Digiday Programmatic Marketing Summit

Welcome to Digiday’s Programmatic Marketing Summit! Upon arrival, head to the Digiday registration table to check-in and receive resources on the days ahead.

Join us as we welcome everyone and open the summit by going over key trends and challenges in the industry.

What impact is programmatic media having on your business, overall and how is it contributing to your results across all media platforms? In this session, Talia Arnold, head of strategy and planning at Exverus Media, will address all of these questions and more as she brings together data, insights, and advice on how best to use programmatic to support your wider marketing plan.

Join this session to hear from Scott Marsden, evp, media & analytics and vp, data & analytics, Jared Vail of Quigley-Simpson, as they share their perspectives on the future of TV buying and programmatic’s central role in defining new opportunities for brands. Learn how private marketplaces vs. open exchanges will influence the landscape and how KPIs and measurement approaches will shift due to programmatic buying. Additionally, gain insights into how programmatic can positively impact audience reach, bridging the gap between traditional and linear TV, and how agencies will need to look at their tech stack to enable TV programmatic buying. Finally, learn how real-time bidding will influence the industry and change the overall buying model.

Transparency between brands, marketers and consumers is more important than ever – and user privacy and brand safety are key factors leading us to a massive industry shift. Join Viant, along with leaders from Horizon Media and OMD, as we discuss the impact brand safety, suitability, and attention can have on the customer mindset.

In recent years, tech giants have committed to a series of changes in a bid to tighten user privacy, presenting advertisers with a conundrum on how to pivot and innovate to ensure they continue to reach audiences. As they search for solutions, a cookieless future presents an opportunity for marketers to be more intentional — and less creepy — with their advertising. With clicks, views and visits in the rearview mirror, can “contextual advertising” be an answer? How are buyers thinking about contextual targeting, particularly with the industry’s increasing emphasis on data? And how can we get more granular and creative than merely placing ads for running shoes on a news article about running? In this session, get a deep dive into these questions and best practices around how brands can Futureproof their businesses in a cookieless future with Molly Shultz, svp, integrated investment at UM Worldwide.

Hear the latest findings from new Digiday/Wiland research: How do brands and agencies plan to drive advertising performance while protecting consumer privacy? How truly prepared are media teams to move on from traditional identifiers? How is permissioned first-party data enabling prospect marketing and personalization at scale? Includes fresh insights into how in-house teams and agency partners are sharing responsibility to drive results.

As buyers wrestle with competitors on how to win over new business since the elimination of the third- party cookie, business leaders are making predictions on how to capitalize in this changed marketplace. In this session, hear from Sarah Koch’s, vice president, group director, precision at GroupeConnect assessment of the opportunities and challenges among competitors developing ID solutions and what they anticipate will be required to win over new business.

​​Enjoy some refreshments with fellow attendees.

Exclusive to agencies

Join this Town Hall to go even deeper on key topics as we kick off these conversations with Digiday research and the infamous challenge board. This open and honest discussion group will chat through the challenges and opportunities currently being faced in the industry. This will be conducted under Chatham House Rules.

5:10 pm PST: Cognitiv – Deep Learning Powering Performance CTV

5:20 pm PST: KPM Marketing – Director of Agency Partnerships

5:30 pm PST: Xandr – Navigating the CTV Advertising Landscape with Xandr’s Premium Video Catalog

By invitation only.

Round 1!

The 8-Minute Meetings are designed to help connect participants with innovative technology platforms and build valuable business relationships.

Cocktails provided by Viant

Join us for a cocktail to wrap day one of the summit. Open to all.

Don’t have dinner plans? Digiday has you covered! Join fellow attendees for a lively dinner and drinks. Sign up at the registration desk. Note – costs are at your own discretion.

Enjoy some morning yoga before the start of day two of the summit.

While registration reopens, breakfast will be served courtesy of Digiday.

While most agencies today recognize that technology — and the insights it can provide — can be a major creative driver, integrating the two is not always an easy feat, especially when it comes to programmatic marketing. In this session, hear from David Gaines, CEO and founder of Media By Mother as he identifies the barriers to achieving programmatic digital creativity, the creative opportunities offered, and how the industry can work together to make brilliant creativity the norm.

Clean rooms developed by walled gardens are an extreme focus in 2022 since they provide advertisers with advanced analytics, attribution, and measurement making distributed data clean rooms the bright spot in the darkness that is ‘what to do about the third party cookie disappearance?’ In this session, hear from Marc Rossen, svp, investment & activation analytics at Omnicom Media Group discuss the theorized potentials of clean rooms and how advertisers can best utilize them immediately.

