Agenda

10:30 AM - 11:00 AM
WORKSHOP: Reaching Attitudinal Targets without Compromising Scale

Digital platforms promise unmatched precision when it comes to reaching consumers with specific profiles. While these platforms typically deliver when the requirement is a behavior, accuracy often suffers when the objective is to reach consumers with specific attitudes or sentiments (e.g. pycho-graphic or attitudinal segments, intenders for a specific product or service, etc.) Challenges to their accuracy range from privacy regulation that limit what information can be garnered about a potential impression, to analytical limitations that lead to flawed qualification of those impressions even when data isn’t sparse, to complexities with the digital eco-system that lead to breakdowns in the portability of information from one platform to the next. In this breakout session, ENGINE shares insights on steps it has taken in the past several years to overcome these challenges, thus substantially improving the accuracy of delivery to attitudinal targets without comprising scale.

Mark Fogelberg - ENGINE
Andy Davidson - ENGINE
Mark Fogelberg Andy Davidson
WORKSHOP: A Post-ID Primer: The Surprising Combinations to Achieving Precision & Scale

It’s been a year since Apple flipped to opt-in device IDs. Device addressability has dropped precipitously, and Google is continuing the trend with Android and Chrome. While there has been a lot of speculation about the next best targeting model, the most hailed solutions are falling far short as viable replacements and some surprising others are emerging with remarkable promise.

In this opening workshop session, Emodo’s Jake Moskowitz explores the good, the bad, and the ugly when it comes to targeting solutions, including the emergence of the most promising combinations for achieving both precision and scale.

Jake Moskowitz - Emodo
Jake Moskowitz
11:00 AM - 11:05 AM
Adweek Opening Remarks

Welcoming remarks and a look at the event.

Danny Wright - Adweek
Danny Wright
11:05 AM - 11:25 AM
Next-Gen Rolling Stone 

The iconic Rolling Stone has stayed true to its mission of tapping into the cultural zeigeist and that includes its own evolution from a print-based business to an omnimedia content brand. Hear from CEO Gus Wenner on the publisher’s transformational journey. 

Gus Wenner - Rolling Stone
Mark Stenberg - Adweek
Gus Wenner Mark Stenberg
11:30 AM - 11:50 AM
Finding the Right Target Audience – When It Matters Most

Delivering the right message, to the right target, at the right time is always important, regardless of a company’s products or solutions. But in the middle of a pandemic, when misinformation is abound, it’s more important than ever.

Don’t miss this fireside chat between the Ad Council and ENGINE, as they discuss how they worked together to ensure they reached the right target audience for Ad Council’s “It’s Up to You” public service campaign. Focused on the niche “vaccine hesitant” cohort, the Ad Council embarked on their most successful campaign yet, disseminating information and tools to build vaccine confidence.

Kasha Cacy - ENGINE
Liz DeAngelis - The Ad Council
Kasha Cacy Liz DeAngelis
11:55 AM - 12:00 PM
Trivia
 
 
 
12:00 PM - 12:25 PM
The Power of Publishers in a Cookieless World 

With identifiers in flux, publishers and platforms are keenly aware of the value of their first-party data. Hear from leading publishers from The Washington Post, Quartz, and Bloomberg on leveraging first-party to build and monetize its audience. 

Joy Robins - The Washington Post
Natalie Diamond - Quartz
Chris Marino - Bloomberg Media
Mark Stenberg - Adweek
Joy Robins Natalie Diamond Chris Marino Mark Stenberg
12:30 PM - 12:50 PM
Unlock Your Competitive Edge With Contextual Advertising

In head-to-head comparisons, new innovations in contextual targeting have shown to perform well in comparisons to retargeting. Join this presentation to discover how contextual advertising can empower performance marketing, provide a competitive edge, and give marketers a new avenue to reach performance in a privacy-safe environment.

Vitaly Pecherskiy - StackAdapt
Vitaly Pecherskiy
12:55 PM - 1:55 PM
Break
 
 
 
1:55 PM - 2:15 PM
Media Agency of The Year

Adweek's annual award recognizes the exceptional achievement of media agencies in an ever-changing landscape. We will honor one U.S., one global and one emerging, breakthrough media agency that rose to the top in a field that’s been undergoing great change.

