Moving past cookies

The industry’s search for solutions to replace the cookie identifier could usher a new era of contextual targeting, while new forms of identifiers are also in various stages of development. Megan Pagliuca, Omnicom Media Group’s chief activation officer, will talk about that network’s support of Unified ID 2.0 as a way to push forward solutions. And Horizon Media’s senior vp of digital strategy and innovation, Rayna Elliot, offers her insights on contextual targeting’s return as a legitimate planning strategy.

The continued rise of automation

As ad-tech continues to proliferate, it’s engendered a rush toward automation of processes, mainly in the form of programmatic buying. Media vendors have made inventory available through programmatic options in connected TV, audio, out of home media and even most recently product placement. Josh Palau, PHD’s chief media and activation officer, shares his agency’s views on how programmatic has helped drive better data-informed decisions, even as it’s changed the importance of relationships in conducting business.

The touchy topic of remuneration

As all these new ways of doing business crowd out classic media buying and planning, what new forms of compensation are being fashioned between media agencies and clients? Diving into that topic is David Kersey, GSD&M’s executive vp and media director, who unpacks the very sensitive topic of remuneration. Clients are looking to keep their marketing costs down while media agencies, who feel they’re doing much more consultative work than ever, are looking to get paid for that time and investment.

Diversity, equity and inclusion

Industry-wide efforts to rectify racial and social injustices in the wake of the 2020 murder of George Floyd dominated headlines between last fall and this past spring. Most of the holding company agencies and many independents, declared their commitment to investing in minority media and rooting out systemic bias. Publicis formed its Once & For All Coalition among its agencies and many of its clients. Lisa Torres, president of Cultural Quotient at Publicis Media, will explain what’s been accomplished to date, but more importantly how far is left to go in seeking equality in investment both from the client side as well as internally.

Stemming the Great Resignation

There’s an urgent need to find new ways to retain talent in the face of the greatest migration of job movement since the Great Depression of the 1930s. One former media agency CEO estimates that agencies are currently understaffed by up to 30 percent — double the 15 percent of …read more

Source:: Digiday

Author: Aaron