Let’s Try To See Clearly On Blockchain For Advertising

The release of the Interactive Advertising Bureau’s Blockchain for Video Advertising white paper has the digital ad industry abuzz. The emerging technology, best known for powering cryptocurrencies, is apparently coming to save us! Forget that much of the conversation last year revolved around AI as the solution to our transparency and fraud woes. Now, we see a raft of claims that it’s blockchain, with decentralized power and public ledgers, that will reinvent financial systems and disrupt every industry, including advertising.

Much like the talk of AI, today’s conversation around blockchain includes a good amount of hyperbole. Still, today’s wishful thinking is driving tomorrow’s solutions, so it’s worth toning down the enthusiasm to see where the real potential of blockchain for advertising lies.

A need for speed

The most ambitious vision for blockchain in advertising is that, just like it does for cryptocurrencies, the technology could be used to process digital ad transactions in real time. Unfortunately, the truth is blockchain is simply too slow to work for the real-time aspects of our programmatic trading world.

To say that exchanges move at breakneck speed is an understatement. And speed matters. Every second, demand-side platforms process hundreds of thousands, if not millions, of transactions because ads must be sold and served near-instantaneously. In real-time auctions, responses have to be returned in fewer than 100 milliseconds under IAB guidelines, and most occur in under 75 milliseconds.

Blockchain simply isn’t built for the demands of ad-tech needs when it comes to speed. In fact, Bitcoin, which is the most famous of all blockchain applications, can only process 4 to 7 transactions per second. While its open-source rival, the blockchain-based Ethereum, can do a bit better at 15 transactions per second, and running a blockchain privately could also speed things up, even the engineers behind the technology will admit: “Blockchains don’t scale.”

Having said that, there are multiple approaches being considered to improve speed, such as using proof-of-stake instead of proof-of-work. The Lightning Network is attacking the problem differently by building a highly-scalable payment system built on top of blockchain that supports instant transactions between participating parties. This could be an approach for “micro digital advertising transactions.”

There are still aspects of the technology that do have valuable applications in the programmatic paradigm. One of these is the distributed immutable ledger.

The truth, the whole truth and nothing but the truth

Today, when a campaign wraps up, a platform may claim to have delivered 20,000 impressions while the publisher reports that it was 22,000 and the advertiser says it was only 19,000. In a situation like this, the parties need to come to an agreement before anyone can get paid, and without any universal source of truth, the advertiser is stuck negotiating which of the metrics will be the basis of billing among the partners.

Blockchain would definitely be of help here, as it could be used to reconcile an agreed-upon number of impressions and subsequently process the billing. For this to work, a public ledger would have to be populated with every system’s impression data. The ledger becomes a truthful and accurate record that represents each of their perspectives about which no one can argue.

Since this kind of summation does not require real-time processing, this is an area of digital advertising for which blockchain as we know it today, should work just fine. However, since the current speed of updates only supports aggregated reporting, we still remain a step removed from transparenc—lacking the detailed transaction-by-transaction data from each partner.

Get smart: A glimpse to the future

But this can certainly serve as a stepping stone for what’s next. Blockchain technology is still developing, and the most exciting, transformative potential lays in the next generation, with developments such as Ethereum’s “smart contracts.”

Smart contracts are pieces of code or distributed apps (dapps), written by developers, that set up a binding agreement that is triggered based on some specific external event. For example, the contract may only be activated if a specific expiration date or strike price is hit. And, because there’s the public ledger, it can’t be gamed or changed. Instead, everyone from the partners to market regulators has the ability to scrutinize the transaction. In the future, a smart contract could be updated every day with the latest delivery, impression or click data, and even initiate payment when the campaign concludes.

We also expect to see even more new applications of blockchain as a result of development by companies like IBM, Amino Payments, MetaX or NYIAX, which are all investing heavily in advertising-focused blockchain. So there’s reason to be optimistic. Yet, like the notion of blockchain itself, many of these methods will need to be ruthlessly tested from all corners of the industry to ensure their worthiness as a reliable lens through which programmatic ad processing can be transacted.

By Published in AdAge on .

Podcast: Kerry Bianchi On The Shift From Service To Software

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here.

Our guest this week is Kerry Bianchi, president and CEO of Visto, formerly Collective. Bianchi has overseen a major transition of the company since taking the helm from founder Joe Apprendi one year ago.

