Media planning in the digital world

The​ ​ promise​ ​ and​ ​ intent​ ​ of​ ​ programmatic​ ​ media​ ​ is​ ​ to​ ​ create​ ​ open​ ​ and​ ​ efficient​ ​ marketplaces​ ​ to​ ​ connect media​ ​ buyers​ ​ with​ ​ media​ ​ sellers.​ ​ Imbued​ ​ with​ ​ 3​ rd​​ ​ party​ ​ data,​ ​ programmatic​ ​ platforms​ ​ enable sophisticated​ ​ audience​ ​ targeting​ ​ and​ ​ create​ ​ a​ ​ level​ ​ playing​ ​ field.​ ​ Do​ ​ we​ ​ really​ ​ want​ ​ a​ ​ level​ ​ playing field? How​ ​ can​ ​ organisations​ ​ create​ ​ competitive​ ​ advantage​ ​ when​ ​ the​ ​ same​ ​ inventory​ ​ and​ ​ data​ ​ have been​ ​ so​ ​ thoroughly​ ​ commoditized​ ​ and​ ​ democratized? This​ ​ Ad:tech​ ​ Uni​ ​ session​ ​ will​ ​ explore​ ​ how​ ​ many​ ​ of​ ​ the​ ​ fundamentals​ ​ of​ ​ media​ ​ planning​ ​ remain​ ​ relevant in​ ​ an​ ​ automated​ ​ media​ ​ landscape​ ​ and​ ​ can​ ​ be​ ​ utilized​ ​ as​ ​ sources​ ​ of​ ​ better​ ​ insights,​ ​ better​ ​ campaign management​ ​ and​ ​ better​ ​ results. 

Where & When
Date
Thursday, November 16th
Time
3:35pm - 4:05pm
Category
Main Agenda
Stream
Stream 1 - ad:tech Uni - Level 1, WG126
Speakers
Vice President Australia/NZ
COMSCORE