Taking place June 9 in New York City, OPS is the gathering place for digital media technology leaders challenged with navigating the latest shifts in our industry and understanding how to stay competitive and profitable.
OPS is the best place to connect with other digital strategists, to make the next steps in turning your digital media business into a profitable, efficient media system and to meet with vendors from the largest, most successful brands to the hot young companies offering cutting edge solutions and technologies that are shaping the future of digital.
View an updated OPS attendee list here when you log in with your AdMonsters account.
Arguing over campaign viewability benchmarks has already become a bore. It’s time to examine the post-viewability online advertising ecosystem: how do we enable the media industry to not just check off today's problem box, but set it on the path to a sustainable future? How do we quantify that elusive thing called engagement? This panel will explore how advertisers, agencies and publishers are addressing viewability obstacles, how publishers are trying to align content and audience quality with advertising value through engagement metrics, and how engagement is redefining advertisers' marketing goals and related spend.
The real-time ad sales market creates billions of pieces of data per day. Over the next few years, both buyers and publishers will be mining that pile of data for insights that will help them manage their businesses more effectively. While the industry is at the early stages of the move towards this deeper data analysis, those publishers and buyers that move quickly to embrace it will likely be at an advantage. Evan Adlman, PubMatic VP, Publisher Development for the Americas, will lead a panel discussion on this topic, which will explore how the data and analytics revolution will deliver powerful actionable insights that will impact how advertising will be bought and sold.
Getting mobile right is more than slapping together some display and video elements optimized for tiny screens. Driving revenue and campaign success requires leveraging multiple channels and coordination between the buy and sell sides. This session will explore the advanced ways in which publishers and agencies are tackling mobile, their challenges and successes in balancing diverse strategies, and how they work together for mutual benefit.
How can publisher and agency operations teams work together to foster greater revenue, efficiency, and to streamline the sales process? What are some ways of organizing ad ops so that reliable, accurate information is presented to advertisers? How is information communicated to the ad ops team, within the ad ops team, and internally within the sales, finance, and ad operations divisions? Organizations have different workflows for organizing digital ad operations. Digital Operations can be a bridge towards driving additional revenue, improving productivity, and anticipating publisher solutions to common advertiser challenges. Learn more about how agencies and publishers organize themselves to answer fundamental questions about ad ops workflow.
It’s not a small, small world after all, particularly if your site’s traffic comes from every corner of the earth. MailOnline.com/DailyMail.com is reportedly the most visited English-language news site in the world with over 225 million monthly unique users around the world coming to read the nearly 1000 articles and 600 videos published on the site each day. Rich Caccappolo, COO of MailOnline, will dive into the team, tools, partners, and processes applied to monetize content across the globe at scale, including the workings of MailOnline’s skilled multi-talented programmatic squad.
Demand for data-driven media buys has increased dramatically and publisher first-party data is universally considered to be the most valuable data on the Internet. Learn the ingredients needed to activate your first-party data effectively.
The viewability revolution has left many publishers feeling reactive and out of control – a one-size-fits-all approach is impossible in the wake of varying measurement technologies delivering divergent numbers. However, within the reporting lies the keys to really get on top of the technology. Ad-Juster talks with publishers that are leveraging viewability data to understand campaign narratives, choose the best performing partners, explore A/B testing and generally become proactive on viewability.
Connected TVs and OTT devices are filling up American houses while the number of streaming video services seems to multiply by the day. Advertising and monetizing content on connected TVs is not without its challenges, including a lack of data and comparable metrics. But advertisers, digital content providers and the platforms themselves are taking on the burgeoning channel with gusto, including building enhanced creative with interactivity.
It’s not just for users seeking to subvert scummy ads on video game forums anymore. Estimates of browsers using ad blockers ranges from 5% to 20%, and that number is growing. Not only is this a serious threat to publisher revenue, it’s also a challenge for advertisers seeking to reach in-market consumers. But is there an ethical way to deal with ad blockers – besides asking users not to employ them?
Tags – both a central component of digital advertising and the source of most of operations’ troubles. This in-depth session will explore the ins and outs of tag management and detail how the tools have changed – and are still in flux.
While content is king, publishers need to deliver the right content to the right users in the most engaging way. Hear how premium content publishers are using native ads coupled with organic insights to grow their audience.
Join us as we sit down with the NHL’s VP of Mobile Marketing to answer these three burning questions:
Through its rise from alternative print publication to major media organization with a huge digital footprint plus television content and film, Vice has not just redefined what a media company can be – it’s also revamped the potential of digital advertising. At the heart of this effort is Chief Digital Officer Mike Germano, cofounder of Carrot Creative, which was acquired by Vice in 2013 and operates as a subsidiary. Germano will detail Vice’s bold advertising and revenue vision, while examining where publishers, agencies and brands are taking their advertising to new levels – both from a creative and a revenue standpoint.
It’s not just two buzzwords intersecting: programmatic native enables advertisers and publishers to transact programmatically with creative optimized so it fits seamlessly with a site’s content. While that may sound grand, the technology has its fair share of issues: this panel will dive into the challenges around gaining advertiser interest, pricing, utilizing data, executing buys, building creative and more.
Some may have viewed the decision to incorporate pieces of VivaKi’s Audience on Demand platform and its teams into various Publicis Groupe media agencies as a sign that the age of the trading desk had ended with a whimper. Mac Delaney is quick to refute them, claiming that this is just the latest step in agencies’ digital media-buying Odyssey. It’s an epic that he will bring to life during this session in which he explores the rocky journey as well as what comes next.
Dynamically optimizing creative (DCO) enables better targeted (and performing) advertising by employing factors such as geography, demographics, and message control. Media owners have pools of user data that can be leveraged to implement successful DCO campaigns and (if the marketers, aka clients, objective is relevant) also the ability to create content on behalf of clients that can be used for DCO. As this mix of data and creative can have a profound impact on user engagement, a group of marketers and publishers will discuss why understanding how these pieces fit together is becoming critical.
Creative QA is one of the biggest challenges for ad operations departments as they are the last line of defense from ads that are bad for business. This task is further complicated by the way indirect sales channels work today. This session will walk through best practices on making sure the ads that come through programmatic are the ones you want.
There's no “one size fits all” approach when it comes to a publisher's video monetization needs, but developing a private exchange strategy can be broken into identifiable stages. Join Jesse Clemmens, LiveRail Private Exchange Manager, to learn about the three stages publishers move through, from launch to execution. Hear first-hand from Major League Gaming's EVP of Operations, Don Reilley, on how his organization rapidly moved through this life cycle and the results they've seen with their private marketplace. Walk away from this session with a deep understanding of these stages and the key role each plays in the implementation of a successful private exchange strategy.
No, viewability for desktop display has not been completely solved, but where are industry leaders making headway in video, mobile and even television? Will viewability demands change for these mediums and are the current standards strict enough? How will the application of viewability change in the next year, and what are the forces manipulating it? And what do publishers, brands and agencies want beyond viewable ads – where can this technology take the industry?
