Automated Trading Debate
The future of electronic, programmatic and real-time trading
Monday 7 October 2019
Media trading continues to evolve, but with all forms of media operating at different stages of their automated lifecycle – not to mention the minefield that is data protection – how do clients, agencies, media owners and adtech vendors navigate this complex world, and who is best placed to pull those levers to create efficiency and ROI?
The technological advancements, the warnings from the likes of the ICO, and the innovations, trends and challenges facing the industry will all be investigated at this consistently high-profile conference.
Don’t forget: Mediatel's Automated Trading Debate was the event that first exposed how much adtech middlemen took from the programmatic supply chain, while being ahead of the curve in delivering insights on blockchain, in-housing and traceable time before anyone else.
12:30 - 12:50
Registration, Networking & Refreshments
Wayne Blodwell, CEO and Founder at The Programmatic Advisory, will reflect on the key themes to be discussed during the day, setting the scene and providing some context of where automated trading is today and where we can expect it to go to.
13:15 - 13:35
Max Rayne Auditorium
Why CMOs need to become the grandmasters that work to orchestrate people and technology working together
Emerging technologies have a big role to play here. Much of what brands need to do in digital advertising can, and should, be automated. But equally, that doesn’t imply having to make a binary choice between humans or machines. Finding the ideal and balanced combination of the two is critical. Accenture Interactive's Digital Marketing Expert, Amir Malik, uses his chess analogy to explain why humans and AI playing together will always beat the smartest machine.
In June, the ICO published a report condemning the programmatic advertising industry, calling it "immature in its understanding of data protection requirements" and gave the industry a six-month deadline to start making the relevant changes. Were they right in their view, how much change has been made since then and what is the follow-up report in January from the ICO likely to look like?
14:50 - 15:20
Coffee and Networking Break
In 2019, Digital advertising spend overtook traditional for the first time. It’s come to that time again where advertisers are on the hunt for new and innovative ways to evolve their media strategy without losing all the perks of automated trading. Bidstack, the in-game advertising platform, will talk to Formula 1, Mindshare and Dentsu Aegis, as they join forces to talk about how the new union of gaming and esports with advertising could be the change advertising is looking for.
15:50 - 16:10
Max Rayne Auditorium
Can Blockchain tackle the growing concern around digital ad fraud?
It is predicted that digital ad fraud will soon become the second largest source of income for criminals behind drug trafficking. Can blockchain be the answer to one of the advertising industries biggest questions, and how will companies need to set themselves up in order to make the most of cryptography and blockchain?
The programmatic industry is at an inflection point where we are all - consumers, publishers and marketers - faced with too much choice. More choices for content, subscription models and devices has led to more frequent, and often lower quality, advertising experiences for consumers, while infinite consumer options has led to more competition for publishers battling for consumer attention. In today’s environment, convenience, scale and accessibility always win. As a result, marketers are facing more pressure to justify ad spend as they attempt to reach target audiences, wherever and however they consume content, in a brand safe way. So where do we go from here?
16:20 - 17:05
Max Rayne Auditorium
Panel: How open ad tech and independent publishers will meet the future of the internet
This panel of industry leaders will close the day by debating what potential future industry-wide shifts around identity, transparency, and brand safety could mean for the advertising industry, including consumers. The panel will focus on how open platforms and independent media companies will work individually and together to capitalize on the evolution, to offer solutions that put consumers first. What could an alternative look like? How can the buy and sell side move closer together in a brand-safe environment?
17:10 - 18:00
1 Wimpole Street (Royal Society of Medicine) London , W1G 0AE
Nearest Underground: Oxford Circus (Victoria, Bakerloo, Central lines) 4 minutes' walk
Bond Street (Central, Jubilee lines) 5 minutes' walk