Thought Leadership

AdExchanger’s Industry Preview Explores What’s In Store for 2020

January 28, 2020
By Rubicon Project

Before disruptive changes in digital marketing make blockbuster headlines, this year’s AdExchanger Industry Preview takes a look at what’s coming soon to programmatic markets near you. From a cookieless future to emerging platforms and AI, here’s a sneak peek at what’s in store in 2020, and sessions not-to-be-missed at this year’s event. 

DAY 1 — TUESDAY, JANUARY 28

The Cookieless Web & The Future Of The DMP

Where: Grand Hyatt New York

When: 10:15 AM

What: Rapid changes in regulations, protocols, and consumer behaviors test advertisers’ ability to build and measure audiences across channels. Meanwhile, a cookieless future demands a more innovative approach to identity. To keep pace with the changing programmatic ecosystem, foundational tech such as data management platforms (DMPs) are adapting to the future. Join Salesforce SVP Martin Kihn as he demystifies cookies, IDs, and the brave new role of the DMP.

CTV 2020: Our Predictions For The Future Of TV

Where: Grand Hyatt New York

When: 11:50 AM

What: 2020 will be the year streaming takes over the living room, with over 50 platforms already live and more launching in the coming months. But subscription-fatigued consumers are limiting how much they’re spending on streaming, and advertising will fill the gap in subscription revenue. In this session, Telaria CEO Mark Zagorski discusses how AVOD will win over viewers and why data will be critical to the monetization of premium video in the coming year.

Programmatic In An Over The Top World

Where: Grand Hyatt New York

When: 2:05 PM

What: Emerging platforms such as Audio, DOOH, and OTT are breaking open the programmatic space, unlocking new inventory, and offering unique ways for marketers to reach untapped audiences at scale. In the realm of OTT, Tubi is the world’s largest AVOD service, built on a foundation of ad technology. Join Tyler Fitch, Vice President of Ad Partnerships at Tubi, who will offer a vision for the future of OTT advertising and how to overcome the challenges that lie ahead.

DAY 2 — TUESDAY, JANUARY 29

What The World Can Learn From China’s Advanced AI

Where: Grand Hyatt New York

When: 10:30 AM

What: While the US is the world’s leader in AI research, China is the leader in AI implementation. In the AI era, access to atomic user data (i.e., from smartphones) and monetizing that data is the key to winning in the coming decade. Anindya Ghose, Heinz Riehl Chair Professor of Business at NYU’s Stern School of Business, will describe use cases from his experience with Chinese companies that are seeding the tech ecosystem of the future. He will also break down the areas where Chinese AI matches or surpasses its American counterparts, and connect these advantages to China’s powerful mobile economy.

The Big Story – Live With Special Guests: The Chrome Conundrum

Where: Grand Hyatt New York

When: 1:00 AM

The advertising industry is still reeling from Google Chrome’s decision to stop supporting third-party cookies within two years. Looking forward, the future will be decidedly cookieless. In this live taping of The Big Story, the AdExchanger team – and special guests Beeswax CEO Ari Paparo and Paul Bannister, EVP, Strategy, CafeMedia – will dish on the latest developments following Google’s decision, and explore potential paths forward.

Five Big Trends For 2020

Where: Grand Hyatt New York

When: 4:00 PM

What: If you thought 2019 was a tumultuous year for marketing, just wait till 2020 gets rolling. Given increased consolidation of digital media, heightened concerns around privacy and compliance, the quest for a universal identifier, intensified competition in OTT/streaming, the growing audio market, and a likely ramp-up for 5G deployment, marketers will face huge new challenges and opportunities. In this data-rich presentation, eMarketer CEO Geoff Ramsey will summarize what’s big for the next 12 months.

To learn more about what Rubicon Project has in store for 2020, reach out to us at contact@rubiconproject.com.


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