Data-Driven Everything: Planning The Integrated Future
We’re all programmatic now. As data infuses all aspects of media planning and automated processes reach every online and offline ad format, the task at hand is integration. What synergies are gained from OTT retargeting mobile? From DOOH on search? From multiple touches across video, audio and display? Whether it is digital display, video, CTV, social, DOOH, audio of even TikTok, can the whole add up to the sum of its parts as advertisers chase fragmented consumer attention? At the annual spring Data and Programmatic Summit we asked our gathering of marketers and media buys to share their best practices and learnings from integrated efforts.
And how do marketers realize these gains as the rules around data collection and privacy evolve? We explored:
• Tracking consumers in a post-cookie world
• Measurement and attribution models in omnichannel efforts
• Emerging programmatic opportunities on and offline
• Post-pandemic media mapping
• The impact of looming regulation and privacy trends
In 12 editions over the last eight years, MediaPost’s Data and Programmatic Insider Summit has tracked the proliferation of data-driven and programmatic advertising to every corner of digital media. At the 13th DPIS we pull it back together to see how to make the most of data, data everywhere.
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