The looming impact of data, privacy and the uncertain future of cookies continues to keep us up at night. From navigating the challenges in CTV targeting to the fragmentation of identifiers and the inefficiencies of currently proposed solutions, these complexities are compounded by the need for addressability and scale in private marketplaces. While these platforms typically deliver when the requirement is a behavior, accuracy often suffers when the objective is to reach consumers with specific attitudes or sentiments. Hear how EMX’s Data Connected Marketplace is addressing these challenges in CTV and omnichannel media by helping media buyers reach attitudinal audiences without compromising scale. Don’t miss this inside perspective on what works, what doesn’t and what’s next in cookieless audience targeting.

It takes a strategic approach to enable inclusivity in media. This panel session will define what good looks like and how to get there, as well as the steps brands should be taking to make sure the brand is approaching inclusive media with authenticity. In this session, hear from Kerel Cooper, president of advertising at Group Black, Dr. Susan Dorfman, president & CEO at CMI Media Group, and Khari Motayne, director of inclusive strategy at Direct Agents.

Wondering how programmatic best fits in your marketing funnel? Join this session to bust programmatic myths and examine key case studies to learn how to build a full-funnel programmatic strategy.

How are CPGs preparing for the demise of the third-party cookie? In this session, hear Marykate Byrnes, director of media & growth at La Colombe Coffee Roasters speak about how La Colombe and other CPGs can continue to grow and scale once third-party cookie changes come into effect. 

Exclusive to agencies

We’ll come up with solutions to some of the key challenges discussed during the previous Town Hall.

11:30 am PST: ironSource – In-App Insiders 

11:40 am PST: Broadsign – Programmatic DOOH: Measuring the last true Mass Medium

11:50 am PST: Captify

Lunch will be served courtesy of Digiday.

Invite only – lunch will be served.

The Future of Context-Driven Technology

The cookieless future is approaching, so what do advertisers, programmatic platforms, and technology providers need to make reaching interested consumers successful? A holistic approach is key: combining first-party audiences, advanced, context-driven targeting, optimizing down to the placement level, and more. Bidtellect CEO Lon Otremba discusses where programmatic technology can take you in the cookieless world.

Use this time to get some fresh air, catch up on emails or take a quick nap. We’ll see you back at the conference at 6pm.

Round 2!

The 8-Minute Meetings are designed to help connect participants with innovative technology platforms and build valuable business relationships.

Cocktails provided by AdColony

Join us for a cocktail to wrap day two of the summit. Open to all.

​​Don’t have dinner plans? Digiday has you covered! Join fellow attendees for a lively dinner and drinks. Sign up at the registration desk. Note – costs are at your own discretion.

Breakfast will be served courtesy of Digiday.

Programmatic in-housing has long been the underdog approach for brands because of the historic reputation that agencies are able to strike deals with platforms and publishers that span multiple clients, and thus, secure lower rates through these bulk buys than a brand going it alone. However, in 2019 within the first six weeks after stripping out its agency and negotiating large agency rates, Bayer was able to reduce its programmatic buying costs by $10 to $11 million. Now, after the several turbulent years that followed 2019, hear Paul Gelb, Chief Marketplace Officer at Bayer share how the brand’s continued in-housing efforts have served them.

In this session, Amazon Ads will have a conversation with Trish Reilly from Mindshare on how to rethink the old ways of ad addressability and measurement to deliver relevant messages and help build trust with customers.

Media buyers are looking for new ways to measure success, and one promising subset of the measurement space is focused on attention metrics. Using passive eye-tracking technology, it aims to get to a holistic view expressed in a single metric, whether that’s behavioral- or outcome-based. In this session, hear Ed McElvain, evp, director of P3 ruminate on attention metrics’ overall relevance and utility.

Historically, media campaigns have been optimized based on metrics like VCR or CTR. LoopMe moves beyond proxy metrics and optimizes directly towards the brand outcome in real-time.

LoopMe’s Crystal Shelton and Carat’s Catherine Son will share a case study for a financial services client showing how pre-qualified audiences and in-flight optimization directly towards brand survey results drove incremental lift. This session will explore:
•Building audience segments based on the most recent and relevant opt-in data
•How to shift focus to deliver the outcomes that advertisers truly value (awareness, consideration, purchase intent, brand affinity, and more)
•Measuring ad effectiveness that drives brand outcomes with real-time AI optimization

In this session, hear Rachel Pasqua, CMO & global lead of client marketing at Prohaska Consulting provide an overview of how publishers are preparing for life after the third-party cookie.

In the rapid evolution of the programmatic business, hear from  Shailley Singh, svp, product management & global programs at IAB Tech Labs close out the summit with a view from the top. We’ll dive into some truths and lies surrounding this industry as well as the general direction it’s all headed.

Hear a summary and key takeaways from all of our sessions.