Wednesday, 06/11
6:30 PM
6:30 PM ET
Sanctuary Hotel: Great Lawn
Thursday, 06/12
7:30 AM
7:30 AM ET
Registration Opens
8:00 AM
8:00 AM ET
Full Breakfast
8:15 AM
8:15 AM ET
8:45 AM
8:45 AM ET
Opening Remarks
- MCS
- Joe Mandese, Editor-in-Chief, MediaPost @jmandese
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:00 AM
9:00 AM ET
Keynote: Linking Data to Enable Precision Marketing Across Paid, Owned and Earned Channels at Coca-Cola
By linking data from acquisition into and engagement with digital experiences, Coca-Cola is enabling data-driven precision marketing to aciheve positive brand sentiment and consumption across paid, owned, and earned channels. Hear about the infrastructure and tactics utilized to increase the efficiencies for Coke's digital marketing spend while making content more relevant to each individual consumer.
- Keynote
- Michael Weaver, Director of Data Strategy, The Coca-Cola Company
9:45 AM
9:45 AM ET
Panel: How do We Know What We Don’t Know about 'Programmatic'? Examining Trust, Clarity and Definition
Several years into riding the ad tech tsunami and we still argue over the difference between “RTB” and “Programmatic.” But also still unclear is just where automation adds real efficiency and where it undermines creativity, or serves vendor interests more than advertisers. Worse, we are building a tech-driven economy where a fair portion of display ads still aren’t seen, where fraud and gray practices may be at daunting levels, and where many players appear to be trading the same data and technology with one another. We start the first RTB Insider Summit by asking industry leaders to set the agenda of questions this industry needs to address. How does the process get clearer, simpler, more trustworthy?
- Moderator
- Jen Brady, Founder, FRED & Associates @jenbrady
- PanelistS
- Sabine Cummins, VP of Media, iCrossing @SabineNatasha
- Beatriz Fernandez de Bordons, SVP of Performance Media, Performics @BFBordons
- Christopher Hansen, Chief Operating Officer, IgnitionOne @IgnitionOne
- Chris Karl, CSO, Head of Market Development, Sonobi
- Jeremy Ozen, Co-founder, Vistar Media @VistarMedia
10:30 AM
10:30 AM ET
Panel: Can Creative Survive the Algorithm?
The technology is finding the right people at the right place and time – but do the ads have something interesting to say? No one is handing out awards for creative executions on programmatic channels. Programmatic systems rely more on targeting than messaging. Can and should the creative be as precisely segmented and personalized as the delivery mechanism? Does creative matter here anyway, or is this more about relevance than artistry? We explore this intersection of robotic delivery and human artistry by asking creatives and technologists whether, where, which and how messages and display aesthetics have impact. Can further automation help with dynamic display creation, A/B testing and mechanized versioning? Audience parsing and targeting mechanisms are now in place. It's time to build better ads.
- Moderator
- Tom Beeby, Executive Creative Officer and Principal , Beeby, Clark + Meyler @gobcm
- PanelistS
- Christian Bonilla, Activation Director, Partner , MEC
- Florian Gmeiner, Head of Marketing the Americas, Lufthansa German Airlines @fginnyc
- Ben Kartzman, Co-Founder and CEO, Spongecell @benkartzman
- Jeff McClelland, CMO and EVP, IMS
- Ed Montes, Chief Revenue Officer, DataXu
11:15 AM
11:15 AM ET
Panel: Anatomy of a Trade
The confusing acronyms and nomenclature run so thick in the programmatic field it's easy for experts and posers alike to sound like they really know how all of this works. We try to unravel the complexity by asking several members of the ad technology supply chain -- from agency to DSP to publisher -- to explain the fundamentals of how trades actually take place across DSPs, exchanges and SSPs. Who does what, when and how. But then, where are companies claiming to add specific value and differentiated services to the process. We go back to the basics.
