Programmatic Day @ Microsoft (Members Only Conference) presented by Microsoft

PROGRAMMATIC MEDIA MANAGEMENT

Programmatic media’s rise is massively disrupting traditional media management models, with many agency/client relationships in a state of flux. In this session, head of AdExchanger Research Joanna O’Connell will discuss the current landscape of programmatic media management models and provide advice to marketers on selecting the right model for their organizations.

Joanna O'Connell

Director of Research AdExchanger

AGENCY TRADING DESKS — THREAT OR OPPORTUNITY?

All the major agency holding companies as well as some independents have set up “agency trading desks” to purchase display and other types of advertising. These trading desks essentially cut out ad networks as intermediaries between clients/agencies and publishers. They are a new business for agencies and, in theory, clients benefit as the agency margins are lower than the ad networks. In addition to lower costs, benefits to clients include better targeting and richer insights. However, trading desks have raised concerns around lack of transparency, conflicts of interest, double paying, and more. This panel will explore the threats and opportunities of agency trading desks.

Moderator:

Joanna O'Connell
Director of Research
AdExchanger

Panelists:

Marco Bertozzi

President VivaKi AOD, Europe and North America VivaKi

ADVERTISING AUTOMATION & PROGRAMMATIC TRADING: THE CLIENT-SIDE MARKETER VIEW

As advertising automation and programmatic expand beyond the auction market to direct orders and beyond display, mobile and video to other media including television, there are multiple benefits including advertising effectiveness, efficiency, and better insights. In this session, we will hear from executives at Pfizer and Kellogg’s and learn how programmatic fits into their overall marketing objectives, their company’s approach to planning and executing programmatic trading, and their views on issues including transparency and taking trading in-house.

Jim Kiszka

Sr. Manager, KNA, Digital Media Kellogg Company

INSIDE PROGRAMMATIC BUYING

As nearly half of all media budgets move toward programmatic buying, the industry still has many questions about it. Join Andrew Eifler from AppNexus and James Colborn from Microsoft as they discuss answers to the most urgent questions in the industry around programmatic buying. Questions like “What percent of my budget should allocated between buying programmatic and direct?”, “How do I make qualified buying decisions programmatically?” and “What does programmatic actually mean?”.

Andrew Eifler

Senior Director, Product Management AppNexus

AVOIDING LEGAL PITFALLS IN PROGRAMMATIC ADVERTISING

In expanding beyond real-time bidding, programmatic buying promises a better match between ad and viewer.  However, programmatic advertising can only deliver on that promise by drawing from a large number of data sources, at a time when data brokers are under increased scrutiny by Congress and the executive agencies.  Not only have policymakers questioned the integrity and accuracy of much data, they have suggested that big data in advertising has resulted in members of some communities being discriminated against online (so-called web-lining).  Reed Smith will identify the key legal issues to manage in an increasingly programmatic advertising environment.

Paul Bond

Partner Reed Smith LLP

BRAND MARKETING IN THE PROGRAMMATIC ERA

Marketers are reimagining advertising with digital, but brand building in a multi-screen, constantly connected world can be challenging. Programmatic is simplifying media buying, allowing brand marketers to unlock the value of digital and connect with their audiences in the moments that matter. In this session, DoubleClick will address some of these challenges and will discuss how your brand can supercharge your digital marketing with programmatic.

Damian McKenna

Director of Americas Media Platforms Google