How Amazon is competing with Google and FB across the media and tech landscape...and is there room for a fourth? Twitter, Adobe, Oracle, Salesforce would like to think so.

The emergence of data technology tools and the market dynamics of cookie restrictions, privacy regulations, and people-based environments like social networks are causing many enterprise marketers to rethink their approaches to managing customer and audience data. In this workshop we’ll review a framework for mapping out a comprehensive data strategy across existing customers and prospects, and the key questions to ask your teams and partners in order to choose the best approach to achieve your business goals.

As pressure on marketers mounts to deliver return on ad spend in a world full of multitouch attribution solutions and opaque conversion attribution models, MiQ and our clients believe that there is a better way to measure performance: Incrementality. In our presentation, we'll discuss the challenges marketers face when it comes to measuring ROI, dive into incrementality measurement as a way to solve the shortcomings of most measurement models. We'll also discuss methods and strategies for ensuring your digital strategies are tied to the business outcomes that impact your bottom line.

If Dynamic Creative Optimization is the destination, then the vehicle is the underlying technology. Attendees in this session will learn how to overcome the biggest DCO pain points by successfully implementing with three key technologies: automation and workflow management, unification across platforms, and ad management & delivery. 

In this info-packed, data-driven session, eMarketer principal analyst Lauren Fisher shares the firm's latest US programmatic forecast and explores the factors influencing spend across channels, formats and devices through 2021. You’ll learn:

. How much US advertisers are investing in programmatic across display, mobile, video and TV.

. How industry influences such as brand safety, privacy and measurement capabilities are changing buying patterns

. Other factors buyers and sellers need to know through 2021

Twenty years ago, data was everyone’s responsibility – it didn’t matter what role you had. You’d never dare make a recommendation without applying the right syndicated data, competitive and research. The challenge today is that data and technology are in the hands of the hyper analytical/technical. While the integrity is good, the data and learning lacks application to real business challenges. However, after all this time the fundamentals remain true – we need to understand who our consumers are, where we can find them and the most effective way to talk to them.

The advertising industry is rethinking cookies, and that means targeting as we know is about to change. There have already been massive shifts due to both governmental and browser wide changes, and that impacts the way we target, optimize, and measure campaigns. This conversation by Teads' Global President Jim Daily will deep dive into the real implications for advertising, a prediction on what the next 12 months will hold, and how to operate and succeed in a post cookie world.

A magical solution to the world’s problems or a sinister tool being put to nefarious use? The implications and applications for AI and machine learning are exploding as the technologies increasingly make their way into our day-to-day lives. What’s the real opportunity for marketers when it comes to deploying them in their campaigns and strategies? What questions should they be asking? Peter Day, Chief Technology Officer at Quantcast, an audience insights company, will dig into these issues while dispelling myths about AI and machine learning (and explaining the difference between them).  

Data management is more than a technology. It’s a frame of mind. Attendees to this session will hear from Credit Karma’s head of marketing, Kiki Burton, on how to evaluate and integrate technologies – whether DMP, CDP or “other." And Burton will offer best practices for managing the organizational and cultural change needed to make data management projects a long-term success.

The ad tech vendor ecosystem is complex, fragmented and presents brands looking to establish ownership over their data and buying practices with seemingly endless challenges. There is also immense opportunity to unlock value and deliver a great experience. In this workshop, Evan Barocas, director of media operations at T-Mobile, will share his framework for organizing ad tech, evaluating vendors and grounding your decision-making in the consumer experience.

Don’t miss this opportunity to get an insider look at the digital strategy of one of the world’s most iconic technology brands. In this session you’ll learn how marketers were able to increase engagement with key accounts by using a digital-first ABM strategy. From configuring the right AdTech and MarTech stack, to leveraging the right third-party data assets to personalize digital engagements, this session is jam packed with best practices and practical advice you can apply immediately.

Google has one called Ads Data Hub, Facebook has one, Amazon is building one. “Data clean rooms” are shaping up to be a key piece of the measurement puzzle in an ID-redacted, privacy-first future. But Clean Rooms have the potential to be much more than measurement workarounds for Walled Gardens. This session will educate and explore how brands can prepare for a future where Clean Rooms serve as privacy-safe environments for online/offline attribution, strategic data co-ops, and the increasingly important intersection of digital marketing and Customer Experience.

Mobile growth marketers are addicted to hyper growth – but focusing on user retention is where the rubber really meets the road. There’s no point in shelling out for installs if those users aren’t going to stick around. Low rates of organic growth and high rates of early lifecycle churn are telltale signs that you’re probably wasting your budget. In this session, you’ll learn how to shift gears and activate a growth marketing strategy centered on retaining users in a measurable, scalable, sustainable way.

The lowest-fee path to supply is often the buyer's least efficient channel to transact. Private marketplaces routinely offer inferior inventory access to the open auction. A $10 CPM bid commonly loses to a $2 CPM bid. As buyers work to navigate complex auction dynamics, it is tempting to make decisions based on how the auction should work. But the whiteboard is wrong more often than it is right. Get a data-driven perspective on supply path optimization from Jounce Media's Chris Kane.

Leveraging AdTech and MarTech can solve for some very precise challenges, but how can this technology actually grow your business and drive true brand loyalty at scale? Join Zeta to learn how a signal-fed, omnichannel-activated approach uses a closed feedback loop to boost acquisition and drive customer retention. Marketing may never be easy, but it doesn’t have to be so hard.

Enjoy great food and drink at the official PROGRAMMATIC I/O Welcome Party. Complimentary admission for all PROGRAMMATIC I/O ticket holders.