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Fighting for Attention: The Battle to Identify and Value Quality Views

Overview

Where

ZAG S&W Law Firm - 1633 Broadway, 32nd Floor
New York, NY 10019
United States

When

Wednesday, October 3, 2018 -
8:30am to 10:30am

Details

On Wednesday, October 3, 2018, during Advertising Week New York, 33Across is bringing together top executives and stakeholders from across the digital media ecosystem for a lively, hard-hitting breakfast roundtable event, which will explore some of the big ideas and trends that have the potential to impact the trajectory of the online advertising industry in the year ahead.

In today’s media climate, it’s undeniable that both advertisers and publishers are vying for consumer attention. Their need to get eyes on content, both editorial and advertisements, has resulted in a wealth of different ad formats and targeting strategies designed to engage audiences, each achieving that goal to varying degrees of success with varying tradeoffs. Compounding matters are issues like viewability, fraud, ad-blocking and the impact of GDPR in Europe. The resulting landscape is one in which advertisers value ad quality, publishers prize scale, and diverse revenue streams and consumers seek a more ideal user experience. But how can these competing interests become better aligned?

This roundtable will explore these and related topics, such as:
- How should page quality and audience attention be measured and valued?
- Is “viewability” the best proxy for programmatic quality?
- Is the current ‘one-second’ standard adequate, and are buyers trying to understand the benefits of
exceeding it?
- Are advertisers willing to pay more for quality? If no, why not?
- Do advertisers care about the user experience or just results? (i.e. Annoying ads and cluttered pages that
may still be delivering the metrics)
- Is there growing awareness among buyers about “how” they’re accessing premium publisher inventory?
- On the flip side, what is the future of the open exchange in a world where fundamental fraud, viewability,
and brand safety concerns are being brought under control. Does the value prop of scale become
interesting again?
- And more…

Confirmed speakers include:
- Eric Wheeler, Founder and CEO, 33Across
- Angelina Eng, Executive Director, Marketing, Morgan Stanley
- Chris Guenther, Senior Vice President, Global Head of Programmatic, News Corp
- Jeff Giacchetti, US Digital Marketing Lead at Henkel Corporation