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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. BOT FRAUD & MEDIA TRANSPARENCY – HOW SHOULD ADVERTISERS COMBAT THESE ISSUES? (10:00-10:45AM)
A. There are estimates that 25+% of money spent on digital advertising is wasted and much of that is "bot fraud" – sites with phony traffic that collect payments from advertisers through the middlemen who aggregate space across many sites and resell the space for web publishers. Bot fraud affects display, video, and mobile advertising. ANA is in discussions with an outside company to conduct a test among ANA members to (a) identify/benchmark the percentage of bot fraud for each participant and (b) provide recommendations / best practices for advertisers to consider going forward. In this open discussion we would like to hear from participants how, if at all, they are currently dealing with bot fraud and get reaction on the proposed test among ANA members.
B. The advertising industry has a "transparency crisis." There have been increasing concerns about the issue of media and media agency transparency – i.e., media sellers and agencies providing honesty and clarity to marketers on costs, placements, and data. Rebates surfaced as an issue a couple of years ago and were the topic of an ANA white paper at that time; but recently concerns about rebates have returned and will be the focus of an open discussion at this meeting. (Rebates = not knowing if my agency makes money from the media sellers on my media buy, e.g., -- are they getting rebates from the media?)
Bill Duggan, Group Executive Vice President – ANA
II. MEMBER ROUNDTABLE DISCUSSION (10:45AM-11:15AM)
- A. Measurement Mandate Update: The ANA is collaborating with sister trade organizations including the ARF, IAB, and the 4A's to take a leadership role on identifying and driving key media measurement and validation industry issues. In this session, we will provide an update on our "Measurement Mandate" initiative and discuss ideas on how the ANA Media Leadership Committee can continue to move these important issues forward.
- 2014-2015 Upfronts and Newfronts: In this session, we will ask members to share any experiences and insights regarding the 2014-15 Upfronts and Newfronts.
Rex Conklin, Media Director – Home Depot and ANA Media Leadership Committee Co-Chair
III. THE ADVERTISER PERSPECTIVE ON THE HOTTEST MEDIA ISSUES (11:30AM-12:15PM)
A joint ANA/Forrester Research survey asks national advertisers about their attitudes towards the hottest media issues of the moment: media and media agency transparency, programmatic buying, and measurement. Susan Bidel, Senior Analyst – Forrester Research will share topline results from the survey, initially debuted at the 2014 ANA Media Leadership Conference, and provide an opportunity for ANA Media Leadership Committee members to share their thoughts on these issues.
Susan Bidel, Senior Analyst – Forrester Research
LUNCH (12:15 – 1:00PM)
IV. PROGRAMMATIC BUYING: IMPLICATIONS FOR BRANDS AND AGENCIES (1:00-2:30PM)
The increased use of data and technology has resulted in brands being able to access inventory more effectively and at scale. However, this also results in some complexity around operations, management of risk and transparency. In this session, John Montgomery, Chief Operating Officer, North America – GroupM Interaction and Chair, 4A's Media Leadership Council and members of the 4A's Media Leadership Council will open up the discussion on the implications of programmatic buying for brands and agencies.
Kathleen Brookbanks, Chief Operating Officer – OMD
John Montgomery, Chief Operating Officer, North America – GroupM Interaction and Chair, 4A's Media Leadership Council
Barry Lowenthal, President – The Media Kitchen