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Programmatic trading makes up 80% of all digital display advertising and that has been forecasted to increase to up to 95% by 2020 (Source: IAB / PwC 2017 Digital Adspend Study).
Programmatic advertising has, and continues to, completely transform the advertising space with continuous developments in new technology. This seminar will cover the trends the industry is seeing in programmatic, what works, how it works, what needs to be considered when putting together a strategy, and the direction we expect this fascinating topic to go in the future.
IAB Non-members: N/A
Digital advertising is in the midst of a revolution that is constantly bringing new technologies and channels to the field. In this session, Rubicon Project's Account Director of Seller Accounts, Emily Britton, discusses the top trends facing the ad tech industry today - including new ways to ensure transparency and safety in the market, server side header bidding, Universal ID's and more.
Data quality is at least as big a problem as media quality – leading to even more wasted spend.
Mobsta, along with our partner Emodo, an industry leading source for reliable data, aim to crystallise the data inaccuracy problem and make it real for attendees.
Presenting on a recent history of digital media we’ll explain what has led to a lack of focus on data quality and why now is the time to make it an essential part of the push for media transparency?
Any rapidly evolving, rapidly innovating industry comes with plenty of room for debate, and the world of programmatic advertising is no exception. At present, one of the topics sitting at the centre of such debates is on the advantages and disadvantages of first-price and second-price auctions, which is exactly what we plan to address. This session will speak to the ways in which header bidding has impacted auction mechanics, illuminate how first-price auctions have empowered buyers and sellers alike, and forecast shifts we can expect to see as auction mechanics continue to evolve in the coming year.
To this day, 'last touch' is still the most widely utilised model for conversion attribution. Consequently, the top priority remains high volumes and to be the last impression before conversion. However, because of this, quality is often sacrificed in exchange of scale.
During this session, Integral Ad Science will explore how viewability and time-in-view are indicators of impression opportunities worth pursuing. They will explain how conversion trends are affected by viewability and time-in-view, suggesting ways in which to incorporate the use of those metrics as part of conversion optimisation.
This session will discuss how programmatic digital audio has developed over the last 12 months and highlight the challenges and trends for 2019 and beyond.
Consumers downloaded 197 billion apps in 2017 and this is projected to grow to more than 350 billion by 2021. As in-app becomes the preferred route for consumers to access content, are advertisers following them, or are concerns around inventory volumes and quality controls deterring advertiser investment?
This session highlights key findings from research PubMatic carried out with Forrester to understand buy side attitudes to in-app and the challenges and opportunities associated with this area.
The past generation of programmatic tech has focussed unerringly on driving efficiencies in trading and targeting. Creative has been a missing link, or sometimes a pretty add on. There is a now an industry step-change in thinking, with advertisers and vendors eyeing up the potential of data use and AI to automate and optimise ad creative in ways that go far beyond the rough early iterations of DCO.
Will we come to rely on technology to predict if an ad will be liked by a particular audience segment? Can we move the industry away from legacy performance measurements by creating a better environment for brand advertising? Can we use technology to eradicate use of stereotypes in advertising?
This session provides an overview and discussion about these topics, with an opportunity for the audience to test their own assumptions of which creative elements drive better performance.