That transition includes a sale of the legacy managed services business. In January, Zeta Interactive, a marketing cloud company, acquired that business, unencumbering Visto as it pursues a new market position as a buy-side systems integrator and marketing hub.

When Bianchi was named Collective CEO in February 2017, the managed service business made up about 80% of revenue, but the pendulum was swinging toward the new software-as-a-service (SaaS) Visto product.

That media business, which was profitable at the time of the sale to Zeta, acted “as an incubator” to fund engineering and development for Visto, Bianchi tells AdExchanger.

The Collective managed service group was also Visto’s biggest client, and that relationship remains in place even as the team moves to Zeta. At the same time that Zeta took on the Collective services business, including about 30 employees, the cloud company also led an investment round for Visto and signed a multiyear licensing deal for the SaaS tech.

The terms of the sale and of Zeta’s investment in Visto were not disclosed.

Some in the mar tech and programmatic ecosystem recoil at the word “pivot,” Bianchi said, but that shouldn’t dissuade an executive from making strategic changes if he or she thinks it’s the necessary move.

Visto’s bet is that evolving marketer priorities will necessitate a role for a systems integrator that sits atop a brand’s or agency’s tech stack. There may be fewer DSPs now, but marketers still prefer to work with more than one, and high-growth channels like programmatic TV will sustain that.

After more than a decade where the Collective pitch was built around exclusive inventory deals and the value of its media services, “the sales case is very different,” Bianchi said, as the company now trades on agnosticism.

“The conversation is no longer about what inventory you have or publisher relationships you have,” she said.

Transparency in Advertising: 4 Things to Consider

In this episode, James Carbary is the founder of Sweet Fish Media talks to Kerry Bianchi, President & CEO at Visto about the keys to transparency in the programmatic ecosystem.

James Carbary is the founder the podcast agency for B2B brands. He’s a contributor for the Huffington Post & Business Insider, and he also co-hosts a top-ranked podcast according to Forbes: B2B Growth. When James isn’t interviewing the smartest minds in B2B marketing, he’s drinking Cherry Coke Zero, eating Swedish Fish, and hanging out with the most incredible woman on the planet (who he somehow talked into marrying him).

You can find this interview, and many more, by subscribing to the B2B Growth Show on iTunes. If you don’t use iTunes, you can listen to every episode by clicking here.

Visto Announced As A Winner Of 2017 Drexel LeBow Analytics 50

Visto was awarded as the winner in the category of SaaS/Advertising/Marketing Technology. Drexel LeBow Analytics 50 is a national recognition of industry analytics innovators – an annual initiative honoring 50 companies using analytics to solve business challenges.

The Analytics 50 provides a platform to share best practices in the field and an opportunity for 50 organizations to receive media recognition for their achievements. Honorees are invited to Drexel LeBow’s annual awards ceremony at the university’s Philadelphia campus.

See all Analytics 50 honorees of the 2017 Analytics 50 Awards.

 

Women You Need to Know in Martech

Here’s what Kerry had to say!

What advice would you offer someone getting into marketing in this landscape?

Be flexible and open in your expectations.

Big, small, start-up, mature, centralized or geographically diffused organizations all have something different to offer, and they all can provide valuable experiences. A leaner start-up may provide an organizational structure that’s more flat, which brings the chance to interact more often with senior executives as well as the opportunity to wear different hats.

On the flipside, a larger organization may offer more robust training programs and support tools as well as the ability to take on management roles or have geographic flexibility.

Be educated on the industry.

Understanding the key issues impacting the industry as a whole, the company in question and the vertical space they play in makes you an engaging candidate.

Expressing interest, which could involve reflecting that you’re well-read on the latest martech news, showing you’ve taken classes or that you simply are involved in relevant organizations, demonstrates a level of commitment and indicates you don’t just want a “job,” — You want that specific organization and career path. Hiring managers love seeing candidates whose passion goes beyond just checking basic skillset boxes.

Build a network.

(And I don’t mean sending invites to every third-degree connection on your Linkedin profile.)

I mean taking the time to nurture and cultivate meaningful relationships.

Look for mentors and coaches who will give you objective advice and alternate perspectives, those who can be great sounding boards and advocates throughout your career.

Don’t be afraid to set up informational and informal meet-ups with colleagues in your space, during which you can gain valuable perspectives from different parts of the martech ecosystem.

Then, as your career progresses, be the one who shines the light on your team’s rock stars. Matchmake people within your network who you think would be valuable resources to each other. Provide the same support and opportunities for growth that helped you to grow.

