Recent months have brought industry change at an exponentially fast pace, creating new opportunities. New state regulations have been introduced, changes to industry standards such as third-party cookies have been contemplated, the era of data-driven television has finally arrived and marketers continue to ingest an even greater array of data in the quest to deliver exceptional experiences to their customers. While this frenetic ecosystem presents new challenges—it also represents an incredible opportunity.
More than ever, marketers are seeking an omnichannel view of the customer while combating major industry challenges-- impending regulation and uncertainty, the deprecation of third-party cookies, heightened walled gardens. What role does identity play as marketers try to achieve multi-touch attribution with people-based marketing in an ever-evolving world? Find out what’s capturing the attention of these industry leaders and the cases they are making to the business for exploring new ways to access, activate, and effectively measure data.
The paradigm of People, Process and Technology has given way to Data. Data is one of the most valuable assets of every organization. As the data-driven apparatus around automated advertising and real-time targeting penetrates every aspect of media and marketing, the challenge is mastering the data.
It all starts with owning the data.
Join this panel discussion to learn more about the new data imperative and how organizations can plan and prepare to own, control and use their own data.
It's no secret that the Duopoly is no longer, but who would have guessed that it would be broken up by a massive eCommerce platform? From the brand-safe environments to the powerful, intent-based shopper data, brands across the spectrum are reaping the benefits of engaging their consumers where they shop Learn from leading brands how they harness the power of commerce marketing to drive awareness, consideration and intent.
Senior Analyst, eMarketer
Head of Brand Advertising and Partnerships, eBay Advertising
Join 605 in kicking off “Measurement Matters”, a series of discussions focused on the different aspects of advanced TV measurement and activation. This session will delve into the various TV viewing data sources powering advanced TV measurement and data activation today. The panel will also explore how ad sales, brands and agencies leverage advanced TV viewership sources to achieve next-generation attribution.
CRO, Omnicom Media Group
Vice President, Data Strategy and Advanced Audience Platforms, Discovery
Senior Director, Insights and Advocacy, Walmart
One of the longstanding industry challenges is to provide marketers the ability to run advertising effectiveness measurement at will, on demand. Instead, there is a material lag from when you commission the study to when you can read the campaign. Why is this material? Because, if your objective is to maximize return on ad spend then in-flight optimization (IFO) is critical and on-demand measurement is key to timely IFO.
IRI, Google, Sam’s Club, Nestle-Starbucks and Annalect will discuss the merits of such a solution that will meet this need through a completely automated on-demand measurement for offline sales lift and matched market studies.
Director, Digital Advertising, Media Sales & Strategy, Sam’s Club
Head of Data, Annalect
Brand Manager, Starbucks At Home Coffee/Personalized Marketing, Nestle Starbucks
Global Brand Measurement Lead , Google
SVP/Principal, Media Center of Excellence, IRI
The line between traditional media channels and more accountable digital channels is finally fading. Marketers have long used correlation rather than causation to measure the impact of TV media investments - totaling over $64 billion in 2018 - but the landscape is rapidly changing. Cross-platform activation and measurement is the next step to proving every dollar performed. The best marketers will be able to prove effectiveness at scale across every channel, including linear TV, addressable TV, streaming services and digital video. This seminar will highlight how to navigate the next generation of TV and measure real-world outcomes.
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