Thought Leadership

Best of the 2020 IAB Annual Leadership Meeting

February 6, 2020
By Rubicon Project

From 5G to AI, AVOD, AR, and Voice, technology is rewriting the language of marketing and media. At this year’s IAB Annual Leadership Meeting (ALM), marketers, technologists, and executives will explore this next wave of disruptive technologies, and the ways they’re transforming modern consumer experiences. Here are our top picks for this year’s ALM, all exploring disruption in programmatic advertising.

EVENTS

Connections Without Cookies and the Future of the Open Web
When: 11:00 AM – 11:10 AM, February 10
Where: Springs Ballroom F
What: In this panel, Travis Clinger, Vice President of Strategic Partnerships at LiveRamp, will lead a discussion on the future of identity, in light of Google’s recent announcement that they are phasing out the 3rd party cookie. Will contextual targeting and browser IDs reign, or will the industry completely re-imagine its approach to identity data? 

Data 2020: The Leadership View
When: 11:10 AM – 11:35 AM, February 10
Where: Springs Ballroom F
What: With data at the core of modern media marketing strategies, forming partnerships between business and data & analytics teams is more pressing than ever. In this session, Todd Haskell, Senior Vice President & Chief Marketing Officer of Hearst, and Jaya Kolhatkar, Chief Data Officer of Hulu, share their visions for what it means to build and lead data-centric organizations and drive a culture of data-driven decision making across their companies.

Is Your Marketing Really Making a Difference? Incrementality and Incentives Will Decide
When: 11:35 AM – 12:00 PM, February 10
Where: Springs Ballroom F
What: How can marketers be confident that the programmatic dollars they are spending on growing their business are working? Enter incrementality: the holy grail of marketing measurement that everyone talks about, and platforms try to convince you they bring. In this talk, Alex Weinstein, Senior Vice President of Growth at Grubhub, will explore ways to measure incrementality in both simple (coupons, SEM, in-product) and complex cases (awareness media), ultimately educating marketers on how they can measure marketing dollar spend efficacy and why a separation of church and state is necessary in the process.

Emerging Data-Driven Ad Formats
When: 3:05 PM – 3:30 PM, February 10
Where: Springs Ballroom F
What: Creating engaging and relevant ads is vitally important. In this session, panelists will discuss how marketers can utilize emerging and nascent formats—including audio, OTT, and more—to explore how building on data and targeting can improve direct and personalized relationships with consumers.

The Data-Centric Organization
When: 3:05 PM – 3:30 PM, February 10
Where: Springs Ballroom F
What: With an industry-wide focus on consolidation and supply-path-optimization, brands and publishers more than ever are focused on bringing their data that is spread across multiple silos, into one centralized data platform. In this panel, speakers explore the question, “How do your teams take all that information and communicate it in a unified way throughout your organization’s marketing efforts?”

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