RTA Conference 2015: Lessons Learned

This event is fully booked
Wednesday, 11 March, 2015
Registration: 10:30am Event: 11am-5:30pm followed by drinks
The British Museum , Great Russell Street, London , WC1B 3DG
IAB Member: £249 +VAT
IAB Non-member: £498 +VAT
“Do not judge me by my successes, judge me by how many times I fell down and got back up again.” – Nelson Mandela

Real Time Advertising has become a lightning rod for the brightest and smartest strategists, engineers and marketers as they innovate machine-based decision making and learning into a fine art, and one of the hallmarks of any great thinker is that they get smarter through trial and error. Join us at the RTA Conference 2015 where we hope to illuminate you on how to best leverage data, distil efficiencies and learn from your mistakes.


10.30am Delegates arrive for registration, tea & coffee

11.00am Welcome & introduction

11.10am Adform

Brand Advertising has given marketers the ability to harness and automate mass data in order to precisely reach and successfully engage their audiences. Despite the unquestionable benefits that Brand Advertising brings to the table, some brands are still hesitant to adopt this technology due to worries in regards to brand safety, fraud, view ability, creativity and a host of other issues. Using case-examples and data samples, this presentation will explain what programmatic branding is and exactly how the industry has learnt from previous mistakes, in order to overcome Brand Advertising´s teething problems.

Andreas Dooley, Commercial Director, Adform

11.30am Tesco's F&F Clothing & Sociomantic

The Full-Funnel Approach: What F&F Learned by Zooming Out of the Lower Funnel

Programmatic display became famous as a performance channel, but today this technology and the data behind it can be used to reach potential and existing customers with personalised marketing throughout the customer journey — from driving awareness to inspiring advocacy.

So what can brands learn if they zoom out of the lower-funnel to look at using programmatic to interact with users throughout their customer lifetimes?

In this presentation, Tesco's F&F Clothing and Sociomantic share how they teamed up to simultaneously boost new customer acquisition, on-site conversions and existing customer loyalty simultaneously with a full-funnel approach to F&F’s programmatic campaigns. For this retailer, the results of this customer-centric display strategy spoke for themselves. Join the session to learn more.

Guy Beresiner, Director of Partnerships, Sociomantic & Aaron Gilboe Head of Online Marketing, Tesco's F&F

11.50am eBay Advertising 

In February 2015, eBay Advertising will pilot trading all of its standard inventory programmatically for one week. This is a UK industry first, aimed to show brands and planners the value of buying online advertising in real-time. 

It is one of the biggest developments in the advertising industry this decade, and has the potential to completely alter how advertising agencies work. eBay’s ‘programmatic only’ week aims to showcase to advertisers and the wider industry the performance potential of programmatic trading, as well as to accelerate its adoption on an industry-wide scale.

Following programmatic only week, Phuong Nguyen and Jean-Baptiste Goux discuss the findings from the experiment and give their opinion on the future of the UK advertising industry.

Phuong Nguyen is Director of eBay Advertising & Jean-Baptiste Goux is Head of Programmatic Advertising UK at eBay Inc

12.10pm Trading Models Panel

Display trading continues to evolve and with programmatic becoming the dominant method in 2015 the future is already here. Learn from a variety of market leaders on what has worked for them and why and what we can all learn from their different trading models so that you can make the right decision when your CTO asks for your recommendation.

Chaired by Amit Kotecha, Head of Marketing EMEA, Quantcast

Agency: Danny Hopwood, Head of Platform for EMEA, Vivaki

Advertiser: Gawain Owen, Digital Lead, Nestle UK

Independent Trading Desk: Tim Webster, Co-Founder & CSO, The Exchange Lab

Video Tech Company: Sue Hunt, Senior Director of Programmatic, Tremor Video 

12.40pm LUNCH

1.40pm RocketFuel

Ad fraud is a big phenomenon, but it does not have to be a big problem”, George John, CEO, Rocket Fuel Inc.

There were a number of headlines in 2014 about ad fraud, bringing the issue of inventory quality online into focus. Most of them included alarmingly high percentages of impressions that advertisers are paying for that may not actually being seen by humans. One of these headlines hit the Financial Times in May 2014: “Mercedes online ads viewed by more fraudster robots than humans”, it said. In this article it was alleged that ads for the auto brand were served on fake websites by Rocket Fuel. These allegations had the potential to be extremely damaging and immediately lit the gossip fires within the adtech industry. Data and objective facts rubbished this “sensational headline”, with an investigation performed by our own bot-screening technology and our accredited partners.

Amidst the drama, Rocket Fuel were working on a new solution which will instil more trust in its own network, but also help raise the bar for the entire online ecosystem. And it’s free for everyone to use.

Andy McNab, UK MD will explain the lessons learned by the business in the last year and the proactive measures that have been put in place since this news story broke which will shed light on why ad fraud is a concern for us all, why it’s so prevalent and smart solutions we can put in place to beat the fraudsters.

