CONFERENCE SESSIONS:
9 – 9:05 a.m.
Opening Remarks
Guy Finley, Executive Director, MESA
Harold Geller, Chief Growth Officer, Ad-ID and Conference Chair
9:05 – 9:35 a.m.
Advertising Workflows and Audience Measurement
There are a variety of standardization efforts underway to be sure that systems interoperate smoothly from both an operational and measurement standpoint. This panel address the unique challenges to integrating both emerging standards and consumer consumption trends and how workflows will evolve to address our industry’s future.
Moderator:
Harold Geller, Chief Growth Officer, Ad-ID
Panelists:
Alanna Gombert, Deputy General Manager, IAB Tech Lab, and Vice President, Technology & Ad Operations Interactive Advertising Bureau (IAB)
George Ivie, Chief Executive Officer & Executive Director, Media Ratings Council
Chris Pizzurro, Head of Business Development, Sales & Marketing, Canoe Ventures
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9:35 – 10:20 a.m.
KEYNOTE – Interop: The Promise and Perils of Highly Interconnected Systems
This Keynote Address by John Palfrey, co-author of the book of the same title, discusses the immense importance of interoperability—the standardization and integration of technology—and shows how this simple principle holds the key to our success in the coming decade and beyond. The presentation is followed by a conversation Q&A with Conference Chair, Harold Geller, about how the theories of interoperability apply specifically to Media and Entertainment.
John Palfrey, Author and Lecturer
Interviewed by: Harold Geller, Chief Growth Officer, Ad-ID
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10:20 – 10:50 a.m.
Content Identification, Measurement and Interoperability
The Coalition for Innovative Media Measurement (CIMM) and Society of Motion Picture and Television Engineers (SMPTE) have partnered for the Open Binding of IDs (OBID) initiative. The OBID initiative will create an open standard audio watermark that can directly bind industry-standard content identifiers (Ad-ID for ads and Entertainment Identifier Registry (EIDR) for programming) into the audiovisual content itself to improve workflow accuracy and efficiency, particularly for audience measurement. This panel discussion will provide an important update and progress report on the OBID initiative as well as discuss next steps as work progresses.
Moderator: Harold Geller, Chief Growth Officer, Ad-ID
Panelists:
Jane Clarke, Chief Executive Officer, Managing Director, Coalition for Innovative Media Measurement (CIMM)
Don Dulchinos, Executive Director, Entertainment Identifier Registry (EIDR)
Scott Maddux, Vice President of Business Development, TiVo
Paul Mears, Chief Technology Officer, Copperline Media
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10:50 – 11:15 a.m.
NETWORKING BREAK
11:15 – 11:45 a.m.
Delivering Smart(er) Content Using On-Demand Advanced Analytics
Worldwide, over 300 users within Viacom are addressing their needs for planning & inventory, research, program optimization, media planning and digital marketing by easily accessing the advanced analytics platform built in the cloud. Easy-to-use apps enable problem-solvers to seek answers from the repository of business, marketplace and other data which may be internal and external. Democratization of data and scalability have been made possible with high-speed analytical engines combined with powerful visualization tools and intuitive user interfaces. A demonstration will be made of the building blocks of the platform – Quasar, Pathways and Affinity Maps, in order to help make optimum decisions in planning, targeting, marketing and distribution of content with the consumer in mind.
Fabio Luzzi, Vice President, Data Science Strategy, Viacom
Chris McGrath, Senior Vice President Data Strategy & Consumer Intelligence, Viacom
Amy Sinensky, Director of Data Science, Insights & Strategy, Viacom
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11:45 a.m. – 12:15 p.m.
Where are We (and Where are We Going) with TV Everywhere?
As authenticated content becomes increasingly available, best practices are emerging and technology is advancing to make TV content increasingly accessible and monetizable. The panel will discuss the key drivers of TV Everywhere as well as advances in technology and work that is yet to do to be done.
Moderator: Vicki Lins, President & Chief Executive Officer, CTAM
Panelists:
Andrew Borak, Vice President, Marketing, Viacom
Vito Forlenza, Senior Director, TVE Content & Product Strategy, Comcast
Jonathan Freeland, Vice President, Product Marketing, Cox Communications
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12:15 – 12:30 p.m.
Smart Content Starts with the Content
In an increasingly fragmented landscape of audience viewership and viewing platforms, Ad content needs the intelligence and interconnected systems to deliver itself to the consumer. Adopting a full supply chain view of Ad content will soon allow Ads to automatically be available for simultaneous campaign launch across all platforms. The heart of this self-delivering Smart Media involves two key elements: a common Smart Content library available to the ecosystem; and a tight linkage between campaign management systems, asset management systems and content distribution.
Bunker Sessions, Senior Director, Strategic Product Development, Comcast Technology Solutions
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12:30 – 1 p.m.
Interop: The Agency’s View
Clients are demanding more creative executions, and faster turnaround, which are the foundations to align and fully optimize a multi-party supply chain. Where are the gaps in communication in the process today? Who needs be involved and when? Where does strategy fit in and how do we get production quality issues addressed up front as part of creative and media strategy? Is there common value vocabulary that can work both with client conversations and help align incentives to optimize? This session discusses where to improve efficiencies that will enhance best practices between creative and media ad/ops teams at agencies.
Moderator: Chick Foxgrover, Chief Digital Officer, 4A’s
Panelists:
Robert Cross, Global Media Lead, Red Fuse Communications
Rosanne Johnsnon, Executive Director, VML
Mitch Weinstein, Senior Vice President, Director, Ad Operations, IPG Mediabrands
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1 p.m.
Closing Remarks
Harold Geller, Chief Growth Officer, Ad-ID