- Moderator
- Joe Mandese, Editor-in-Chief, MediaPost @jmandese
- PanelistS
- Robert Daniel, EVP of Sales, OwnerIQ
- Keri Demarino, Director Planning (on Staples account), Carat
- Mike Searles, Digital Marketing Director, Staples
12:00 PM
12:00 PM ET
Roundtables
Is Programmatic Ready to Do Branding? - Table Lead: Jen Brady, Fred & Associates
Is Programmatic Able to Get Creative? - Table Lead: Ed Montes, Dataxu
Understanding the Trade - Table Lead: Christopher Hansen, President, Netmining
Is Programmatic Able to Get Creative? - Table Lead: Ed Montes, Dataxu
Understanding the Trade - Table Lead: Christopher Hansen, President, Netmining
12:45 PM
12:45 PM ET
Lunch
1:00 PM
1:00 PM ET
2:00 PM
2:00 PM ET
Turtle Point Golf Course
Near Coastal and Reef Fishing
Marsh Kayaking
Kiawah Creatures Walking Tour
Soccer World Cup match - Brazil vs Croatia
Near Coastal and Reef Fishing
Marsh Kayaking
Kiawah Creatures Walking Tour
Soccer World Cup match - Brazil vs Croatia
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
2:30 PM
2:30 PM ET
2:30 PM
2:30 PM ET
7:00 PM
7:00 PM ET
Mingo Point, on the banks of the Kiawah River
8:00 PM
8:00 PM ET
Mingo Point (outdoor)
Friday, 06/13
8:00 AM
8:00 AM ET
Registration Opens
8:15 AM
8:15 AM ET
Full Breakfast
8:45 AM
8:45 AM ET
Welcome Back
9:00 AM
9:00 AM ET
Keynote Conversation
Fresh off a sell-side role at Fox Sports, Assembly's newly-minted investment chief Catherine Warburton will offer a perspective on the role of programmatic in the media investment portfolio in a conversation with MediaPost editor-in-chief Joe Mandese
- Keynote
- Catherine Warburton, Chief Investment Officer, Dentsu X
- Facilitator
- Joe Mandese, Editor-in-Chief, MediaPost @jmandese
9:30 AM
9:30 AM ET
Panel: Re-Wiring Programmatic into a Customer Insight Engine
We all know the massive data that goes into segmenting and targeting ads via programmatic platforms. But the smartest marketers are also using these systems as insight engines to find new customer bases, glean behavioral insights and build a richer profile of the consumer journey. How are marketing teams using data generated by demand side platforms to inform and direct a broader set of business decisions? How are campaigns being built at the front end to render the most valuable data on the back end? Are organizations even ready for this new set of inputs to the growing pile of data?
- Moderator
- Dean Gardner, Media Director, East , Resolution Media
- PanelistS
- Andy Hunn, Co-Founder & COO, Resonate @andyhunn
- Alex LePage, VP, Market Development & Client Strategy, Chango @chango
- Claudia Perlich, Chief Scientist, Dstillery
- Min Shao, VP of Analytics, Yahoo
10:15 AM
10:15 AM ET
Presentation: Publishers Begin to Arm Up for the Programmatic Wars
Introducing our 'Revenge of the SSP' panel, moderator Matt Prohaska of Prohaska Consulting will map out key themes he's seen among his clients and colleagues. Matt is a longtime industry leader in digital media and technology as well as the former New York Times programmatic ad director. As media companies finally start leaning forward into a future where most inventory in all channels (not just digital), demands greater automation, what trends and competitors need to be tracked? How are channel-specific and cross-channel supply-side platforms launching a features arms race over mobile, video and IO-based media? When and how are publishers getting beyond throwing 'remnant' inventory at open exchanges and learning how to leverage their SSPs more effectively?
- Presenter
- Matt Prohaska, Principal, ProhaskaConsulting.com
10:30 AM
10:30 AM ET
Panel: The Revenge of the SSP
After years of demand side platforms giving buyers control of the market, publishers and their tech partners are evening up the playing field and reasserting control of inventory and pricing. A new generation of SSPs is developing technology and systems that may correct the information assymetry and imbalance of the RTB marketplace, giving publishers the same kind of pricing leverage that historically has gone to DSPs and media buyers. Better data management, smart floors, private exchanges, and greater control overall have greatly improved publisher confidence in the programmatic economy and improved their margins. How is the supply side now calling more of the shots? How does this new leverage impact the broader programmatic world? And does this all mean better inventory in the ecosystem and a more sustainable content economy for publishers?
- Moderator
- Matt Prohaska, Principal, ProhaskaConsulting.com
- PanelistS
- Larry Allen, VP of Ad Innovation & Programmatic Solutions, Turner @lawrenceallen2
- Jason Fairchild, Co-Founder, OpenX
- Kaylie Smith, Head of Seller Cloud, Rubicon Project
- Randy White, Vice President, Media Services, CareerBuilder.com
11:15 AM
11:15 AM ET
Panel: Fraud, Viewability, Clutter – Oh My!
This Web needs an enema. Along with data targeting and audience buying, automation has also helped bundle bots, viewable impression tricks, hidden ads and gaming techniques that have exploded the prevalence of fraud in the system. Has the programmatic ad economy been able to answer the fraud challenge with smarter tech? Or, are we engaged in a never-ending and expensive war where all the fixes get gamed and where waste and fraud just have to be factored into the cost of doing business?
- Moderator
- James Green, CEO, Magnetic @JamesANGreen
- PanelistS
- Mike Atkinson, Media Supervisor, McKinney
- Steve Dennen, VP of Business Development, comScore, Inc.