Sasha Savic - MediaCom U.S.
Antonia Swan - VaynerMedia
Jameson Fleming - Adweek
Sasha Savic Antonia Swan Jameson Fleming
2:20 PM - 2:25 PM
Trivia
 
 
 
2:25 PM - 2:45 PM
How to Make Advertising Work Better Without You Working Harder

Getting an ad campaign off the ground can be a heavy lift. It often takes too many people too much work with processes that seem too hard to change. When you’re running across multiple channels, the complexity can drive you mad. What if it didn’t have to be like that? What if you could do lots more with less effort?

Join Clinch CEO Oz Etzioni to see how a new simple, intuitive technology that agencies and brands are using to make the advertising much more efficient and, at the same time, enable them to deploy powerful ad personalization and optimization strategies across all channels that always seemed like too much work.

Oz Etzioni - Clinch
Oz Etzioni
2:45 PM - 3:05 PM
The Rise of Retail Media Networks 

Between the pandemic and privacy concerns, many brands are getting hit with a one-two punch. But with challenges come opportunities, and retailers, including Amazon, Best Buy Home Depot, Target and Walmart are able to offer new options for data that’s safe and secure. 

Hear from McKinsey & Company’s Quentin George on the rise of retail media networks and the opportunity to create more accountable advertising in this new normal.  

Quentin George - McKinsey & Company
David Kaplan - Adweek
Quentin George David Kaplan
3:10 PM - 3:30 PM
Privacy, Trust & Personalization: Blazing a Trail Forward

For years, media companies have relied on third-party cookies for tracking, data collection, and ad personalization and targeting. The end of third-party cookies does not mean regulatory requirements for respecting consumer privacy are going away. It does mean that companies should begin to revamp their data strategies to deliver privacy-centric personalized experiences that build customer trust and loyalty.

Join this session to learn how to pivot your strategy to focus on capturing first-party data and expanding your marketing-consented database, along with making privacy and trust your competitive advantage.

Ethan Sailers - OneTrust
Ethan Sailers
3:35 PM - 3:55 PM
How PepsiCo Leverages Its Data to Build Close Ties to Its Global Consumers 

PepsiCo wanted to go beyond using data for broad efforts such as getting products in big box stores or through major events and started moving towards less demographic and more contextual, psychographic marketing. The results helped them optimize offers in different parts of the world while building trust and transparency. Join us as Shyam Venugopal and Mark Risis leaders of PepsiCo’s Data and Analytics team take us through their journey to build progressive, privacy-compliant insight data collaborations for a new era.  

Shyam Venugopal - PepsiCo
Mark Risis - PepsiCo
Chris Ariens - Adweek
Shyam Venugopal Mark Risis Chris Ariens
4:00 PM - 4:05 PM
Adweek Closing Remarks

Thank you for joining!

Danny Wright - Adweek
Danny Wright
10:30 AM - 11:00 AM
WORKSHOP: The Importance of Contextual Advertising in a Cookieless World

In an increasingly cookieless world, contextual advertising is proven to have strong advantages over traditional keyword targeting and custom segments. Join the StackAdapt Data Science team for a deep dive workshop into the success of Page Context AI, the multilingual support and future roadmap of contextual advertising at StackAdapt.

Jarrett Wang - StackAdapt
Zeynep Akkalyoncu - StackAdapt
Jarrett Wang Zeynep Akkalyoncu
11:00 AM - 11:05 AM
Adweek Opening Remarks

Welcoming remarks and a look at the event.

Danny Wright - Adweek
Danny Wright
11:05 AM - 11:25 AM
Context's Moment? 

Core pieces of digital advertising are being disrupted as we speak with the end of the cookie era in sight. The door is, however, wide open for context, custom integrations, custom content to drive help brand affinity for marketers. 

Hear from Stephanie Layser, News Corp.’s VP of Advertising Tech and Operations, on the future of ad tech, and how the industry can rally around “open technology” to shift power, and revenue away from the walled gardens. 

Stephanie Layser - News Corp
Lucinda Southern - Adweek
Stephanie Layser Lucinda Southern
11:30 AM - 11:55 AM
TV’s Future Requires Cross-Platform Measurement

The massive shift to streaming and on-demand viewing has transformed the TV market, encouraging the buy- and sell-sides to reassess measurement standards and metrics en masse.

