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Advanced Television: The Quest for Universal Addressability
November 10, 2022 @ 8:00 AM - 6:00 PM EST
Video is thriving as a medium for consumers – be it streaming in the living room or enjoying short form videos on your mobile phone. Ad supported television is seeing new growth spurts with very large platforms like Disney and Netflix announcing their entry into advertising video on demand (AVOD) as well as Free Ad Supported Television (FAST or ad supported linear TV programming delivered digitally). Growth in viewing on connected Television sets and multiple devices has surfaced an enormous challenge of measuring and managing video buying across linear, linear addressable and digital channels. Further, the industry is more fragmented on available technologies and methods of measurement.
IAB Tech Lab has been in deep review with the industry about the TV and video landscape in developing a strategy for addressing the challenges of Advanced Television for buyers and publishers of TV content. This event is an opportunity to learn about IAB Tech Lab’s roadmap and plans for Advanced Television and cross media video. The audience will get an opportunity to learn about different solutions that are being deployed by leading industry players and how they are relying on technical standards to achieve a seamless experience for consumers and buyers. Please join us to learn about:
- IAB Tech Lab Advanced Television Roadmap
- Advanced Television industry and technology landscape
- Cross channel campaign measurement initiatives and emerging new technologies for TV measurement
- Common currency debate and audience TV measurement
- Contextual advertising in Video
- Managing Connected TV advertising with the efficiency of Programmatic
- What is new in Transparency Center for CTV and Video
AGENDA (subject to change)
| 8:00-9:00 AM | Breakfast & Check-In |
| 9:00-9:45 AM | Enter Advanced TV While the lines between linear and digital are becoming increasingly blurred, the need to streamline video across all TV platforms becomes more important. To do so, we must understand the landscape of Advanced TV. This session provides an overview of the Advanced TV landscape, including the technologies that are being deployed today. The understanding of which underpins the foundation of all Tech Lab’s work in this space.Anthony Katsur, Chief Executive Officer, IAB Tech Lab |
| 9:45-10:20 AM | State of the Advanced TV Landscape Today An open discussion with experts from across the industry on the state of the Advanced TV landscape. Asking the questions that we all want to know the answers to, such as, how will we open cross-screen inventory with all the technical fragmentation? And everything in between.Maribel Becker, VP, Addressable Partnerships, Paramount Daniel Church, Head of Advanced TV Product, Beachfront Rich Guinness, Network Lead, Data Licensing & Strategy, VIZIO Anthony Katsur, Chief Executive Officer, IAB Tech Lab Tom Sly, VP, Revenue Strategy, E.W. Scripps Company David Unsworth, VP of Technical Operations, Extreme Reach |
| 10:20-10:45 AM | Plan of Action: The Roadmap for Advanced TV IAB Tech Lab is stepping up to the line to ensure that the transition of ad dollars from linear to digital is as seamless as possible. Developing standards for this new digital channel comes with its own unique set of differences. This session outlays the differences and challenges that the industry faces developing standards for this digital channel, along with an announcement of Tech Lab’s roadmap and priorities for Advanced TV going forward.Rob Hazan, Senior Manager, Product, Index Exchange Katie Stroud, Senior Product Manager, IAB Tech Lab |
| 10:45-11:15 AM | Networking Break |
| 11:15-11:20 AM | Audience Measurement & Currency Solutions In market current and proposed solutions and how to best optimize technology available today.Elsa Blumberg, VP of Client Analytics, DIRECTV Advertising |
| 11:20-12:00 PM | A New Channel and an Age-Old Debate: Measurement The debate on what will become a common measurement currency acceptable for Advanced TV going forward.Elsa Blumberg, VP of Client Analytics, DIRECTV Advertising George Castrissiades, VP, CTV Product, iSpot.tv Ben Kaplan, VP, Product Marketing, PubMatic Davide Rosamilia, Director, Product Management, ID5 Shailley Singh, EVP, Product & COO, IAB Tech Lab |