- Charlie Fiordalis, Managing Director, Digital, Media Storm
- Gabe Gottlieb, Co-Founder and CEO, Pathmatics @gabegottlieb
12:00 PM
12:00 PM ET
Roundtables
Mining the Data from Programmatic Campaigns - Table Lead: Claudia Perlich, Dstillery
Guarding Your Campaigns against Fraud - Table Lead: Kevin Rettig, Accenture
When Are Private Exchanges Right for Your Campaign? - Table Lead: Larry Allen, Xaxis
Guarding Your Campaigns against Fraud - Table Lead: Kevin Rettig, Accenture
When Are Private Exchanges Right for Your Campaign? - Table Lead: Larry Allen, Xaxis
12:45 PM
12:45 PM ET
Lunch
1:00 PM
1:00 PM ET
2:00 PM
2:00 PM ET
Golf at The Ocean Course
Dolphin Encounter and Shelling Charter
Wildlife in the Wetlands Bicycle Tour
Stand-Up Paddleboarding
Dolphin Encounter and Shelling Charter
Wildlife in the Wetlands Bicycle Tour
Stand-Up Paddleboarding
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
7:00 PM
7:00 PM ET
Ocean Golf Course lawn
8:00 PM
8:00 PM ET
PGA room at Ocean Course
Saturday, 06/14
8:00 AM
8:00 AM ET
Registration Opens
8:00 AM
8:00 AM ET
Continental Breakfast
8:30 AM
8:30 AM ET
Sprinting in the Dark: Advertisers in the Programmatic Race
A new day, a new pitch ... each promising more efficiency for digital media budgets than the last: lower costs, larger scale, more premium, better targeting. The dizzying array of options to engineer targeted, efficient and scalable strategies for spending your ad budget is growing daily. Yet, most advertisers are still struggling to understand what programmatic means for them and what they¹re really getting from it. This presentation will explore the gap between the promise of the ad tech world and the reality of many advertisers ... and give some tips on how marketers can start to illuminate the track to success.
- Keynote
- Kevin Rettig, Senior Manager, Personalization & Customer Analytics, Accenture @PitchinRettig25
9:00 AM
9:00 AM ET
Panel: Cross-Platform Cookie Kumbayah: Myth vs. Reality
To hear that last cold caller tell it, tracking and targeting your user across Web, tablet, smartphone -- even TV -- right to the cash register is a problem that has been solved. But amid the algorithms and look-alike modeling, amid the proxies and approximate matching across the cookies, user IDs, IP addresses, demos and geo data ... what cross-platform profiling is really happening today? We ask agency buyers, planners and analysts to separate myth from reality and set realistic expectations for marketers for how well they can close the loop. And, ultimately, how effectively will automated ad technologies reach beyond display to video, mobile, TV and OOH?
- Moderator
- Joe Laszlo, Senior Director, Mobile Marketing Center of Excellence, Interactive Advertising Bureau
- PanelistS
- Beth Distel-Grady, Manager, Interactive Media, WW Grainger @elizabethdistel
- Aaron Epstein, VP, Business Development, Voltari
- Martin Gilliard, GM, North America, Experian AdTruth
- Ben Lampert, Associate Director, AOD, VivaKi
9:45 AM
9:45 AM ET
Panel: Getting Past ‘Creepy’: Can Marketers be Data ‘Partners’ with Customers?
The data that is the lifeblood of programmatic platforms is not just a resource or a commodity. It is emerging as a touchpoint of trust between consumer and brands. Just ask Target or Facebook. Data governance now touches CRM, relationships with regulators, product design and marketing, as well as brand reputation. Rather than wringing hands, this closing panel of our inaugural RTB Insider Summit will ask some industry experts how to turn governance into a net gain – as a way to increase trust with customers and partners. If data can drive deeper and better relevance and service for customers, can marketers become real partners with consumers by showing value and earning trust?
- Moderator
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- PanelistS
- Peg Kuman, Vice Chairman , Relevate Group
- Rolf Olsen, SVP Data & Insights , iProspect
- Paul Steketee, Head of Paid Social & Emerging Media, Merkle @steketee
- John Stewart, SVP, Strategy & Analysis, DigitasLbi
10:30 AM
10:30 AM ET
Roundtables
Is Cross-Platform Tracking more Myth than Reality? - Table Lead: Ben Lampert, VivaKi
Having the Privacy and Data Talk with Your Consumers - Table Lead: Peg Kuman, Relevate Group
Having the Privacy and Data Talk with Your Consumers - Table Lead: Peg Kuman, Relevate Group
11:30 AM
11:30 AM ET
Conference Concludes
