Spring '12 Agency

May 20-23, 2012 | Colorado Springs, Colorado

Panel Discussion: "Big Data Comes to Madison Avenue: Embracing Data-Driven Media Buying"

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Agencies need to look at data on consumer behavior across social, local and mobile platforms to help target correctly and for attribution. In order to do this, many agencies have decided to put data at the center of every media-buying decision.

Agencies need to look at data on consumer behavior across social, local and mobile platforms to help target correctly and for attribution. In order to do this, many agencies have decided to put data at the center of every media-buying decision. But, they grapple with how to harness the petabytes of digital ad data being generated every day to deliver more targeted, measurable campaigns to their clients. Challenges remain to aggregating and analyzing this data deluge to make the best possible media buys and campaign strategy decisions. With the proliferation of DSPs, SSPs, RTB platforms, and trading desks, agencies must learn a whole new technical skill set. What are the challenges and lessons learned in transitioning to a data-driven media buying culture? What are the challenges agencies face attempting to target campaigns to micro-segments and specifically SoLoMo platforms, in a sea of constantly-shifting data. What tactics can agencies use to "separate signals from noise" to turn data intelligence into a competitive offering for their clients. This session will answer these questions, and more, including: Has data made us smarter or dumber? Ad exchanges may result in 50% non-viewable impressions according to comScore, but you're still better off on a cost per impression basis. And there isn't scale with audience based buying vs. the old "content as proxy" method. So what are the pros and cons? What does the future of data for SoLoMo look like? It will need to include tying audience data down to the specific media. With no reliable standard on mobile like a cookie online, where do we go next? How will data be collected on mobile and how do the ecosystem players help or hinder the process: telcos, device OEMs, ad networks, trading desks. Data doesn't make you dumber - misinterpreting the data or capturing the wrong information does. How do we help/hinder this process?

George John, CEO & Co-Founder, Rocket Fuel
Jay Sears, SVP, Demand, The Rubicon Project
Omar Tawakol, CEO, BlueKai
Kurt Unkel, EVP, VivaKi
Moderator: Josh Dreller, VP Media Technology and Analytics, Fuor Digital