| 12:00-12:25 PM | Creating Products for the New Age of Entertainment This session will discuss contextual advertising, brand suitability, and connecting brands with diverse video creators and consumer communities.Ray (Jiayi) Cao, Global Head of Product Solutions and Operations, TikTok Masoud Loghmani, Director of Product Management – Brand Advertising Product, TikTok |
| 12:25-12:40 PM | OpenRTB and Advanced TV: Contextual Targeting Contextual advertising has been the backbone of linear advertising and continues to remain a fundamental part of the marketing mix in Advanced TV. This session provides a walkthrough on how to use the Open RTB Content ID extension for contextual targeting in Advanced TV.C.J. Leonard, VP of Platform Operations, IRIS.TV |
| 12:40-1:55 PM | Lunch |
| 1:55-2:15 PM | Traditional Ad Breaks Meet New Ad Breaks: Dynamic Pods in ORTB 2.6 The concept of a commercial break is not new, the standard for how to buy and sell inventory within that “pod” of ads is! Join us in learning about the recent updates to OpenRTB 2.6 to support Advanced TV.Amit Nigam, VP, Product, Beachfront |
| 2:15-2:40 PM | Ads.Cert: Securing the Advanced TV Supply Chain Where the money goes, fraud follows, and Advanced TV is no exception. Ads.cert is an open-source initiative from IAB Tech Lab that introduces cryptographic signing of bid requests to the industry to minimize the risk of fraudsters manipulating the data provided about an ad space. This session provides an overview of ads.cert and the steps that your business needs to take to secure the Advanced TV supply chains.Curtis Light, Software Engineer, Google Kristine Lopez, Director of Product, HUMAN |
| 2:40-2:50 PM | Transparency Center: Building & Sustaining Trust in the Advanced TV Supply Chains IAB Tech Lab Transparency Center is an industry owned resource for metadata about the digital advertising ecosystem, providing the data and transparency needed for buyers and sellers to transact with confidence. This session provides an overview of the features like app-ads.txt for CTV stores and supporting data sets for seller defined audiences.Dan Balis, Senior Director, Product Management, OpenX |
| 2:50-3:05 PM | Closing the Viewability Loop: The Open Measurement SDK for CTV One of the most widely adopted solutions from IAB Tech Lab, the OM SDK gives advertisers the flexibility to choose to work with the verification solution of their preference. In September 2022, the OM SDK expanded its scope to become available for Advanced TV, this session provides a demo of how this solution works in practice for Advanced TV.Anthony Bursae, Sr. Director of Product Management, Publica |
| 3:05-3:35 PM | Networking Break |
| 3:35-4:00 PM | Under the Hood: OM SDK Compliance This session will provide a detailed demo of OM SDK Compliance process and methods like apps/web and CTV.Chris Troein, Sr. Mobile SDK Engineer, Oracle Moat, Oracle Advertising Jarrett Wold, Senior Director, Compliance Programs, IAB Tech Lab |
| 4:00-4:15 PM | Watermarking Capabilities for Streaming Video on CTVs
An introduction to the new types of streaming video addressability, measurement, and interactivity capabilities enabled by standards-based watermark detection technologies that are increasingly being included in CTVs. Joe Winograd, EVP, CTO & Founder, Verance |
| 4:15-5:00 PM | The Challenges DSPs Face Buying Advanced TV Advanced TV inventory spans from Data Driven Linear, to Addressable Linear, to AVOD, all the way through to Full Addressable Live Streaming with Real Time Bidding. Integrating with this fragmented landscape comes not without its challenges. This panel explores the challenges that the buyside face when integrating with Advanced TV, and touches on the solutions that are helping buyers with the Integrated Campaign Challenge.JiYoung Kim, Chief Products & Services Officer & President of Nexus for GroupM North America, GroupM Mike Fisher, VP, Advanced TV & Audio, Essence Neal Richter, Director, Advertising Science, Amazon Ads Andrew Tint, General Manager Programmatic Partnerships, DISH |
| 5:00-5:15 PM | Demystifying Video Placement Types
IAB Tech Lab recently updated the ad format guidelines with cross screen video in mind. In order to minimize the fragmentation of ad formats being used across different Digital Video and CTV publishers, and create standardization that makes it easier for advertisers to use their digital assets across screens. These changes seem small but have big impacts, join us to learn about the key changes and get expert perspective on how to think about the various video placement types. Chris Kane, Founder & President, Jounce Media |
| 5:15-6:30 PM | Networking Cocktail Reception |
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