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Preparing for the Deprecation of the Mobile Ad ID and Cookie

October 26th, 2020

 

Featuring speakers from:

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In October, The Series tackled the most pressing issue faced by AdTech today: addressability. Apple has communicated that in early 2021 it will release an iOS update requiring every app to get explicit permission from the user before accessing their device’s IDFA. Not long after, third-party cookies will be phasing out of the Chrome browser. The advertising industry will be starved of access to stable identifiers for addressable ad monetization, targeting, and measurement.

We assembled a very strong panel of 16 industry experts across brands, publishers, data companies, and AdTech to talk about the impact, strategies, and opportunities for innovation. More than 940 registered for the event: 383 from AdTech, 170 from agencies, 139 from publishers, 94 from brands.

We also surveyed our event attendees, most of whom are senior level decision makers, to gather and share industry sentiment. Altogether, 89 participants responded to eight essential questions about the future of addressability.

Request the survey report here.

Agenda & Speakers

[Keynote] What is at stake and what is the impact?
3:00-3:15 EST
Jordan heads up project Re-Arch and is at the epicenter of solving the problem of addressability for ad-tech. He will present the challenges we are facing and the solutions being developed in collaboration with the industry.

jordan mitchell
Elliott Easterling

Jordan Mitchell
SVP, Head of Consumer Privacy, Identity and data, IAB Tech Lab

Elliott Easterling
CEO, TrueData [host]

[Supply Side Panel] How are publishers and supply side solutions coping?
3:15-4:00 EST
Discussion Topics: The supply side is facing the same CPM collapse for in-app app inventory as it suffered from cookie deprecation on the browser. It is hampered by potential new restrictions on the use of first-party data for a range of use cases that have been taken for granted. New limitations on attribution will also make growth elusive.

Mike Brooks
Ken Van Every
Dave Pond
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Offer Yehudai
John Durkee

Mike Brooks
SVP Revenue, WeatherBug  

Ken Van Every
Director of Programmatic & Data Sales, Cars.com

Dave Pond
Head of Media Strategy and Operations, BuzzFeed 

Ryan Simone
Director, Global Audience Solutions, Vice Media Group

Offer Yehudai
President, Fyber

Jon Durkee
VP Data Solution, TrueData [moderator]

[Demand Side Panel] How are brands, agencies and demand side solutions coping? 
4:00-4:45 EST
Discussion Topics: Brands and Agencies seeking data advantage have built their entire tech stacks on cookie and MAID addressability. The answer can't be to give more money to Facebook and Google. With new limitations on addressability, a whole new set of tools and tactics will need to be deployed to activate data-driven marketing.     

Samantha Jahnke
Meghan OKeefe
Lisa Sullivan-Cross
Dana Shank
Michael Burke

Samantha Jahnke
Global Account Director, Technology, OMD USA  

Meghan O’Keefe
SVP/Group Director of Precision, Starcom U.S.

Lisa Sullivan-Cross
Head of Growth Marketing, Pinterest

Dana Shank
Senior Director, Marketing Services, Kellogg Company

Michael Burke
SVP, MediaLink [moderator]

[Innovation Panel] What are the opportunities and pitfalls facing innovation in this space?
4:45-5:30 EST
Discussion Topics: The world of ad-tech has permanently changed and there is no going back to old systems of addressability. New perspectives and approaches will be needed to solve this existential problem.  Each of these will need to balance dimensions like accuracy, scale, privacy, and adoption rates. 

Travis Clinger
Leigh Freund-1
Charles Manning
Bill Michels
Aimee Irwin
Will Mcgivern-Smith

Travis Clinger
SVP Addressability & Ecosystem, LiveRamp

Leigh Freund
President & CEO, NAI

Charles Manning
CEO, Kochava

Bill Michels
GM Product, The Trade Desk 

Aimee Irwin
VP Strategy, Experian

Will Mcgivern-Smith
CPO & CSO, TrueData [moderator]

What is The Series?

A quarterly discussion of the most pressing challenges and opportunities that need to be addressed by marketing and advertising technologists. 

A place to discuss ideas, not a forum to promote products. The Series wants to uniquely and equally represent the perspectives of publishers, advertisers, DataTech, AdTech and MarTech. 

The Series is free to all.

The series leadership in adtech and martech

The Origin

The Series was born out of a C-level working group of 50+ industry executives formed to tackle addressability challenges related to cookie and mobile ad ID deprecation. The working groups were successful because a wide range of perspectives came together to share ideas that would further the entire ad ecosystem. Just like the working group, the series is curated by TrueData and industry participants. It is an Open Source platform for ideas.

Past participants include:

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