Attribution tells us if we’re doing the right thing today -- an important role, but one that must increasingly be contextualized in the wake of signal loss. In this presentation by GroupM EVP of media activation, Oscar Garza shares a new framework for attribution: part of a larger "tapestry" of marketing measurement. No one approach is unassailable because of factors like identity loss and data scarcity, and no one single approach to measurement can capture the whole impact of marketing. Attribution must exist alongside research (which tells marketers where to start), campaign measurement (how we’re doing) and consumer lifecycles (where consumers are in the buying process). Together, these analyses create a new, more timeless picture of marketing measurement.

As the framework of identity in advertising is changing rapidly, The Trade Desk has been pioneering solutions that are mutually beneficial for all players. Authenticated IDs such as Unified ID 2.0 provide secure and privacy-conscious identity and addressability solutions across devices and channels. Join this session to hear how we’ve adapted our identity offering and what's still to come at The Trade Desk for UID2 and how this changes the game for innovative measurement opportunities.

Ready to take your CTV (Connected TV) advertising strategy to the next level? Join this session, led by Lindsey Harju and Brie Pinnow from Blinc, for an in-depth breakdown on everything you need to know to not only speak the lingo, but successfully execute advanced targeting and measurement strategies in this booming video ecosystem. We’ll dig into each step of the campaign execution process from planning to analytics. This interactive session covers key terminology and critical topics like audience data, inventory types, media buying options, leading CTV platforms, and campaign measurement possibilities. We’ll even get out our crystal ball to discuss the future of CTV and emerging trends to watch out for in the coming years. If you’re ready for an informative, engaging and actionable session packed with strategies and insights you can apply to your marketing and product strategies, join this session.

Brands employ different objectives depending on the campaign and their desired audience. Sellers must be able to balance brand safety and suitability with performance across different channels, campaigns or environments. Taboola uses a KPI-first approach to embrace those challenges, setting a standard that other platforms can learn from. Join DV and Taboola in this session, which outlines the wide range of marketing goals the industry must account for in today’s environment. Ultimately, advertisers can have it all, driving performance and accomplishing brand safety KPIs.

Data privacy and regulatory compliance are top of mind for everyone in the advertising industry. But addressing evolving privacy regulations on a worldwide basis is a massive challenge. One solution is the Global Privacy Platform, developed by IAB Tech Lab, which is a mechanism for allowing user consent signals to be communicated through the digital ad supply chain. Rowena Lam, the Tech Lab’s senior director of product for privacy and data, will explain exactly how the GPP works, including local jurisdictional signaling at the state and country level. She’ll share advice on how to evaluate privacy and consent technology more broadly as the space only continues to grow.

Ready to take your CTV (Connected TV) advertising strategy to the next level? Join this session, led by Lindsey Harju and Brie Pinnow from Blinc, for an in-depth breakdown on everything you need to know to not only speak the lingo, but successfully execute advanced targeting and measurement strategies in this booming video ecosystem. We’ll dig into each step of the campaign execution process from planning to analytics. This interactive session covers key terminology and critical topics like audience data, inventory types, media buying options, leading CTV platforms, and campaign measurement possibilities. We’ll even get out our crystal ball to discuss the future of CTV and emerging trends to watch out for in the coming years. If you’re ready for an informative, engaging and actionable session packed with strategies and insights you can apply to your marketing and product strategies, join this session.

Ad tech enables publishers to programmatically sell their ad inventory to millions of demand partners through a complex supply chain. Bogus or low-quality publishers can exploit the opaque nature of the ad tech to deceptively monetize their ad inventory. In our research, we investigate how misinformation sites subvert the ad tech transparency standards and pool their ad inventory with unrelated sites to circumvent brand safety protections. A few major ad exchanges are disproportionately responsible for the dark pools that are exploited by misinformation websites. Evidence has shown that dark pooling allows misinformation sites to deceptively sell their ad inventory to reputable brands. In this session, you will learn of potential countermeasures such as better vetting of ad exchange partners, adoption of new ad-tech transparency standards that enable end-to-end validation of the ad-tech supply chain, as well as widespread deployment of independent audits like ours.

As the streaming landscape continues to transform the way audiences watch television content, buyers are taking note and shifting their budgets to CTV. As video ad spend continues to grow, so does the opportunity to refine media buying and selling workflows to increase efficiency. Using automation where possible, particularly for forecasting, allows better optimization of CPMs in real time, and can drive increased yield. In this workshop, learn about how AI-powered technologies can have a positive impact on video ad monetization.

