Digital advertising started 25 years ago with the launch of the first clickable banner ad. Now, digital is the most dominant force in advertising. Through trial and error and remarkable creativity and innovation, the industry is evolving faster than ever. Today we have the opportunity and the technology to deliver personalized experiences at scale across myriad digital channels. This track introduction will highlight the trends, opportunities and challenges shaping the future of digital advertising.
VP & GM, Adobe Advertising Cloud, Adobe
Programmatic marketers lean into opportunities for transparency that empower them to best understand quality and impact of campaigns. Access to qualified, accountable first party data is more necessary than ever for forecasting and measurement. The adtech industry is relying on transparency changes for a healthy ecosystem. What will change mean for marketers? Verizon Media joins the stage to talk about how the demands have changed, and how marketers plan to use programmatic on the path to performance and transparency.
VP, Head of Platform Sales & Strategy, Verizon Media
Laurel Van Tassel
Director, Programmatic & Data, Anheuser-Busch InBev
SVP & GM, Global Programmatic Revenue, CBS Interactive
The dominance of the walled gardens coupled with the move away from cookies and the increasingly fragmented state of today’s media landscape offer clear signs the digital ad industry needs to evolve, and fast. Marketers need ad tech to move beyond the “dumb pipe” era of just gathering and monetizing inventory to offering innovative solutions that deliver a complete view of individuals across their entire consumer journey.
The issue of transparency has been a complicated one for decades on our industry. it covers the spectrum of issues from placement to platform fees to partnerships. in this session we will uncover how we got to this point and what the ultimate solution is to operate fair and open marketplaces for publishers, advertisers and ultimately consumers.
Nearly 75% of marketers reported that in-app advertising offers better customer engagement and targeting capabilities than other platforms. Yet quality and measurability challenges have prevented many buyers from fully embracing programmatic as a means for accessing this highly coveted inventory. Join some of the industry's leading mobile advertising experts as they discuss the unique challenges of mobile app environments, new initiatives that are changing the game, and what you can do to remain competitive.
SVP, Corporate Development & GM, Mobile, PubMatic
VP, Marketplace Development, MAGNA Global
Co-founder & VP, Brand Strategy, The Meet Group
This critical session will explore key findings from the American Marketing Association New York (AMA NY)'s FUTURE OF MARKETING STUDY, an in-depth original research project conducted with 500 marketers and 500 consumers, online, in the US (January 2019) and China (March 2019) in partnership with YouGov, Kadence, Greenbook and Charney Research.
Not since the age of subliminal advertising have marketers so overtly flirted with the threshold of human perceptibility. As the principles of what truly counts as a viewable impression continue to be hotly debated, marketers more than ever need to understand how perceptibility impacts the connections ads make with audiences. Join IAS for a discussion on the future of digital advertising and why the shift to perceptibility will be a crucial next step.