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01/27- CTV & Video Advertising – Growing with Standards – EU Edition

January 27, 2022 @ 2:00 PM - 6:00 PM CET

(This event has been programmed for attendees located in European time zones but is open to all.)

With the growth of streaming, Connected TV (CTV) has firmly established itself as a critical component of the digital media landscape. This virtual event will dive into the standards and technology solutions for brand safe and viewable ads on CTV. We will cover ad sales & delivery, ad fraud, brand safety, measurement, privacy, and interactivity in CTV advertising, and the surrounding landscape. Join experts from ad tech companies and streaming video publishers who will talk about how they are deploying the Tech Lab standards to achieve scale, security, and consistency in video ad delivery. The event will also focus on specific aspects of the European CTV market landscape, such as AddressableTV, HbbTV, and others.

The event will address the tech foundations of how to:

  • Overcome challenges around Server-Side Ad Insertion (SSAI)
  • Support transparency to minimize ad fraud
  • Provide brand safe environments for advertisers
  • Build privacy-first addressability
  • Enable cross-screen ROI measurement

 

 

AGENDA

TIME (CET) SESSION
2:00 PM IAB Tech Lab Introduction
2:15 PM Keynote: Building A Safe CTV Supply Chain – Technologies and Gaps 

The keynote will explore where the CTV advertising market and supply chain in Europe stands in terms of technology penetration and what we need to do collectively to increase it.

2:30 PM Panel: Building A Safe CTV Supply Chain – How to use Existing Technologies, Identify Gaps and Understand what is Needed to Grow CTV

How to use existing technologies, identifying gaps and what is needed to grow CTV

2:55 PM Transparency Center (Discussion & Demo)

The Transparency Center is an industry-owned resource for metadata about the digital advertising ecosystem.

3:05 PM Fireside Chat: The Potential of Dynamic Ad Substitution in HbbTV

The session will illustrate the benefits of using SSAI in CTV environments and how to ensure safety and security , by showcasing an award-winning customer project in different European countries.

3:15 PM Panel: Making SSAI Work – Challenges, Benefits and ads.cert Authenticated Connections 

A panel discussion on unlocking programmatic scale for CTV with Server Side Ad Insertion (SSAI). This session will explore what it takes to successfully execute SSAI-based programmatic ad delivery, and the challenges that are unique to this evolving technology such as ad break management, frequency capping, and how to provide the best possible high-quality experience.

3:40 PM Keynote: Personalized Experiences based on User Choices

To be compliant with standards is great and a given fact in our world of increased privacy rules. But today it is not only about compliance. We need to create personalized experiences based on user choices to build trust. Antonio Anguiano, VP Product Management of Didomi will outline in his presentation the best-of-breed approach for advertisers in CTV through innovative consent and preference choices.

3:55 PM Panel: How to Design a Transparent and Performant Consent-Experience for CTV Users

The shift to OTT and CTV content consumption opens an opportunity for publishers and advertisers to engage the large streaming audience and deliver personalized experiences by enabling privacy controls. While mobile, OTT and CTV applications are somewhat new territories in the privacy world, companies shouldn’t wait to update their applications and TVs to provide transparency about collecting user data.

4:20 PM BREAK
4:25 PM Keynote: The significance of the Emergence of Connected TV is Enormous – This is TV going Digital.

CTV will change TV audiences from passive consumers into engaged and assertive users, it will change the products available on TV devices and it will change how the TV relates to other devices, particularly mobile phones. For advertisers, the change is fundamental too: a connected TV is no longer a brand awareness tool. It is a performance channel.

4:35 PM Panel: Open Measurement Technology, Integration and Cross Screen Coverage

Join us as we break down measurement capabilities by platform and take a deep dive into the Open Measurement (OM) SDK roadmap – including support for CTV and OM for Web Video capabilities, and the pathway to standardizing how measurement signals are collected across all platforms.

5:00 PM Introduction: Convergence – Bridging the Digital and Terrestrial Divide 

In the closing panel of our event, we will focus on the question, how a European perspective on CTV looks like – by means of standards, by means of technologies, and by means of buy side adoption and requirements.

5:05 PM Panel: How to Best Manage Both Digital and Linear Delivery –  Technologies, Best Practices and Tactics. Experiences from the European Markets.

Although CTV is growing fast and budgets are moving quickly to digital cross media video as consumers spend time watching video via digital channels across multiple devices, linear TV is still a reality and a big piece of the pie. For traditional providers like broadcasters and cable TV producers, it is necessary to manage both traditional linear and digital TV at the same time. This is quite challenging. IN this session we will explore the experience in European markets and how the traditional TV producers are managing the transition and managing hybrid models. We will look at technologies being used and what is common technology stack that can be leveraged/ repurposed for both traditional and digital TV. How does the buying process overlap and change as we move from linear to digital

 

5:30 PM Closing Remarks

Details

Date:
January 27, 2022
Time:
2:00 PM - 6:00 PM CET