Bid enrichment is the practice of bundling ad inventory with targeting data to make it more attractive in the bidstream. But publishers are still playing catch-up to SSPs, who have been packaging and labeling media beyond the scope of what publishers have been able to do themselves. Salon CRO Justin Wohl explains how publishers can understand how SSPs are representing their inventory to buyers. And he offers tips for how publishers can take control over how their ads are sold through solutions like Seller Defined Audiences.

You’ve heard the term a million times and know what it means. Sort of. In this session, learn to put data clean rooms to use, armed with the technology you need, the questions you’ll need to ask and the important differences between data clean rooms in market right now.

At times, the vibes around retail media and its growth can seem positively euphoric. But are we being sold a bill of goods? In this session, we'll break down what the real growth drivers, the real opportunities, and the real risks are in this fast-growing sector of digital media, particularly as retailers look off-platform for further engines of growth.

*This session is 25 mins.

As consumers continue to shift away from linear television, advertisers are quickly looking to capitalize on the benefits of CTV: sight, sound & motion and the addressability, flexibility and measurement capabilities of programmatic. However, the reality is that most CTV ads are not actually purchased programmatically, but through the hand-sold deals such as direct IOs or private marketplaces. How will the industry shift away from hand sold deals, and realize the true power and scale of CTV?

You’ve heard the term a million times and know what it means. Sort of. In this session, learn to put data clean rooms to use, armed with the technology you need, the questions you’ll need to ask and the important differences between data clean rooms in market right now.

When we think about media responsibility and all it encompasses – brand safety, inclusivity, sustainability, data ethics – there’s often a false perception that using these principles to inform where and how you invest your media budget will inhibit campaign ROI. MAGNA Global will demonstrate how the industry is proving that using responsibility as a lens for investment can actually drive incremental ROI, with actionable tips on how you can start the journey – from what channels to consider, to approaching scenario planning and optimization – so you too can leverage responsibility to drive real business impact.

Video content is booming. As marketers navigate this massive influx of content, accurate data is crucial — but, unfortunately, a lack of transparent and granular data only makes it more challenging for marketers to understand and take action on their media buys. Multimedia classification technology that uses image, text, and audio data and is changing the direction of programmatic buying on CTV, social and beyond. Marketers receive actionable data to show the full picture of brand suitability. Join IAS’s Mike Parker, director of programmatic development, as he reveals the key ways advertisers can harness multimedia classification technology to unlock scale and drive the future of brand suitability, contextual targeting and more.

Performance-based marketing has revolutionized customer acquisition for the web and mobile apps. Now, as the next major media frontier, CTV stands to benefit from the same data-driven targeting and measurement to give streaming advertisers the ability to engage viewers at scale. In this session, Dave Bernath, VP of Sales & Partnerships, Americas at Wurl, will dive into the key challenges streamers are facing today in acquiring and retaining audiences, as well as practical tips and takeaways for how these advertisers can turn their marketing efforts from a cost center to a revenue center through defining effective KPIs, measuring and analyzing performance, and achieving ROAS.

Buyers know not to trust the CTV open auction. But despite a veneer of trust, CTV private marketplaces (PMPs) are often just window dressing on the open auction. Jounce Media founder Chris Kane explains how PMPs can expose buyers to fraud, reselling, and low quality inventory. He will provide tools for buyers to scrutinize their CTV PMP buys, and he will outline how ad tech companies should implement default protections for buyers.

First-party data is the new gold rush across online advertising. As third-party cookies go away and companies seek out other sources to power targeting, attribution and audience insights, where does first-party data sit in the overall mix? Learn how martech platforms use first-party data to drive experiences and outcomes across owned channels, but also overcome scalability, privacy and data quality challenges, and what advertising can learn from how martech uses data.

Today’s media landscape is fragmented, and in order to thrive, publishers must truly commit to diversity - in revenue-generation tactics, growth strategies, their approaches to building engaged audiences, and diversity in talent and leadership. Join Kerel Cooper, Group Black’s President of Advertising, for a dive into practical steps to making media more inclusive, in ways that also drive business outcomes and create a sustainable media ecosystem.

