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Programmatic Summit 2016 Agenda
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8:00 - 9:00 AM

Networking Breakfast and Registration

9:00 - 9:10 AM

Opening Remarks

9:10 - 9:40 AM

The Brand Perspective
Learn how a marketer weighs the pros and cons when evaluating whether to bring its programmatic buying in-house, how its strategy has impacted its digital media budgets, and how it views, and resolves, the challenges related to transparency, fraud, and viewability.

  • Moderated by: Benjamin Dick (BIO), Director, Industry Initiatives, IAB
  • Alex Sutton III (BIO), Global Director, Digital Acquisition, Avis Budget Group

9:40 - 10:00 AM

The Role of Automation to Refine Creative Messaging
Creative, data, and automation have long seemed to be at odds with one another, but there's a growing need in the industry to create more compelling dynamic creative to provide personalized user experiences. Industry leaders highlight examples of best-in-class data-driven creative and explain what needs to happen to reduce the operational pain points of DCO and scale it across inventory sources.

  • Ryan Tetuan (BIO), Head of Creative Agency Solutions, Media Platforms

10:00 - 10:40 AM

Networking Break 

10:40 - 11:00 AM

Right Time, Right Place for Mr. Right: A Case Study

  • JJ Caruth (BIO), Head of Marketing & Distribution, Focus World
  • Zachary Soreff (BIO), President, Sawyer Studios

11:00 - 11:30 AM

Cross-Device Measurement And Attribution
Learn how media companies and marketers alike are overcoming attribution challenges to gain a more thorough understanding of audience and inventory performance. Industry experts discuss technical limitations and how to overcome them.

  • Moderated by: Paul Gelb, VP of Programmatic and Global Agency Partnerships, xAd
  • Christopher Murphy, Managing Director, Programmatic, Omnicom Media Group
  • Tom Kelly (BIO), Vice President of U.S. Demand Platform Sales, AOL

11:30 - 12:00 PM

Networking Break

12:00 PM – 1:00 PM

Deep-Dive Tracks
Dig into the topics that matter most to your business objectives.

Track 1

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Track 2

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Track 3

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Track 4

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Track 1

The Next Era of Data
As the programmatic market becomes increasingly more sophisticated, the industry has become more thoughtful in its use of data and 1:1 targeting. This track examines the rise of people-based marketing and explores where the evolution in the marketplace is headed.

People-Based Marketing across Channels
The next era of data stems from targeting users beyond display and onto the platforms with which they're engaged. This presentation highlights strategies for packaging data and explores best practices for targeting users on a 1:1 basis across channels and devices.

John Baudino (BIO), Sr. Director, Digital Sales and Strategy, Acxiom


Navigating the Complex Road of Targeting
In this session, industry experts engage in a discussion that highlights the confusion, and opportunities, of targeting in a programmatic world. Learn how to navigate the various technology and platform partners being offered in this increasingly complex space.

Track 2

The Next Era of Native Programmatic
Native advertising has been embraced across the digital ecosystem, but many questions remain regarding how it can be scaled to meet the needs of a programmatic market. This track takes a deep dive into automating native advertising, exploring where the market is today and understanding best practices for implementation across channels.

The Roadmap to the Next $10 Billion in Native Advertising
Multiple industry forecasts expect that 2016 will be the year that native advertising becomes the largest display advertising medium, overtaking traditional banners in total spend. In this session, Mike Gaffney examines the trends that led native to grow so quickly and looks ahead at the key drivers for the next $10 billion in investment in native.

Mike Gaffney (BIO), Chief Revenue Officer, Sharethrough


Implementing Native Programmatic at Scale
Gain an understanding of how those in the trenches are embracing native programmatic with real-world examples. This session examines how buyers consider the work flow when translating video and display ads to native.


Curt Larson (BIO),Vice President of Product,Sharethrough

Track 3

The Next Era of Private Marketplaces
Many publishers and advertisers continue to have their eyes on private marketplaces as they seek strategies for more targeted trading models. This track discovers the opportunities that PMPs provide across the ecosystem, and shares best practices, as well as pitfalls to avoid, for both buyers and sellers.

PMPs from the Buyer Perspective
Quality video inventory remains scarce, making it difficult for marketers to buy in the open marketplace. In this session, learn how private marketplaces provide buyers with access to coveted inventory. Identify valuable audiences with desirable, relevant content.


Abbey Thomas (BIO), Head of Entertainment and Auto, Tremor Video


Why Sellers Embrace Private PMPs
This session explores the ability of private marketplaces to combine the best of programmatic and direct deals in order to increase the value of inventory. Learn how publishers leverage technology to facilitate this with private marketplaces.


Laura Buchman (BIO), VP, Seller Platform, Tremor Video

Track 4

The Next Era of Mobile Programmatic
Mobile programmatic ad spend is expected to grow more than 65 percent this year, with mobile encompassing three-quarters of all programmatic display ads by 2017, according to eMarketer. By exceeding desktop levels, mobile is poised to be the winner in the programmatic space. This track explores the challenges and opportunities around creating, distributing, and monetizing on quality ad campaigns in the mobile programmatic space.

Enacting Creativity in an Automated World
Programmatic advertising and real-time bidding are often associated with direct response ads that lack the personalization, innovation and artfulness that are critical to effective marketing. But it doesn't have to be that way. In this session, learn how to create and distribute quality mobile ad campaigns that communicate a meaningful narrative designed with the user in mind.


Chris Pinel(BIO), Vice President and Head of West Coast Sales, Kargo


Understanding Mobile Programmatic Monetization
Though mobile programmatic is set to explode, monetization continues to be a challenge. In this discussion, learn how both buyers and sellers approach mobile versus display in an automated world.

1:00 – 2:00 PM

Networking Lunch

2:10 – 2:40 PM

Workshop 1

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Workshop 2

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Workshop 3

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Workshop 4


2:50 – 3:20 PM

Evolution of Header Bidding Display Monetization
What is the current state of the header bidding market today? Discover best practices for header bidding implementations, both operationally and technically, and learn how these technologies can be applied across platforms and inventory sources beyond display. Learn how these practices impact deal structures, including automated guaranteed and private marketplace buying.

  • Moderated by: Angela C. Kinsella (BIO), Vice President, Media Sales + Operations, Demand Media
  • Jourdain Casale (BIO), Vice President, Strategy, Index Exchange
  • Jason Fairchild (BIO), Co-Founder & Chief Revenue Officer, OpenX

3:20 – 3:45 PM

Data Transparency and Targeting Beyond the Cookie
As programmatic has become more sophisticated, the use of first-party data and device ID-based audience segments is on the rise. Learn how the industry is targeting audiences in a more thoughtful way, and gain an understanding of how the rise of user-level targeting impacts campaign measurement and performance.

  • Mac Delaney (BIO), Head of Programmatic, Merkle

3:45 – 4:15 PM

The Convergence of Programmatic Supply Sources
Automation has continued to facilitate programmatic monetization of inventory across new and exciting channels, including audio, linear TV, and digital out-of-home. In addition to providing a more data-enriched view of the media landscape, this aggregation and unified inventory access opens targeting, reporting, and optimization synergies, as well as a host of new tactical options for advertisers. Industry experts address questions around scalability, attribution measurement, and operational and technical best practices.

  • Moderated by: Tim Sims (BIO), Vice President of Inventory Partnerships, The Trade Desk
  • Karyn Johnson (BIO), President, Programmatic, Publicis Media Exchange
  • Chris Pirrone (BIO), General Manager, Sports Digital Properties

4:15 – 5:00 PM

Networking Cocktail Reception

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