thursday, november 5, 11:00am - 11:50am

The Rise of the Audience Marketplace

As online content continues to grow exponentially, the amount of available online ad inventory has expanded at an equal, if not faster, rate. Subsequently, we have seen the rapid ascension of the ad network and exchange marketplaces. However, a parallel trend is the increasing demand for more targeted and contextually relevant digital advertising solutions. The net result is that a new category of network—the audience marketplace—is evolving and designed to offer more targeted and efficient solutions for buyers. Some of these marketplaces are being developed by major media and content companies that are offering vertically targeted advertising solutions and include proprietary and third-party content and we also are now seeing the major media services agencies building out their own proprietary “media marketplaces” to serve their clients better. Are superior marketing solutions being achieved by leveraging these platforms? Are these marketplaces siphoning quality inventory away from, and might they ultimately dis-intermediate, the hundreds of ad networks that exist today? Are these audience marketplaces expanding across multiple digital platforms? Are agencies building their own marketplaces to offer better solutions or to play bit of the arbitrage game? Or are they trying to have it both ways? Join moderator Jeff Flemings of Digitas and senior executives from Mediabrands (Interpublic), the NHL, and MTV to learn more about this emerging marketplace and what it means for buyers and sellers across the digital landscape.

MODERATOR: Jeff Flemings, Senior VP/Global Head, Social, VivaKi PANELISTS: Heather Hopkins, Senior VP/General Manager, MTV Tribes Quentin George, Chief Digital Officer, Mediabrands Larry Gelfand, Senior VP, Media Sales, National Hockey League Bill Demas, CEO, Turn Josh Jacobs, Senior VP of Brand Advertising Products & Marketing, Glam

return to previous page