As retailers and commerce companies build out their media offerings and data capabilities, this creates a new opportunity for advertisers to tap into powerful and previously unattainable data signals. Brands are now able to leverage deterministic loyalty purchase datasets provided by retailers in media buys to increase the relevance of their digital advertising. In this conversation, we will discuss the benefit of using retail data in media buying to reach the right audience (even for non-endemic brands) and enable more data-driven decisions, and how best to work with retailers to build campaigns that deliver results.

First-party data is the new gold rush across online advertising. As third-party cookies go away and companies seek out other sources to power targeting, attribution and audience insights, where does first-party data sit in the overall mix? Learn how martech platforms use first-party data to drive experiences and outcomes across owned channels, but also overcome scalability, privacy and data quality challenges, and what advertising can learn from how martech uses data.

SKAN 4 is Apple’s most feature-rich version of their privacy-preserving attribution tool to date. To maximize its full potential, advertisers and publishers need to understand the grittiest of details. In this deep-dive session, Katie Madding, Chief Product Officer at Adjust, will unpack the complexity and nuances of SKAN 4 with learnings from clients and partners and share some important do's and don’ts of SKAN measurement.

Think signal loss has only downsides? Think again. Join this panel session, moderated by Proximic by Comscore's Managing Director Rachel Gantz to learn how media buyers and sellers are driving more efficient and performant advertising than ever before, overcoming signal loss. We'll dig into how waning access to third-party cookies along with privacy and browser regulations are actually a net gain for those willing to start tapping into emerging tactics for buying and selling media.

The promise of programmatic was full automation. Instead, programmatic has been “progra-manual” and requires trafficking tasks, interaction with audience and PMP partners and manual optimization. We can all agree it’s not the future. Enter custom algorithms, which create the opportunity for us to increase the frequency of optimizations and allow for more customized optimization logic—for example, optimizing toward offline data and outcomes. With the emergence of automation, agencies will increasingly stand up their own data science and product teams which will build on programmatic APIs.

Ad tech and the cloud are both complementary and competitive. And the categories are coming together with marketing-tailored solutions like Amazon Web Services' new ad tech solutions. Learn the key distinctions between the major public cloud platforms, and hear predictions of how the frenemy relationship between ad tech and the cloud will play out over the next few years in this session, and why U of Digital's Myler Younger believes advertisers will be the ultimate decision-makers for how these two areas work together.

Most companies do not intentionally violate data privacy law or ignore regulatory guidance. What is common, however, is for business decisionmakers not to understand their own data footprint. In this session, get the legal and technical perspective on protections to implement, and how to balance proactive compliance with the demands of the business.

Many brands have been pulling back on ad spend due to economics fears, but chew on this: Large advertisers that haven’t pulled back are seeing market share gain. Join Lauren Fisher, GM of business intelligence at Advertiser Perceptions, as she explains why. But here’s a sneak peek: These brands are being smart about how they spend and only allocating dollars to the best-performing channels, including CTV.

Over the last 6 months, dozens of blue chip advertisers ran ads on Steve Bannon’s War Room. How did that happen? And what should you do if you learn that your ads are showing up on a channel you never expected? Nandini Jammi, Co-founder of Check My Ads and Antonio Torres, Co-founder and CTO of DeepSee.io explore the CTV supply chain and what steps you need to take with your ad partners to protect your media spend.

Most companies do not intentionally violate data privacy law or ignore regulatory guidance. What is common, however, is for business decisionmakers not to understand their own data footprint. In this session, get the legal and technical perspective on protections to implement, and how to balance proactive compliance with the demands of the business.

Chatbot AIs are the flashy new thing in search advertising. But there are innovations that actually affect how businesses and search marketers spend their money. Bashar Kachachi, founder and CEO of Symbiosys, will lay out a vision of collaborative search between consumer brands and retailers, where both sides contribute to campaigns.

Participants will come out of this session with insights into the benefits and drawbacks of utilizing short-term and long-term Facebook Ads strategies. They will gain a thorough understanding of the key differences between the two approaches and examine case studies that illustrate how each strategy can be used to achieve similar results. Additionally, attendees will learn how to create a Facebook Ads funnel that balances both short-term and long-term tactics. Plus, get guidance on how to get stakeholders on board with this balanced strategy and make informed media decisions that drive immediate results while also creating long-term value.

Contrary to popular opinion, a successful in-housing project does not start with an organizational chart. The real stage zero of in-housing is establishing the correct data and tech infrastructure to enable the future team. In this session, financial services firm John Hancock/Manulife will share how it set up its martech structure and data requirements to ensure the longevity of its in-housed operations.