Did you have a mentor? Who was it and how did they help you succeed?

I had the wonderful fortune of having a number of excellent and supportive managers throughout my career who often stretched me to try new things or took a chance on me when I wanted to do more.

I aim to give promising talent the same kind of opportunities for development and growth when I recognize the same passion.

Looking back, there are several key milestones that had similar characteristics:

  • being offered the chance to do something I hadn’t done before and
  • having the trust and support of my manager that I had the aptitude to do it.

These were core themes for me — whether that was being a people manager for the first time, taking on sales responsibilities after being a marketer, running a global team after running a domestic team or taking my first C-level role.

What keeps you motivated in your day-to-day role?

There’s always something new to learn. It’s a very dynamic industry, so there is always a forward-looking aspect to our business that assures you never get complacent.

Having great colleagues who are dynamic, smart and hard-working is inspiring and creates an energy of its own within the organization that’s extremely exciting and motivating.

What 3 things do you wish someone would have told you at the onset of your career?

I have had the good fortune of receiving some great advice throughout my career, so a couple that I seek to live by/share with others are:

“It’s never as good, or as bad, as it seems.”

This was from a very pragmatic manager who I admired for always seeming unruffled in any situation. While it’s great to celebrate, it’s a reminder not to get too cozy or complacent, and when it’s rough, it’s a reminder that there really is a light at the end of the tunnel.

“Kaizen.”

My first job was on a Japanese automotive client, and there I learned the concept of Kaizen, which promotes the notion of continual improvement rather than drastic and sweeping change.

This is something I’ve adopted in my management style. I encourage a mindset of always looking forward,asking, “How can we continually improve what we’re doing?” and remembering that even small steps add up over time.

“In three years will you remember this?”

We can spend a lot of unnecessary time fretting over difficult situations or decisions. This is a reminder that often what seems monumental in the moment is a mere molehill in the rearview mirror. It often diffuses the perceived stress and puts it in proper perspective.

What changes do you hope to see in the martech workplace over the next 3-5 years?

In the next three to five years, I hope to see talk of bringing transparency throughout the ecosystem come to fruition. I also hope to see an increase in competition throughout the industry, which will catalyze innovation.

And on that note, I hope to see the continued evolution of technology as well as increasing automation, which will give the people in martech better tools and insights to manage their marketing dollars more effectively.

What technologies are the most helpful to modern marketers?

As martech trends continue toward data, automation, and transparency, the marketer’s technology tool chest will need to mirror these capabilities.

Systems that allow for better real-time insights about what is working and not working in a campaign, with the ability to take action quickly and nimbly, will be in high demand.

And, as the marketer’s arsenal crowds with these disparate pieces of technology, they will need orchestration and integration tools to help these systems talk to each other and work seamlessly together.

This has been the focus for my company, Visto, in building our enterprise ad hub, which is a completely agnostic SaaS technology focused on helping marketers connect essential pieces of martech to make it easier to plan, execute, analyze, reallocate and optimize their marketing spend for the best result.

What are the most important skills to learn when starting a career in martech?

Data science and analytics are becoming two of the most important disciplines in the marketing and advertising technology ecosystems, and the demand for skilled talent in these areas is going to increase exponentially in the next few years.

Even if you’re not a data scientist, being comfortable and facile with the numbers will be paramount to anyone who is part of martech.

I also expect we’ll see marketers’ continued investment in technology as they select DMPs, workflow tools, multi-touch attribution, BI tools, media mix modeling, etc., which will require everyone up through the C-suite to be digitally and technologically savvy.

Describe the biggest challenge that will need to be overcome in the next 5 years in marketing.

The biggest issues in digital marketing, the ones that absolutely must be resolved in the next five years, are all tied to one central theme: transparency.

While marketers embrace more audience-driven marketing, they fear the lack of visibility and control over brand safety and quality. And, as they are pressed to better quantify a return on their marketing investments, they will seek better tools and analytics to understand how much of their budget is actually going to working media versus lost in the labyrinth of the supply chain “tech tax.”

This current lack of visibility will continue to manifest itself as potential mistrust of those providing services on their behalf, forcing more transparent pricing models as well as easier access to audits and analytics tools that offer the demonstrable truth that timely and smart decisions are being made with their spend.

This value and performance-driven mindset will cause marketers to pull apart every part of the ad-buying process to understand true costs of execution and gain better analysis of attributed performance. Together, these will provide the transparency and trust required to operate confidently in the future data-driven marketing ecosystem.

