Navigating Transparency in Programmatic Advertising (Virtual)

(Virtual Half Day Workshop)

Virtual Workshop Description
Open web programmatic advertising is a $88 billion global market accounting for 11% of global media. Yet after accounting for all costs, only 36% of total programmatic media investments reach their intended audiences – leaving $22 billion in efficiency gains on the table.

To make matters worse, many marketers don’t own their supply contracts, costing them opportunities in efficiency. In advertising, if buyers are unable to see the price of a product, they tend to overpay. It is this misalignment between advertiser incentives and marketing goals that has led to a myopic focus on driving down costs at the expense of ad quality.

Thankfully, the ANA has developed a proprietary tool – the ANA TrueKPI framework – and outlined a series of actionable steps to assist marketers in measuring value and aligning supply chain incentives with goals.

In this workshop, you will gain exposure to this framework and others, and learn the specific steps to addressing programmatic effectiveness – as outlined in the ANA’s 2023 Programmatic Media Supply Chain Transparency study. Participants will get practice in identifying forward-thinking actions and tools to navigate the Open Web and Programmatic investments and leave better equipped to improve the efficiency and effectiveness of their advertising investments.

In Partnership with ANA, this workshop is taught by Scott Cunningham, author of Defining Brand Safety Series by the Brand Safety Institute, Founder of the IAB Tech Lab, Initiative Lead of NewsPassID Ad Network and NewsNext sustainable journalism initiative at the Local Media Consortium, principal technology and program Founder of the Trustworthy Accountability Group, former President of Media News Group Interactive and was a pioneer in the development of USATODAY.com and many other digital publishing and ad technology platforms and products. His work involves steering the digital advertising and media publishing industry towards economic growth, best digital consumer experience practices, and strategy.

Target Audience
This workshop is ideal for:

• Mid- to senior-level marketers responsible for media investments and/or partnerships that include Agency, brand safety vendors, and programmatic buying partnerships (DSP’s/SSP’s)
• Finance and procurement stakeholders with marketing partnerships and oversight
• Decision-makers struggling to set up and create value from their media marketing investments in Programmatic.

Please note this workshop is not an introductory level workshop; participants should already have a good working knowledge of media investments or programmatic advertising.

Virtual Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

• Understanding tools to make strategic decisions
• How to organize internal cross departmental stakeholders
• How to strengthen supply chain partnerships and contracts

This workshop helps attendees increase media efficiency by teaching them:

• How to identify and prioritize the right sellers for your brand
• When to choose OMP vs. PMP
• How to identify (and avoid) MFA websites
• To strike the right balance between price and ad quality
• Methods to fight information asymmetry

This workshop helps attendees improve marketing ROI by teaching them:

• How to optimize measurability, viewability, and invalid traffic (IVT) metrics
• How to optimize supply chain investments and strengthen accountability
• Ways to achieve up to 20% increase in ad productivity

In addition, this workshop will peer around the corner of what’s next including:

• ID’s, the loss of cookie means what?
• Media investments; M&A impact
• Brand Safety changes and tool effectiveness

Download the full agenda here