Dynamic Ad Insertion Gets its Due at HITS N.Y.C.

Dynamic ad insertion and interoperability in cross-platform advertising may be hitting its stride, but does that mean the actual content siloes are a thing of the past? That discussion will be front and center Nov. 8 at the half-day HITS N.Y.C. event at the Microsoft Technology Center.

Harold Geller, chief growth officer for Ad-ID, will lead a panel on the topic, with Alanna Gombert, SVP of technology and ad operations for the IAB Technology Lab, Chris Pizzurro, head of business development for sales and marketing for Canoe Ventures, and Gregory M. Smith, chief marketing officer for The TEAM Technologies, all looking at how the growing number of channel choices has necessitated a change in how ads are delivered.

“When just a few ‘legacy’ media platforms were available, there were a few hundred channel choices and nearly all media was consumed on a linear basis, operations, administration, measurement, and residual management were rather simple,” Geller said. “Now, media is consumed on a linear, and on-demand basis, through a multitude of “digital” media platforms (over the top, Over the Air, Mobile, Online) and tens of thousands of channel choices, and the growing number of connected devices will only produce more platforms for ad supported content.

“Internet Protocol delivered (digital) media is pervasive, and business practices must evolve to recognize this Digital supply chain. This explosive growth in platforms channels has created a vastly more complex ecosystem, and the good news is there is growing collaboration among media verticals,” he added. “This panel will look at the business trends that are driving the collaborations between media verticals, and some associated best practices.”

The HITS N.Y.C. event will see media executives and the tech companies working with broadcasters and advertisers discussing the innovations they’re making in the supply chain for the media and entertainment sector, with the day’s keynote coming from Stephen Fridakis, chief information security officer for HBO. His presentation — “Inside the Box – Security’s Impact on Next-Generation Infrastructure” — will look at how advances in security technology are changing workflows, global compliance and delivery demands throughout the enterprise, with M&E companies keeping up with the cloud and IT innovations by employing firewalls, SDNs and hyper-converged switching.

Also on the agenda:

• Scott Taylor, market development and strategy leader for Dun & Bradstreet Master Data, will kick things off with the keynote “Integrate or Dis-Integrate! – Why Interoperability is the Foundation of Your Data-Inspired Media Supply Chain.” He’ll share why he believes a company’s master data is the most important asset available to scale a business upward, and that without the adoption of standardized metadata among media, agencies and brands, we could be headed toward “digital global warming.”

• In the discussion “Trends and Highlights in Interop and Beyond,” Kurt Smith, SVP and head of North American communications for media, information and entertainment services for Virtusa Polaris, will look at marketplace perspectives on IT and interoperability.

• Bill Harvey, founder of Research Measurement Technologies, will share his ideas on how traditional media companies can maximize their audiences in this always-on streaming world, in the presentation “Data Interoperability and New Media.” He’ll look at different data and optimization sources, and the role first-party data should play.

• Mary Yurkovic, director of the Smart Content Council, will moderate the panel “Behind the Scenes of the Media Supply Chain – DAM, MAM & Other Critical Tools,” which will look at interoperable tools and innovations that address content, metadata and the data surrounding content. Felix Cisneros, managing principal for Olive Bridge Media, Michael Jeffrey, VP of client engagement and partnerships for TiVo, and Edward Zhang, innovation director for interactive technology for Colangelo Synergy Marketing, will be on hand.

Produced by MESA in cooperation with the Hollywood IT Society, HITS N.Y.C. is presented by Cast & Crew Entertainment Services, and sponsored by Virtusa Polaris, TiVo, GrayMeta, Teradata and Ad-ID. To register, click here.