What can we do to encourage more women to pursue a career in martech?

At different points along a professional path, there are a variety of things we can do to encourage more women to pursue a career in tech. Early on, internship, scholarship and entry-level opportunities that are gender-blind create interesting first steps into what can be a lifetime career.

We should definitely be encouraging women who show an interest in marketing, analytics, math and strategy as well as a general curiosity about human behavior — all passions that are well-parlayed into roles in the martech ecosystem.

Helping women navigate non-traditional paths, moving horizontally or diagonally in an organization to leverage skills from advertising, web, ad operations, product or allowing them to dabble in cross-departmental projects may help identify or spark an interest across the martech stack.

Actively mentoring other women in the organization and/or creating formal and informal networking provides safe pathways for new interests to be explored — and natural role models to emulate.

Other challenges

Many of the core issues facing marketers have remained the same over the past few years: staying on top of industry trends impacting digital advertising, understanding how much of their spend goes to working media vs “tech tax”, gaining control over ad fraud and quality, eliminating operational inefficiencies and understanding and attributing performance in order to drive better ROI.

Outside of the technology and vendor front, there will continue to be a need for well-trained digital people across the ecosystem.

CMOs will need to be digitally and technologically savvy, data scientists will be in demand across marketing and ad tech companies and advertising and technology will continue to converge as marketers knit together their tech stacks: DMPs, workflow tools, multi-touch attribution, BI tools, media mix modeling and more.

Be sure to read 50 Women You Need to Know in Martech – 2018 and sign up to receive the Women in Martech series.

Collective Becomes Visto, Sharpens Programmatic, Data Focus

Data Focus by Laurie Sullivan @lauriesullivan, November 3, 2017

Collective has rebranded and taken the first name of its flagship product called Visto Enterprise Advertising Hub. After 11 years, the new name of Visto and accompanying logo, tagline and brand design reflect the company’s passion for transparency to support brands through programmatic and data.

More than a rebrand, the name reflects on a series of new services in the works. In 2018, Visto will work toward building out the company’s partner network in mobile, display, native, and programmatic TV, with the ability to manage all from one license. The company also will build out its analytics offerings.

The rebrand is more closely related to a maturing tech industry, said Visto CEO Kerry Bianchi. “When we started as Collective it was more mobile, and video and display,” she said.

In Italian, Visto means “to see,” as in seeing with your eyes, Bianchi said. “To see what’s happening underneath the hood, transparency into the decisions being made, transparency into viewabliity and ad fraud, and see everything from one place or dashboard,” she said.

The company now has two business units: Visto Services and Visto Software. The service business unit is responsible for training and onboarding for self-service clients, education and though leadership seminars on topics like programmatic, or facilitating the integration into the brand’s DMP partner or other technology partners.

The software business unit offers workflow and execution, as well as analytics and reporting technology and licenses.

Originally Published in MediaPost – DigitalNews Daily

Collective Rebrands as Visto, Brings Openness to Ecosystem

New York, NY: Advertising technology provider Collective today announced its new branding as Visto, a move that follows the successful launch of the company’s flagship Visto™ Enterprise Advertising Hub earlier this year. The new Visto name, accompanying logo, tagline and brand design reflect the company’s technology-driven DNA and a mission that puts transparency at its heart. The new name highlights the company’s focus on developing software and services that bring greater transparency and control to the programmatic ecosystem

Visto’s purpose is to provide enterprises with agnostic solutions and services to connect their programmatic stack, bringing openness and interoperability to the digital media ecosystem and control and visibility into the best path to performance. The Visto Hub provides flexibility and scale while reducing operational inefficiency and bringing much-needed clarity to mitigate unnecessary tech taxes while increasing working media.
Visto’s tagline, “At the Center of Programmatic Media, “reflects the company’s deep understanding of the crowded crossroads of ad stack vendors and its positioning as a forerunner that is bringing better programmatic visibility to media companies, brands and agencies. Offering either software, services or a combination of the two, Visto provides varying levels of support depending on the enterprise need.

Visto addresses the ad industry’s operational inefficiencies and lack of transparency, the cause of billions of dollars in wasted media spend each year, by uniting the entire advertising supply chain into a single, vendor-neutral and user-friendly interface from which an enterprise can buy, manage and analyze all their campaigns. Visto’s approach enables media companies, brands and agencies to mix, match, test and compare programmatic vendors and metrics. Whether self or managed service, Visto provides comprehensive, all-in-one reporting and visibility into where ad spend is going, brand safety and ad fraud metrics, as well as what campaign components are performing, empowering enterprises to optimize in real time based on those insights.

