Media Leadership, West Coast Chapter

NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME/INTRODUCTIONS (9:45 – 10:00AM)


I. BLACKROCK: HOW TO BUILD AND MENTOR A STRONG CONTENT MARKETING & MEDIA TEAM (10:00 – 10:45AM)
BlackRock is the world's largest asset manager with over $4.5 trillion in assets. In this session, Anthony Cistaro, Vice President – BlackRock, Inc. will share how they grow, retain, and inspire internal talent to deliver terrific work with passion on limited budgets.

Speaker:
Anthony Cistaro, Vice President – BlackRock, Inc.


II. HOW TO TAKE CONTROL OF PROGRAMMATIC (11:00AM – 12:00PM)
With the rapid adoption of programmatic media, the supply chain has quickly become complicated – agencies, trading desks, demand-side platforms, supply-side platforms, data management platforms, exchanges, publishers – and to many, the result is a financial 'black box.' Where does each dollar go? Where is value created (and costs incurred)? How do you maximize every marketing dollar? Andrew Altersohn, CEO – AD/FIN, will help you answer these fundamental questions and guide you on how to demand greater visibility and accountability into the programmatic black box....before the industry shifts even more budget into programmatic channels.

Speaker:
Andrew Altersohn, CEO – AD/FIN


III. LUNCH & MEMBER ROUNDTABLE DISCUSSION: TOP MEDIA ISSUES (12:00 – 12:45PM)
So many important issues and so little time! In this ANA member roundtable, we will ask the Committee to share their thoughts on the following media issues and discuss topics that can brought to the Committee as we plan our content for 2015. Key topics will include:

1. Programmatic / Agency Trading Desks
2. Native Advertising
3. Measurement
4. Data / Media Attribution
5. Global Media Management
6. Media Agency Management
6. Mobile
7. Branded Content

Facilitators:
Michael Kelly, Senior Influencer Program and Social Media Manager, Plantronics, Inc. and ANA Media Leadership, West Coast Committee Chair
Meghan Medlock, Director, Committees and Conferences – ANA


IV. ESURANCE: IMPACT OF MEDIA QUALITY ON ROI (12:45 – 1:30PM)
In this session, Ashley Lau, Senior Manager, Digital Media – Esurance and Aaron Stettner, Senior Director – Integral Ad Science will share an in-depth case study highlighting how unsafe, fraudulent, non-viewable impressions impact ROI. Through a focused effort using technology and data, Esurance was able to improve digital ROI significantly. They will share the case study, results, lessons learned, and insights for marketers.

Speakers:
Ashley Lau, Senior Manager, Digital Media – Esurance
Aaron Stettner, Senior Director – Integral Ad Science


V. OPTIMIZE DIGITAL AD SPEND BY REDUCING FRAUD – NEWLY RELEASED INDUSTRY STUDY (1:30 – 2:30PM)
For the second year in a row, ANA partnered with White Ops to measure bot fraud (i.e., non-human traffic). Forty-nine ANA members deployed White Ops detection tags on their digital advertising; all participants received proprietary information specific to their buys while the aggregate data was reported to the industry. Results show that fraud is especially high in programmatic advertising and sourced traffic. The report encourages advertisers to take an active role in the fight against fraud and offers a number of proactive ideas to help.

Speaker:
Michael Tiffany, Chief Executive Officer – White Ops