Technology and scale sit at the heart of measurement innovation, and are essential to keeping pace with a heavily fragmented converged TV landscape. The combination of independent global ad serving and cross-platform measurement delivers a win-win for the entire TV industry, unlocking an unprecedented view of all TV impressions, in every platform, and any market.

Join Zvika Netter, CEO & Co-Founder of Innovid, Jo Kinsella, President of TVSquared by Innovid, and Jon Watts, Managing Director of CIMM, the Coalition for Innovative Media Measurement, as they discuss technology innovation advancing cross-platform TV measurement and the opportunities for advertisers to achieve a complete view of audiences and embrace the future of TV.

Zvika Netter - Innovid
Jo Kinsella - TVSquared by Innovid
Jon Watts - CIMM
Zvika Netter Jo Kinsella Jon Watts
11:55 AM - 12:15 PM
The Race for New Modern Measurement Currencies  

The media and technology landscape has rapidly transformed over the last few years — yet measurement struggles to keep pace. With the evolving consumer cross-platform journey, it’s time for advertisers to rethink a system of tabulating their audiences by tapping into viewing behavioral shifts that favor mobile and streaming services. 

Join Andrea Zapata, Executive Vice President of Research, Data, and Insights at WarnerMedia, and Kelly Abcarian, Executive Vice President of Measurement and Impact at NBCUniversal Advertising and Partnerships as they address current trends and best practices for navigating a new measurement ecosystem. 

 

Kelly Abcarian - NBCUniversal
Andrea Zapata - WarnerMedia Ad Sales
Jason Lynch - Adweek
Kelly Abcarian Andrea Zapata Jason Lynch
12:20 PM - 12:25 PM
Trivia
 
 
 
12:25 PM - 12:50 PM
Making Programmatic Work in Connected TV, Looking at Scaling It Up, Safely

2021 was the year of Convergent TV and 2022 is poised to be even bigger as it remains one of digital advertising’s fastest-growing platforms.  

Hear from Andrew Goode, Executive Vice President and Managing Director of Havas Media, and Mike Venables, Managing Director, Head of Media at Citi, on actionable ways to make programmatic work in the ever-morphing TV space, including how to balance scale and accuracy with privacy and safety top of mind. 

Andrew Goode - Havas Media Group
Mike Venables - Citi
Lisa Valentino - Disney Advertising Sales
Jason Lynch - Adweek
Andrew Goode Mike Venables Lisa Valentino Jason Lynch
12:55 PM - 1:20 PM
Linear Addressable Advertising, Is It Ready for Prime Time? 

According to eMarketer estimates, by 2023 linear addressable TV ad spending will surpass $4 billion. As we continue to accelerate into the streaming decade, the lines between linear TV and digital streaming will continue to blur - ushering in more advanced advertising with benefits for both brands and consumers alike. In this session, hear from Julian Zilberbrand, Executive Vice President, Advanced Media, Paramount, and Evan Adlman of AMC, as they offer insights into a new era of linear addressable advertising and what it means for ad buyers, sellers and their consumers.  

Julian Zilberbrand - Paramount
Evan Adlman - AMC Networks
Olivia Morley - Adweek
Julian Zilberbrand Evan Adlman Olivia Morley
1:25 PM - 1:30 PM
Trivia
 
 
 
1:30 PM - 1:40 PM
CTV Special Report

The connected TV space is the single biggest advertising narrative for 2022, with regards to measurement. Learn more on what’s next from Adweek editorial, which will spotlight key developments at this season’s upfronts and beyond. 

Zach Rodgers
Lucinda Southern - Adweek
Zach Rodgers Lucinda Southern
1:40 PM - 1:45 PM
Adweek Closing Remarks

Thank you for joining!

Matt Steinmatz - Adweek
Matt Steinmatz
10:30 AM - 11:00 AM
WORKSHOP: Cultivating Your Garden of Gardens—The Future of Marketing in Privacy-Safe Environments

The impending deprecation of the third-party cookie has given advertisers a lot to consider in the areas of data privacy and compliance. You might have even already tackled some important compliance milestones for your first-party data strategy within your own walled gardens and data clean rooms, but have you thought about your measurement strategy? In this session, we’ll discuss what the future holds in the data clean room space, and how to improve campaign performance and measurement in a world where walled gardens are the norm.