“We are excited to officially launch Visto, a company with technology-driven DNA a new core product and a mission that puts transparency at its heart,” said Visto CEO Kerry Bianchi. “Visto is dedicated to bringing visibility into digital advertising, satisfying the growing demands of vendors, agencies, media companies and brands alike. We’re excited to be at the forefront of this new era of clarity and control in advertising.”

View original content at Martech Advisor here.

Programmatic TechBytes with Kerry Bianchi, CEO at Collective

Last month, Collective announced the completion of more than 30+ integrations for its Visto™ Enterprise Advertising Hub. The latest integrations enable buying and management of digital ads across the entire digital media ecosystem through a single user interface, bringing greater clarity, control, and improved campaign performance. Kerry Bianchi, CEO of Collective, spoke to our Tech Bytes Series about Visto’s new integrations that offer a premier full-stack advertising and programmatic solution for brands, agencies and media companies.

MTS: How does Visto offer multi-platform marketers and advertisers more transparency and control over their media campaigns?

Kerry Bianchi: Digital advertising has evolved so quickly – and from so many different directions – that the technology stack is so complex, it’s no wonder we have problems with ad fraud along with viewability. The struggle is that there are too many disparate technologies all working in silos that limit the availability of data while also wasting too much ad spend. This is what Visto is eliminating.

We spent two years developing our technology to unify all the pieces of the ad tech stack into one dashboard, from which brands can view and manage all of their execution, data and measurement partners. It’s a clearer line of sight from which decisions can be made based on apples-to-apples comparisons from a single place.

Ultimately, Visto lets advertisers understand where their budget is going and what’s working so they can drive the best performance from their ad spend.

MTS: Please help us understand how programmatic can be scaled for accurate campaign measurement and audience targeting?

Kerry Bianchi: It comes down to having a unified view and established standards.

When everything is in silos, you can’t see all of your measurements, ad fraud protection, execution partners and data at the same time, plus you don’t know whether all of those vendors and technologies use the same standards. That’s why, earlier this year, brands called for measurement partners to be MRC (Media Ratings Council) accredited, and that all execution partners adopt IAB standards for viewability.

If you’re doing that, you can be confident that you’re hitting the right audience and that they’re seeing your ads.

MTS: How are you preparing against the growing concerns related to Ad Fraud?

Kerry Bianchi: At Collective, we believe the true root of so many ad industry problems like ad fraud are a result of the murky supply chain. With a clearer line of sight comes a greater understanding of just how wisely (or unwisely) their ad dollars are being spent.

P&G Chief Brand Officer Mark Pritchard famously demanded the industry, ‘Clean up the media supply chain’ at this year’s Interactive Advertising Bureau (IAB) Leadership Summit. That’s exactly what we’re doing with Visto.

Our unified interface and analytics finally let advertisers understand exactly where their budget is going and what’s working. No longer can vendors ‘grade their own homework,’ so to speak. We’re plugging the holes that would otherwise let fraudsters sneak in, and we’re opening doors to analytics that support optimized, not wasted, ad spend.

MTS: What would be your advice to CMOs who are yet to invest in programmatic technology/capabilities?

Kerry Bianchi: We as an industry need to step up to ensure the ongoing survival of a diverse targeting and data ecosystem, one that allows ad buyers and publishers to connect and integrate far and wide while using their data in the ways that best serve the consumer. I recommend looking at multiple vendors that can work together. We advocate for a wider range of integrations, but with strong connective tissue between them. This way, CMOs can access the unique features and benefits of their selected partners while also enjoying transparency and the ability to find the combination that works best.

MTS: Finally, how do you see programmatic advertising marketplace evolving in next 12 months? Would AI play a big role in making programmatic advertising more effective and accurate?

Kerry Bianchi: AI is controlled by data, but it also helps us understand data, if we have everything into one place, that is. IT so simple yet is really very complex. As our AI-based systems advance to handle the volume of data that’s now being collected across screen and devices, we’ve begun to lay the foundation for programmatic’s expansion to channels like TV and radio. In the next 12 months, I expect programmatic TV will be the hottest thing around, since those are the big ad dollars so many players in the ecosystem are chasing.

