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.

Programmatic Punch 1

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.

Programmatic Punch 2

The conversation began with mention of the K2 Intelligence report for the ANA Transparency Initiative. 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 recommendation that brands can begin assigning a Chief Media Officer to enable understanding and accountability
  • the need for internal governance and contract and data management

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:

  • understanding of purpose is key
  • exploring options in order to decide what is best is a must
  • access to resources based on the final decision is vital

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.

  • I spoke to the Ebiquity North America working vs non-working media cost breakdown study that we are co-sponsoring.
  • Jen Soch, EVP of Commerical Delivery at The Guardian, discussed her own company’s buyback investigation: The Guardian is repurchasing its own live-in-the-marketplace media through programmatic buying means and analyzing its in-market costs. The publisher has found serious cost inconsistencies and is continuing to investigate.

Programmatic Punch 3

A final topic revolved around digital privacy. Ebiquity’s recommendation regarding data ownership and management helped drive the conversation. Additionally, Adam Towvim of Orchrd spoke to what brands should ask about regarding privacy issues as the calendar year turns. Questions included:

– Where is digital/personal information coming from outside of org?

– How am I managing and protecting the data in house?

– Am I communicating privacy by passing across organization?

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.

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Images By:

Ad:Tech
Lynne Ault
The Drum