Programmatic Day @ New York Life presented by Quantcast (Members Only Conference)

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With the rapid adoption of programmatic media, the supply chain has become complicated — agencies, trading desks, demand-side platforms, supply-side platforms, data management platforms, exchanges, publishers. Hosted by New York Life in New York City, this complimentary ANA members-only conference features sessions from leading marketers and thought leaders who will share case studies on how they leveraged programmatic buying to drive better decisions, offer insights into the programmatic supply chain, including data quality and identity resolution, brand safety, ad effectiveness and organizational alignment and staffing. You will also have the opportunity to network and learn from your marketing peers at this complimentary event that is open to all ANA members and invited guests only.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, September 7, 2017
9:00am Breakfast

9:45am General Session

BANK OF AMERICA’S TOP 5 PROGRAMMATIC INSIGHTS

Bank of America is one of the world's leading financial institutions, serving individual consumers, small and middle-market businesses and large corporations. In this session, Brent Bouldin, Senior Vice President of Digital Media will share his top five insights that are crucial to developing a strong programmatic team and executing a winning campaign.

Brent Bouldin
Senior Vice President, Digital Media Bank of America

HEWLETT-PACKARD ENTERPRISE: PROGRAMMATIC MEDIA STRATEGY

In this session, Adam Benaroya, Manager of Global Media Strategy at Hewlett Packard Enterprise will take us on their programmatic journey to improve targeting and media effectiveness within a digital-centric marketing model. This session will address how HPE made the business case for change, how they addressed industry-wide gaps, and insightful takeaways for marketers when taking on in-house projects.

Adam Benaroya
Manager, Global Media Strategy Hewlett Packard Enterprise
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11:25am Networking Coffee Break

DATA POWERS PROGRAMMATIC, BUT WHAT POWERS THE DATA?

Many programmatic buyers don't question the origin, accuracy or scale of the audiences they buy from programmatically, yet we hear so much about challenges in measurement and accuracy in the digital space. Data accuracy significantly affects the outcomes of a marketing plan, but given the complicated the breadth and scope of our digital ecosystems, it’s hard to know where to start.  To succeed today, marketers need to know how data affects their business: It’s time to understand where it comes from – so you can know where you’re going.  In this session, we will present a comprehensive overview of where data comes from and why it matters to measurement.  Measurement and audience validation should be at the foundation of marketing success metrics for 2017, right next to fraud and viewability. 

Seph Zdarko
Director of Data, Modeling, Partnerships & Attribution Quantcast
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12:30pm Luncheon

BEST PRACTICES IN EXECUTING A PROGRAMMATIC CAMPAIGN

New York Life Insurance Company, a Fortune 100 company founded in 1845, is the largest mutual life insurance company in the United States and one of the largest life insurers in the world.  In this session, we’ll hear their best practices and things to watch out for when it comes to executing a programmatic campaign.

Alexei Milgram
Corporate Vice President, Brand Marketing Performance Analytics New York Life
Andrew Werts
Corporate Vice President, Media and Sponsorships New York Life
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THE UNTAPPED OPPORTUNITIES OF “PROGRAMMATIC" IN OTT

Programmatic technology revolutionized the way digital media is targeted, transacted and measured across devices.  But with its proliferation came fraud, brand safety and many complexities.  Programmatic has quickly become a dirty-word.  Hulu’s Head of Advanced TV, Doug Fleming, takes you through the evolution of programmatic in the OTT space, discussing how Hulu and it’s marketers are overcoming the challenges of OTT's first iteration of programmatic and the solution of today; what we like to call, Advanced TV.  As the shift of eyeballs back to the living room rapidly increases and automated buying grows in importance to marketers, this session will give marketers the front-row seat that's needed to understand that evolving OTT-programmatic landscape and how the leading premium streaming service is approaching programmatic today. 

Doug Fleming
Head of Advanced TV Hulu
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3:00pm Conference Adjournment