AD TECH ATADVERTISING WEEKT H E ( U N ) O F F I C I A L G U I D E

FROM THE DESK OF JASON FAIRCHILDCRO and co-founder, OpenX

As we gear up for Advertising Week New York, I’ve been reflecting on the major changes in digital advertising since last year’s event.

Due to the proliferation of header bidding and containers, our industry is undergoing yet another massive disruption. As digital advertising evolves to the new realities we operate in today, the often chaotic landscape has created opportunities for bad actors to flourish under the cover of what can at times feel like chaotic change. Now, our market has reached an important crossroads, and how we react to this inflection point will determine the future of programmatic advertising.

Industry leaders recognize this market shift and have started to engage in the open and honest conversations needed to push the industry forward. If this year’s panels are any indication, we’ll hear how these challenges are being addressed now and learn more about what solutions are on the horizon. Publishers, brand marketers, agency executives and technology companies will be leading discussions that inspire a shared vision for better partnerships, accountability and increased integrity.

Howard Schultz, who coincidently will be speaking this year, once said that the currency of leadership is transparency. As we look to the future, I believe we all agree that advertising leaders must demand it, and technology partners must be expected to provide it. And after we come together this week, my hope is that when we identify areas that fall short of our collective expectations, we will act together to ensure the interests of a quality, fair, and transparent marketplace take precedence.

We put together this guide to help you identify the best panels, seminars and workshops for ad tech professionals to attend during Advertising Week, based on key areas of interest: Future of Programmatic, Transparency, Mobile, Video, Workshops and Networking Events.

Please take the time to review and register for the events that most closely relate to your interests and goals. I would also invite you to join Wall Street Journal reporter Lara O’Reilly and me for an important seminar during Advertising Week, Radically Transparent: It’s time for Adtech to get serious about transparency.

I hope to see you at Advertising Week!

FUTURE OF PROGRAMMATICDigital advertising is ever in flux, but programmatic is here to stay. What role will programmatic play in the future of digital advertising? Attend these sessions to find out.

WHO WILL SURVIVE THE ‘WINTER’ OF ADTECH CONSOLIDATION?Presented by RocketFuel

MONDAYSEPTEMBER 25

3:45 PM

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THE NEXT ERA OF PROGRAMMATICPresented by OpenX

TUESDAYSEPTEMBER 26

12:45 PM

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BRANDS, AGENCIES AND DSPs: THE TRIPLE THREAT FUTURE OF DIGITAL ADVERTISINGPresented by The Trade Desk

TUESDAYSEPTEMBER 26

2:15 PM

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TRANSPARENCYWhether discussing fraud, brand reputation or data, transparency has become the buzzword in digital advertising and adtech today. Here are the sessions that will cover the key to building a truly transparent ecosystem.

RADICALLY TRANSPARENT: IT’S TIME FOR ADTECH TO GET SERIOUS ABOUT TRANSPARENCYPresented by OpenX

THURSDAYSEPTEMBER 28

1:30 PM

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TRUST, SAFETY & THE PURSUIT OF TRANSPARENCYPresented by DCN

THURSDAY SEPTEMBER 28

12:45 PM

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MOBILEMobile strategy is the difference between success andfailure. In an increasingly fragmented marketplace, gettingit right is harder than ever. These sessions will help you optimize your mobile app strategy.

WHY YOUR APP STRATEGY MATTERS: DEVELOPING STANDARDS FOR THE NEXT GEN OF ADTECHPresented by OpenX

WEDNESDAYSEPTEMBER 27

10:45 AM

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WE MUST BE ABLE TO DO BETTER THAN THIS. MAKING BETTER ADS FOR MOBILEPresented by WhoSay

MONDAYSEPTEMBER 25

3:00 PM

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THE NEXT ERA OF MOBILE: HOW APPS ARE REVOLUTIONIZING THE WAY BRANDS DO BUSINESSPresented by App Annie

WEDNESDAYSEPTEMBER 27

2:15 PM

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VIDEOVideo represents about 50% of all mobile data traffic, but it is still underutilized in the digital marketing ecosystem. These sessions will discuss the future of video and how it can fit into your advertising strategies.

CONNECTING PEOPLE, RESHAPING MARKETINGPresented by Facebook

MONDAYSEPTEMBER 25

11:15 AM

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THE NEXT STEP IN VIDEO TARGETING SOLUTIONSPresented by GrapeShot

THURSDAYSEPTEMBER 28

3:45 PM

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WORKSHOPSFor the technically inclined adtech professional, we recommend the following workshops to improve your technology stack.

RETAKE CONTROL OF YOUR MOBILE STRATEGYPresented by PugPig

MONDAYSEPTEMBER 25

10:45 AM

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FROM CREATIVE DESIGN TO PROGRAMMATIC BUYING: HOW AI IS CHANGING ADVERTISINGPresented by IBM

TUESDAYSEPTEMBER 26

2:30 PM

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HACKING PROGRAMMATIC: TECHNICAL TIPS FOR IMPROVING YIELD & PERFORMANCE TODAYPresented by OpenX

MONDAYSEPTEMBER 25

4:00 PM

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SEE AND BE SEENLove parties, meeting new people or just getting free food? Check out these unofficial events during Advertising Week.

OPENX YACHT PARTYWEDNESDAYSEPTEMBER 27

4:00 PM JOIN THE WAITLIST

THE DRUM’S COFFEE MORNINGMONDAYSEPTEMBER 25

9:00 AM SIGN UP HERE

THE MARKETING SOCIETY LAUNCH COCKTAIL PARTY

TUESDAYSEPTEMBER 26

5:30 PMSIGN UP HERE

RESOURCESBefore you attend Advertising Week, brush up on the newest technology and key industry trends.

BUILDING TRANSPARENCY IN DIGITAL ADVERTISING

Digiday explains the IAB's new text file in WTF is ads.txt

OpenX explains why truth and transparency is the key to programmatic growth

The ANA’s report on achieving transparency in the programmatic media buying ecosystem

NEW TECHNOLOGY

Digiday gives an overview of programmatic efficiency in the white paper, WTF Real-Time Guaranteed

AdExchanger introduces the marketers guide to blockchain

MOBILE

Learn how leading app iFunny increased revenue and lowered discrepancies

Revisit the Mobile Marketing Association’s Global Mobile Trends Report

TREND WATCH

The IAB released its guide to video advertising

MediaPost shines a light on the pitfalls of the ‘shadow auction’