MTS: Thank you, Kerry for answering all the questions. We look forward to having you very soon at MarTech Series for more insights.

Stay tuned for more on business insights on marketing automation, content marketing, video ad tech, programmatic and header-bidding technologies. To participate in our Tech Bytes program, email us at news@martechseries.com

Originally Published in MarTechSeries

Visto™ Enterprise Advertising Hub’s Integrations Bring Clarity to Programmatic Media

Collective, a provider of programmatic advertising solutions, announced the completion of more than 30+ integrations for its Visto™ Enterprise Advertising Hub that enables buying and management across the entire digital media ecosystem through a single user interface. The latest unification brings greater clarity, control, and improved campaign performance.

Patrick McCarthy, Senior Vice President of Marketplace Partnerships for AppNexus, said, “We’re proud to be a part of the solution to problems of vendor fatigue and lack of visibility suffered by brands and agencies. Additionally, the partnership is a win for us, as it enables us to add value for our existing customers while also introducing our tools to a new audience.”

Uniting all layers of the technology stack, including DSPs, exchanges, SSPs, ad servers, data providers, DMPs and more, Visto is an answer to the ANA’s recent report condemning the lack of transparency in programmatic media-buying. The platform connects previously siloed execution partners with a vendor-agnostic technology that provides visibility throughout the ad tech stack. This empowers enterprises to optimize their advertising by identifying the most efficient and effective path to deliver each impression.

Kerry Bianchi, CEO of Collective, said, “We are incredibly excited to bring to market the most comprehensive platform that truly gives advertisers an easy and transparent way to gain control of their programmatic media supply chain. We’re excited to increase the number of valued partners integrated into Visto and showcasing them to top brands and agencies.”

Full Visto integration includes read/write access to the platform’s API, allowing users to access all of a vendor’s capabilities and offerings directly from Visto. This access significantly streamlines workflows, enabling users to syndicate audiences from their DMP, push creative, process data as well as collect, analyze, and report at the impression-level from all integrated vendors through a single user interface.

Visto’s self-service reporting was launched in 2015, followed by self-service campaign execution in 2016. Since then, Visto has rapidly evolved into a premier full stack advertising solution for brands, agencies and media companies. The growing number of integrated partners reinforces Collective’s mission to build programmatic media solutions that empower clients with the control and clarity they need to drive efficiency while increasing transparency and better performance across their ad operations.

Ari Paparo, CEO of Beeswax, said, “As one of the first integration partners of Visto, we’ve been thrilled with the uptake of this platform. Beeswax is committed to the transparent execution of media across channels, and Visto is an excellent mechanism to bring our technology to sophisticated buyers.”

Andy Monfried, Founder & CEO of Lotame, said, “At Lotame, we are proud to be completely media and vendor agnostic. This partnership with Collective and integration into Visto aligns with our core values and what we offer clients. We are dedicated to bringing transparent solutions to marketers, agencies, and publishers, and this partnership aligns with that. I am happy to see the ecosystem, as a whole, shifting away from siloed solutions.”

Joshua Abram, co-chairman of Dstillery, said, “We’re very excited about this new partnership and completely aligned with Collective’s efforts to unify and simplify a very complex technology stack. Offering one unified experience for brands and agencies provides Dstillery with a powerful way to offer its unique audience targeting and cross-platform programmatic technologies.”

In addition to Visto, Collective also offers audience targeting and campaign analytics platform – CompassTM. Compass by Collective, together with Visto, offer dedicated media solutions to marketers, enabling users to find customers across the multi-screen landscape.

RampUp 2017: A Decade of Programmatic and What It Means for Ad Buying

Hard to believe it’s only been 10 years since Marketers have turned to programmatic to make big plays across branding, performance and awareness. Let’s hear from some of the people that helped create it, disrupt it, and are reaping the benefits of it, as they discuss what’s new, what’s old and what’s next. Speakers: John Deighton (Professor, Harvard Business School), Konrad Feldman (CEO & Co-founder, Quantcast), Joe Apprendi (Founder & Executive Chairman, Collective), Dan Callahan (VP, Programmatic Sales, Fox Networks Group), Mike Finnegan (VP, Programmatic & Audience, Live Nation Entertainment).

Did you miss the chance to discuss the challenges and solutions facing the MarTech industry today? Or would you like to re-live your RampUp experience? Check out these videos to view all of the sessions from RampUp’s main day conference! In case you missed it, 2017 Highlights are now live on the RampUp site.