OPS 2015

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. 

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 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.

Back in the olden days, quality assurance for many digital publishers mainly meant making sure crass ads from unsavory advertisers didn’t end up on the site. While that’s still a central mission, ops finds itself increasingly concerned with wider aspects of user experience: Is interruptive advertising affecting traffic? Where and how often will new products run? What kinds of trouble might be flowing through those programmatic pipes? This panel will explore how dedicated teams and new tools for managing emerging channels are changing the face of quality control.

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.