MediaPost Data & Programmatic Insider Summit
Optimizing the Data-Driven Machine
It’s not the technology, but the execution. As the data-driven apparatus around automated advertising and real-time targeting penetrates every aspect of media and marketing, the challenge is mastering the tactics, not the tech. What is the data strategy that fuels this marketing machine? How do advertisers attach realistic KPIs to campaigns up front, plan with transparency in mind, target outcomes, not just consumers, ensure efficiency and impact in specific channels like mobile, video and Amazon?
The MediaPost Data and Programmatic Insider Summit gives marketers and senior media planners and buyers the time and context to have deeper peer-to-peer sharing of campaigns, tactics and insights that are driving results. From how to build a first-party data war chest to vetting third party sources, data will be our starting point. But new masters of mobile and video conversions and the new Amazon inventory will share their optimization tactics in each channel. And at the same time we will focus on transparency and measurement – how media buyers are keeping the machine aimed at outcomes and openness.
The summer edition of MediaPost’s long-running summit bring together leaders from legacy brands and emerging DTCs, big spending political media buyers and scrappy digital natives to share the tactics that are driving growth in 2019.
The fastest growing player in online advertising also happens to be the Goliath of e-tailing and the mother of walled gardens. That makes things as complicated as they are promising. As brands and agencies ramp up their Amazon practice to manage the new inventory we ask what best practices have already emerged around leveraging this unique platform for media, direct sales, product testing, consumer intelligence…all at once.
Supervisor, Programmatic Investment, ForwardPMX
As Supervisor of Programmatic Investment, Lyle owns end-to-end strategy and execution of cross-channel programmatic buys. His primary responsibilities include innovating the approach to auctions, audience, and inventory, along with delivering statistically significant performance and insights.