IAB Annual Leadership Meeting: Day Three Highlights
“Our half day today will be as rich and as stimulating as the full day yesterday—but that’s what you come here for,” said Randall Rothenberg, President and Chief Executive Officer, IAB, as he energized the audience for the chock-full, final morning of the IAB Annual Leadership Meeting on Tuesday. His first order of business: to invite volunteers onto the stage to report back the insights gained from Monday’s first-ever Cocktails & Conversations sessions — four town hall meetings where marketplace leaders and event attendees addressed major developments in the industry and how these issues were changing the landscape. The topics at hand were programmatic buying, mobile monetization, the viewability revolution, and scaling native advertising. One common theme from the session was the need for standardized vocabularies to improve workflow and gain efficiency.
Next, Susan Wojcicki, Senior Vice President, Advertising, Google, applauded online advertising for being the most exciting and important part of the Internet, but she also stressed the need for improvement. Digital advertising of the future should provide: choice for consumers; control for users; charm of interactivity and beauty; connection with on-the-go consumers, and calibration of measurement. These concepts, she said, can make the next 10 years of advertising as exciting, if not more exciting, that the last 10 years.
“Data can make you rich,” said Scott Howe, President and Chief Executive Officer, Acxiom. By seeking partners with breadth and scale to help enhance single-variant data, publishers and marketers can make data more powerful and lucrative. However, online data is only a small piece of the larger picture. The industry needs to be talking about people, in a more holistic way. Multi-variant data can be a step in the direction of a more complete picture of the world they live in.
Henrique de Castro, Chief Operating Officer, Yahoo!, and IAB Board of Directors member, spoke publicly for the second time since taking on his new role at Yahoo! He described a world of Web 3.0—a personalized web, ordered up for each individual users—where big data and delivery come together to provide the right articles and information for each person. The resulting experience is not a content experience or an ad experience but a total, personalized media experience.
Closing the 2013 meeting, the traditional “Great Debate” lived up to its expectation for generating intense conversation and debate. Kate Kaye, Journalist, Advertising Age, moderated a discussion between Tom Chavez, Co-Founder and Chief Executive Officer, Krux; Pam Dixon, Executive Director, World Privacy Forum; Marc Groman, Executive Director and General Counsel, Network Advertising Initiative (NAI); John Simpson, Consumer Advocate, Consumer Watchdog; and Mark Zagorski, Chief Executive Officer, eXelate, about whether consumer data is too sensitive to be in the hands of marketers, agencies, and media companies. All acknowledged that steps have been taken to protect consumer privacy, but didn’t agree that those steps were enough, or even that the steps that have been taken should become standards. Conversation touched on the AdChoices icon and Facebook’s non-standardized use of the icon, Do Not Track efforts, self-regulation, the combination of online and offline data, and more. Everyone agreed is that truly sensitive user data needs to be protected.
Rothenberg closed the 2013 IAB Annual Leadership Meeting with one final announcement: “See you next year in Palm Springs!” Make your reservations early for the event: February 9 — 11, 2014, at the JW Marriott Desert Springs Resort & Spa. The IAB Annual Leadership Meeting always sells out.
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