The ad:tech conference is one of the leading industry events for marketing and media technology, where marketing, technology and media communities assemble to share new ways of thinking, build strong partnerships, and define new strategies to compete in an ever-changing marketplace. Ebiquity was honored to participate in the first day of the conference to speak on two key issues: transparency and programmatic.
The Drum Hall hosted Round 1 of the Programmatic Punch, which was held in an actual boxing ring so that the industries’ top programmatic leaders can go head-to-head on the industry’s most pressing topics. Ebiquity was asked to speak and as the Head of Digital Ebiquity North America, I was invited into the ring to discuss the Association of National Advertisers (ANA) Transparency Initiative, the steps forward based on our recommendations, and the future of the industry.
Often when it comes to panels, the term ‘get in the ring’ is a figure of speech, as participating members gear up for what could be a friendly discussion or a pugilistic exchange. However, at yesterday’s AdTech Conference, ‘get in the ring’ became a literal action, with the members of the Programmatic Transparency panel and its moderator stepping into an actual boxing ring created for the forum.
Fortunately, no punches – verbal or otherwise – were thrown as the members discussed many components of the current and future digital landscape. With three varying backgrounds ranging from publisher to tech to media and strategy advisor, the panel covered a wide array of topics and opportunities beholden to advertisers and their partners as they traverse the digital landscape.
The conversation began with mention of the K2 Intelligence industry report. The members of the panel agreed that the report spurs questions and conversations amongst brands of their partners, and that such discussions aid insights and education - always a good thing. Additional details spoken to revolved around:
The questions progressed from there, covering whether more brands are beginning to take programmatic buying in-house and what types of brands are interested in doing so.
The focal points:
As the conversation evolved into programmatic transparency, Ebiquity and The Guardian made mention of the steps that brands and publishers are taking to see what lies under the hood of such buys.
A final topic revolved around digital privacy. Ebiquity’s recommendation regarding data ownership and management helped drive the conversation. Additionally, Adam Towvim of Orchard spoke to what brands should ask about regarding privacy issues as the calendar year turns. Questions included:
To conclude the talk, each member made a statement about the value of transparency.
The final word from Ebiquity:
“Transparency provides access to information, a necessity for making the informed business decisions that ultimately drive optimal goal fulfillment.”
Overall, it was a very full discussion. With a wide range of topics to speak to, the subject experts, from various facets of the digital media landscape, and we were all happy to get in the ring for the purpose of collective education.