The IAB Marketplace Conference 2012

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Parent Category: Expos and Conventions

Category: Previews

Published on Wednesday, 20 June 2012 12:35

Written by John Matthews

In the past few years, the online advertising world has become resplendent with a whole raft of new three-letter acronyms ATD, DSP, SSP, DMP -- the list goes on. Welcome to the world of advertising technology.

These TLDs are often dropped into conversations at conference and over cocktails with little understanding of what they really mean or with a particularly biased point of view.

It is therefore useful to attend an event that focuses on this market and at the same time gets behind and beyond the acronyms. 

The annual IAB Marketplace Conference is such an event -- put on by the prestigious Internet Advertising Bureau. Scheduled for Thursday, June 21st, 2012, at the Crowne Plaza Hotel in Times Square, New York, it is the ideal opportunity to catch up on the critical issues and innovations in the online advertising and advertising technology marketplace. This is an opportunity for those new to the field as well seasoned professionals to hear from practitioners and though leaders.

This conference has been tracking the development of advertising technology or adtech from its early beginnings in ad networks to the arrival of ad exchanges and now, the emergence of exchange based ad trading and a multiplicity of technologies and providers coalescing around exchange-based ad trading. Exchange-based trading and auction-based business models -- whether it be for advertising, stocks, commodities etc. -- create whole new ways of thinking about buying and selling assets.

This is happening in the online advertising marketplace and is starting to bleed over into traditional advertising media markets as opportunities emerge for the integration of traditional and digital media in ad campaigns.

The past year has seen the rapid growth of platform-based or API-based media buying and as an increasingly significant part of that Real Time Bidding (RTB) of on-demand media buying has been growing at a lightening pace.

This combined with the emergence of mobile as a significant advertising asset and social media also as a key advertising asset particularly for brand marketers means that 2012 is shaping up to be a pivotal year for advertising technology.

More than this the convergence of new advertising asset classes and the rise of platform based and on demand media buying is showing the way to radically different value creation systems and business models for market participants.

At the same time there are storm clouds brewing particularly around issues such as online privacy and data protection legislation, do not track, integrated on demand media buying, the continued inability to gain traction with brand marketers, and the emerging prospect of one or two or three dominant exchanges.

There is also increasing concern over the role investors have played in creating a highly fragmented industry ecosystem awash with investment money. Have we fallen too much in love with acronyms and algorithms and neglected the human side of online advertising?

The emerging data marketplace allowing aggregation of data anchored on some unique even though anonymous identifier is making possible much better on demand precision media buying whereby advertiser trading desks and agency trading desks, and trade execution platforms such as demand side platforms and ad networks can better target and cherry pick ad impressions according to campaigns needs and the stage they are at in the campaign funnel.

The IAB Marketplace conference consists of panels, case study presentations, a live report and discussion led by respected industry thought leaders such as:

• Doug Weaver
• Hill Holiday's Adam Cahill
• HomeAway's Steven Goldberg
• W3C Tracking Protection Working Group
• Bon Arnold of Kellogg
• Chip Scovic of Google

There will also be discussions on emerging programmatic buying media types such as mobile and video, and a discussion around the current state of digital attribution presented by the consultancy Forrester's Ari Ousr.

The day-long event concludes with a Town Hall debate pulling together discussions throughout the day to debate industry challenges and exchange new ideas. The Town Hall Debate will then be followed by a networking reception sponsored by MediaMath.

Registration for IAB Marketplace starts at 8 am and the conference concludes at 6.45pm.

For more info on the IAB in general go to: http://www.iab.net/

And for the conference itself check out: http://www.iab.net/events_training/2012/advertisingtechnology/overview

The IAB Marketplace Conference
June 21st, 2012

The Crowne Plaza Times Square
New York

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