, Product Lead on Data Partnerships, GfK MRI
David Lau VP, Media, iCrossing
Evan Magliocca Brand Marketing Manager, Baesman Insights & Marketing
Erica Schmidt Executive VP, Managing Director, North America, Cadreon

1:30PM - KEYNOTE INTERVIEW

Kyle Kuklinksi Director, Marketing Strategy, Customer Acquisition, CarMax
Ross Fadner Director, Marketing Strategy, Customer Acquisition, MediaPost

2:00PM - PROGRAMMATIC INVENTORY: NEW FORMATS, NEW DAY?

Even though it seems like everyone—including advertisers—, hates banner ads, banners are still by far the most popular ad format traded on exchanges today. However, industry-watchers claim that 2017 is the year programmatic offerings go truly omnichannel, as publishers ramp up the amount of video, rich media, native, Internet radio, OTT and sponsorship inventory available for purchase on exchanges. How does the definition of programmatic change as automated buying migrates to new channels? With some newer channels offering more immersive formats, how can buyers, sellers and their tech partners ensure that the same problems plaguing programmatic display—fraud, viewability, clickbaiting, etc—don’t infect the newer, more expensive inventory?
Karl Spangenberg SVP, MediaLink
Scott Bender Global Head, Publisher Strategy & Business Development, Prohaska Consulting
Ashley Evenson Director, Ciceron Digital Media Group
Jeanniey Mullen Global Marketing Leader, Mercer
Rich Sobel SVP, Programs & Services, Publicis Media – Data, Technology and Innovation

3:45PM - THE MEDIA COMMODITY ECONOMY

In June, News Corp CEO Robert Thomson responded to Facebook’s News Feed update (which effectively demoted media content in user feeds), claiming that the social behemoth is undermining media companies’ businesses. He suggested media companies should band together to extend their reach so they can more forcefully compete with the likes of Facebook and Google. What is he suggesting here, that media companies build a competitor to these giants, or rather, that they create a large private exchange or sales consortium that puts them more in control of their ad sales? Either way, haven’t we seen this movie before? What leverage do media companies have on Google and Facebook? Conversely, has the dominance of their platforms turned news and entertainment into mere commodities?
Betsy Frank Founder & President, Betsy Frank Insights
Kelly Fincham Assistant Professor of Journalism, Media Studies & Public Relations, Hofstra University
Kavata Mbondo VP, Revenue Strategy and Operations, Time, Inc.

Presented with


Speakers

Joe Mandese Editor-in-Chief MediaPost
Vincent Bareges Vice President, Global Automated Monetization Amnet Group
Jeremy Hlavacek Vice President, Global Automated Monetization The Weather Company
Gerry McGoldrick Chief Digital Officer Petplan North America
Johnny Silberman Director of Strategy & Innovation Anheuser-Busch InBev
Tobi Elkin Editor/Reporter, Real-Time Daily MediaPost
Ryan Hurley Director of Performance Marketing The Archer Group
Mark Howard Chief Revenue Officer Forbes
Mike Smith Senior Vice President Advertising Platforms, Core Audience; Senior Vice President of Revenue Platforms and Operations Hearst ; Hearst Magazines Digital Media
Mitchell Weinstein SVP, Director of Ad Operations IPG Mediabrands
Priscilla Aydin Associate Director, Primary Research & Insights Annalect Group
Dr. Augustine Fou Digital Consigliere, Marketing Science Consulting Group Group, Inc.
Andrew Arthur SVP, Product Lead on Data Partnerships GfK MRI
David Lau VP, Media iCrossing
Evan Magliocca Brand Marketing Manager Baesman Insights & Marketing
Erica Schmidt Executive VP, Managing Director, North America Cadreon
Kyle Kuklinksi Director, Marketing Strategy, Customer Acquisition CarMax
Ross Fadner Director, Marketing Strategy, Customer Acquisition MediaPost
Karl Spangenberg SVP MediaLink
Scott Bender Global Head, Publisher Strategy & Business Development Prohaska Consulting
Ashley Evenson Director Ciceron Digital Media Group
Jeanniey Mullen Global Marketing Leader Mercer
Rich Sobel SVP, Programs & Services Publicis Media – Data, Technology and Innovation
Betsy Frank Founder & President Betsy Frank Insights
Kelly Fincham Assistant Professor of Journalism, Media Studies & Public Relations Hofstra University
Kavata Mbondo VP, Revenue Strategy and Operations Time, Inc.