2.00pm BrightRoll 

Programmatic Digital Video Goes Mainstream 
2015 is the year programmatic will be embraced by the entire video advertising ecosystem. Publishers will finally join agencies and advertisers and start shifting to automated processes. We'll explore the massive programmatic opportunities in mobile video and private marketplaces. We'll also take a closer look at lessons learned from recent case studies to provide insight into how to effectively use programmatic video to drive greater efficiency and ultimately, ROI.

Andy Mitchell, MD, EU, BrightRoll 

2.20pm Millennial

Balancing Media Buying in an Automated World

As programmatic ad spend in mobile fast approaches that of online, Paul Gubbins, Head of Programmatic Sales, EMEA, for leading independent mobile marketplace Millennial Media, will present on the latest advertiser trends to be aware of in an automated world. Addressing the lessons that the mobile industry has learnt in programmatic from the online world, and the associated challenges that are unique to mobile as programmatic becomes ever more prevalent, Paul will also take a deep dive into the subject of balancing IO-based and programmatic mobile media buying.

Paul Gubbins, Head of Programmatic Sales, EMEA, Millennial

2.40pm: BREAK

3.00pm IPONWEB

Closing the Loop: Unlocking the Potential of Data

IPONWEB’s Commercial Director, Shane Shevlin, will talk through how customised programmatic technology solutions can help an organisation to unlock their data assets and realise unique business value. Focusing on how first party data signals are the essential foundation that optimisation and prediction strategies are built upon, he will examine different types of technical stacks available as well as the results of proprietary data integrations. 

Shane Shevlin, Commercial Director, IPONWEB

3.20pm Shell

‘What can I see?  – 3 years of observations using Ad Verification in our digital campaigns.’

Americo will share data from  almost three years of observation in the usage of a Ad Verification platform in their digital campaigns.

Americo Campos Silva, Global Media Manager, Shell International Petroleum Company

3.40pm Viewability Panel

In 2014 the IAB, along with the MRC, pioneered cross-industry viewability standards for display impressions and released recommendations to the marketplace. This came about after intense debate and with a view to moving towards viewable impressions becoming an industry currency. Now that these standards have had time to sink in what lessons have we learned? Join us for what is sure to be a heated debate on the pitfalls of viewability from multiple perspectives that should demonstrate why it isn’t such a clear-cut or easily-solved issue.

Chaired by: Laurent Nicolas, Vice-President, Product, AppNexus

Andy Jones, Commercial Account Director, Videology

Dora Michail, Snr Director, Audience Solutions, EMEA, Yahoo

Paul Nasse, UK Agency & Client Business Development Director, Integral Ad Science

Sammy Austin, Head of Programmatic, MoneySuperMarket

4.10pm: BREAK

4.30pm: AdRoll

Retargeting is proving itself to be much more than a ‘bottom of the funnel’ strategy

AdRoll’s recent ‘State of the Industry’ report found that retargeting is proving its worth to European marketers, helping them hit goals like brand awareness and customer insight, as well as driving sales. But for all that retargeting has proved its worth alongside the titans of performance marketing like search and email, there’s still a long ways to go for many marketers to tackle the biggest challenges in digital marketing. When it comes to cracking the uncertainty over attribution, finally reaching consumers across mobile, or making the most of social media, digital marketers have a lot to learn to keep up with the industry – and their customers.

Michael Bertaut is Managing Director, EMEA at AdRoll.

4.50pm: Google

Learnings from the benefits of using a unified advertising technology platform.

With the programmatic industry now well established, both buy and sell side have countless options to combine different platforms and media buying/selling solutions.

Google will share some of our learnings from the trends we are seeing, and some best practices for various usecases.

Assaf Grabinsky, Data and Insights Consultant, EMEA & Erica Probst, Platform Sales Manager, Google 

5.10pm: DataXu

"Lessons Learned” are great – but what does the future hold?

This session is going to inspire advertisers and agencies. It will be full of positivity and inspirational thought leadership to close the conference on a positive note. Some of the issues (Transparency, Viewability, Fraud, Omni-channel Programmatic Marketing) discussed during the day can be confusing or a little daunting for everyone who is just getting to grips with programmatic marketing. Ed Montes will hopefully give everyone the feeling that they work in a great industry with an amazing and bright future ahead. It might even make people feel proud to be part of this dramatic change to marketing.

Ed Montes, Chief Revenue Officer, DataXu

5.30pm: Close & Thanks

5.30-7.30pm: Networking drinks – The Old Crown, New Oxford Street 

If you have any questions you would like to see addressed in this conference, or would like to submit a speaker proposal, please email lizzie@iabuk.net 

Member only downloads

Adform20.72 MB
AdRoll6.07 MB
DataXu7.35 MB
eBay5.34 MB
Millennial Media9.82 MB
Rocketfuel4.34 MB
Shell17.14 MB
Sociomantic2.76 MB