2021 will be a year of consolidation and building on last year’s advances in advertising technology. The market has already changed faster than anyone could have predicted, and its high-tech transformation is set to continue at full speed. In 2020 Covid-19 forced a pace of digital change that had been inconceivable in previous years. Consumers under lockdown shifted their media and retail consumption online and brands followed. This heralded a tidal wave of ad tech innovation, which is still going on.
Campaign’s first virtual event of the year is here to provide a road map to making the most of ad tech’s changes – from dynamic optimisation to the death of the cookie. Regional experts will sit on two intense, insight-packed panels and offer their guidance to the industry as we look ahead to one of the most exciting years digital technology will ever have seen.
Heres the complete video of the event:
02:00pm – 02:40pm
Panel 1: Programmatic after cookies
The cookie is dead. Long live … the what? As Google joins other technology game-changers in their move towards a pro-user-privacy and preference model, programmatic advertising continues to evolve to stay relevant in a world that is now increasingly leaning towards first-party data. Campaign’s panel of industry experts look at the latest updates to programmatic advertising and how clients can make the most of them.
Moderator: Robert McGovern, digital strategist, Horizontal Digital,
Therese Lundin, MENA Platform Manager, Google,
Kashmala Kamran, Head of Advertising and Demand Solutions, Huawei Ads,
Romit Gharat, Associate Director of Programmatic, MMP WorldWide.
02:40pm – 03:20pm
Panel 2: Creativity in ad tech
Advertisers are going back to basics – in a high-tech way. As it becomes harder to harvest third-party data, brands that want consumers to share their information must give them something in return: high-quality, relevant content presented within the right context. From augmented reality to dynamic creative optimisation, Campaign’s panel focuses on the nexus of ad tech and creativity to see how data and digital insights will drive the next generation of storytelling.
Moderator: Mona Hassanie, Strategy Director, Wunderman Thompson, Dubai.
Beverley D’Cruz, Chief Brand Officer, Pizza Hut Middle East, Africa, Turkey,
Daniel Young, Yield, Inventory & Programmatic Director, Digital Media Services (DMS),
Ryan Garner, Performance Director, Starcom.