Derek Baker - PwC
Brad Herndon - PwC
Derek Baker Brad Herndon
11:00 AM - 11:05 AM
Adweek Opening Remarks

Welcoming remarks and a look at the event.

Danny Wright - Adweek
Danny Wright
11:05 AM - 11:25 AM
The Future of 5G: How Next-Gen Tech Will Change the Business of Media and Marketing

The rollout of 5G has transformed what it means to be a marketer in today’s world. From exploring new creative formats in content to cultivating immersive consumer experiences through leveraging strategic partners, industry professionals are harnessing the power of 5G to drive the world forward and build deeper engagement with key audiences.

Join Verizon’s Senior Vice President and Chief Media Officer Tony Wells to discuss the technology company’s unique point of view as the leading 5G provider and the importance of using next-gen technologies to innovate across media, sponsorships and marketing in an increasingly digital, highly competitive world.

Tony Wells - Verizon
David Kaplan - Adweek
Tony Wells David Kaplan
11:30 AM - 11:50 AM
Redefining the Brand Experience for a New Reality

All roads point to the metaverse as being a new frontier for people to access information and services, make and sell virtual goods, communicate, and socialize – all in real-time. But will this Web 3.0 environment become the chosen medium for consumer awareness and engagement? On the heels of recent metaverse launches, hear from Samsung Electronics America's Chief Marketing Officer, Michelle Crossan-Matos, and National Football League's Senior Vice President, Consumer Products, Joe Ruggiero, on how the experience-minded brands are harnessing this virtual realm to power consumer education and exploration in new and exciting ways.

Michelle Crossan-Matos - Samsung Electronics America
Joe Ruggiero - National Football League
Patrick Kulp - Adweek
Michelle Crossan-Matos Joe Ruggiero Patrick Kulp
11:55 AM - 12:00 PM
Trivia
 
 
 
12:00 PM - 12:20 PM
Targeting Multicultural Audiences Through a Nuanced Approach

When targeting multicultural audiences, businesses must take a nuanced and authentic approach with their marketing and media strategies. Join Michael L. Clark, Head of Multicultural Sales & Business Development at G/O Media, Wendi Dunlap, SVP, Global Client Solutions at Kinesso and Joshua Bareño, Director of Multicultural at Essence, in discussion on diversity, equity and inclusion into the data industry, machine learning algorithms, and the people who are mining and interpreting how it is used.

Michael Clark - G/O Media
Wendi Dunlap - Kinesso
Joshua Bareño - Essence
Olivia Morley - Adweek
Michael Clark Wendi Dunlap Joshua Bareño Olivia Morley
12:25 PM - 12:45 PM
How Data and Creativity Fuels Anheuser-Busch’s Consumer-Centric Media Strategy

Consumer attention is the scarcest resource in the advertising industry and marketers need to activate with relevance and resonance to engage consumers and drive sales.  

Hear from Paolo Provinciali, VP of Media & Anheuser Busch, on blending data, creativity, and technology to develop breakthrough campaigns and stay up to speed with the evolving ever-evolving media landscape. 

Paolo Provinciali - Anheuser-Busch
David Griner - Adweek
Paolo Provinciali David Griner
12:50 PM - 12:55 PM
Trivia
 
 
 
12:55 PM - 1:15 PM
Modernizing Traditional Approaches: Macy’s First-Ever NFT Series 

Last Fall, in celebration of the 95th Annual Macy’s Thanksgiving Day Parade®, Macy’s launched their first-ever NFT series with a special drop of 9,500 free NFT artworks featuring iconic balloons from its rich nine-decade legacy in support of Make-A-Wish®. Macy’s raised over $300k for Make-a-Wish, with secondary sales continuing to transact daily.

Join Spark Foundry’s CEO, Sarah Kramer, and Macy’s SVP of Media & Site Merchandising, Anne Dunn O'Connell, to learn more about how Macy’s leaned into the emerging phenomenon of digital collectibles.

Sarah Kramer - Spark Foundry
Anne Dunn O’Connell - Macy's
Sarah Kramer Anne Dunn O’Connell
1:20 PM - 1:25 PM
Adweek Closing Remarks

Thank you for joining!

Danny Wright - Adweek
Danny Wright