Following a turbulent year, it's time for marketers to once again recalibrate their relationship with technology across their businesses. If last year proved anything, it’s that successful pivots boil down to agility. This involves engaging consumers with relevant, empathetic messages, prioritizing privacy, and capitalizing on both new and proven channels.
Join the third annual Adweek NexTech to hear from brand executives and technology leaders who will provide insights into integrated strategies you'll need to succeed in 2021. During the three-day event, you'll also hear first-hand from the teams responsible for tactical implementation, providing a clear-eyed perspective on both the successes and the challenges the industry faces and how to stay nimble.
President and Chief Business Officer, Global Advertising and Partnerships
Global Chief Data and Marketing Technology Officer, IPG and Chief Executive Officer, Kinesso
Three days. Three themes.
Day One —
What’s Next: Programmatic and Cross-Channel Measurement
This year, programmatic advertising is on track to account for 87 percent of U.S. digital ad spend, per eMarketer. This follows a 10.4 percent bump in programmatic digital last year. As consumer behavior continues to favor multiple streaming services and viewer fragmentation accelerates, advertisers must shift their focus to measure cross-platform reach and frequency in real-time. Hear from leading marketers and ad buyers as they shed a light on their strategies for success in effective cross-channel measurement and winning programmatic strategies that scale.
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Day Two —
What’s Next: The New Era of TV Streaming
By some estimates, streaming subscribers will outnumber traditional cable TV subscribers as soon as 2024. In addition, addressable TV advertising is expected to rise 75 percent to $3.6 billion by 2022. How does the migration to Connected TV influence consumer behavior and marketers’ decisions around identifying and targeting audiences? How can video be used to efficiently serve up relevant advertising to the right consumer in a crowded landscape? Top marketers and TV executives address best practices for the new era of TV streaming, including how to navigate the audience addressability landscape.
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Day Three —
What’s Next: Brand Safety, Privacy and First-Party Data
The brand marketing ecosystem is coming to grips with a cookie-less future. Hear from leading marketers, publishers and ad tech pros as they unpack what this seismic shift means for digital marketing. Conversations will explore the evolving role of first-party data and strategies for pivoting within a rapidly changing environment that emphasizes brand safety and privacy.
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