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

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What is programmatic buying?  According to a recent ANA survey, almost 40 percent of marketers claim little or no awareness of programmatic buying and only 23% understand and use it to execute advertising campaigns.

With the implementation of automated media buying, technology and data ownership is drastically changing between the client and agency. 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.

Join us for a fun and informative day, hosted by Microsoft in New York City and hear about success stories in programmatic. You will hear from client side marketers and industry leaders on topics including the programmatic landscape, agency trading desks, managing client/agency relationships, programmatic and the law and more!

Download the ANA Event Guide at e.ana.net.

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Agenda

TIME EVENT DETAILS LOCATION
Thursday, October 30, 2014
8:15am Breakfast

9:00am General Session

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
Brian Gleason
Managing Director Xaxis North America GroupM/WPP
Adam Heimlich
Managing Director, HX Horizon
Chris Williams
President MAGNAGLOBAL

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
Glenn Roginski
Media Director, US Marketing Pfizer
Jay Sears
SVP, Marketplace Development Rubicon Project

INSIDE PROGRAMMATIC BUYING

As nearly half of all media budgets move towards 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
James Colborn
Director, Targeting & Programmatic Team Microsoft
12:30pm Luncheon

1:30pm General Session Cont.

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
Fred Lah
Associate 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
3:30pm Conference Adjournment