With the increase of content on platforms far beyond linear TV, today’s advertisers are demanding third party measurement that’s consistently reliable and accepted. Conflicting opinions around standards for clicks, impressions, viewability and more across devices have made for a loud marketplace that many feel isn’t solving the problem quickly enough. What is a cross-platform standard? From media mix modeling and the standards that Google and YouTube believe in, to Facebook’s partnerships and what they signal and Twitter’s ability to compare attention metrics on other platforms and OTT vs. linear TV, we will tell you what matters as and what just… doesn’t.

Consumer attention to video advertising has emerged as the hot new metric – an ad can reach millions of people, yet impact relatively few. But how can something as innately ephemeral as attention best be measured? Can you really compare a two-second view on YouTube with a100% complete co-viewing experience on an OTT network? Of course, you can’t. So what are best practices for marrying attribution with attention, as well as transacting against it? Our panel of experts will explain how time-based metrics are best compared and leveraged to determine not just who’s watching advertising, but how, so networks can pair brands with programming that will drive results, and advertisers can better evaluate campaigns’ performance, whether third party verified or internally analyzed. You’ll learn:

• The oncoming replacement of CPM’s with cost per second and cost per hour advertising
• The pitfalls of automation in narrowing transparency between brand and network
• Viewable engagement vs. dwell time

Measurement and data are transforming both agency and client approaches. This candid conversation will feature agencies and brands talking about what they want and need around consistent, transparent measurement, the benefits and risks of programmatic, as well as which campaigns serve as valuable models of this change—and what we can learn from them—as we head into the Q3 of 2018.

By 2021, 78% of all mobile traffic will be video, according to Cisco. And while short form programming currently dominates the mobile viewing experience, long form will eventually have its place in the mobile experience as well. Although the notion of a “mobile first” strategy is one that every media company now has to think about, leveraging mobile’s true worth and ensuring that ad spend converts into measureable views are the two top tests to pass. We will focus in on how experts are getting the most value from smartphones, using their unique characteristics as well as the rich data they generate. And we will reveal the ways in which shrewd brand marketers are working with DSP’s to make sure that mobile ad measurement and verification are appropriately prioritized.

According to Exchangewire, 93% of marketing heads have changed their strategy based on brand safety concerns. Indeed, it’s one of the most critical issues for the media community to grapple with, from both a buyer and seller point of view. Combining the recent implementation of GDPR with brands calling for full transparency regarding the context their ads are appearing in, the handling of consumer data in a digital environment is a crucial conversation. We’ll look at how the most forward-thinking advertisers are constructing their own safety profiles to defend themselves and protect their data while simultaneously scaling their campaigns—and how smart digital publishers are in protecting their clients.

The fact that last-click attribution is inaccurate is no longer in question, but what should replace it is far from clear. More sophisticated solutions, like Google Attribution, look at and weigh other touchpoints on a consumer’s path to purchase, but this is not a one-size-fits-all conundrum. How far are we from accurately tying media performance through to conversion, and discovering potentially undervalued, game-changing marketing channels? What are the metrics that will allow you to shift your budget to optimize marketing across channels? We’ll dig into one of the industry’s hottest topics.

The importance of capturing consumer data and understanding how to use it is the new cornerstone of success in the media world. With more ad spend moving to digital, marketers need to be able to quantify how effective their ad campaigns are as well as a way to validate results. But does all this data really help a marketer to market better? Is “age and gender” still the best way to segment audience, as some believe? And how do social media and Out-of-Home come into play? We’ll analyze the latest solutions—some of which are being offered by the networks themselves—with actionable takeaways and an analysis of what’s working, and what isn’t.

Consumers move seamlessly across the spectrum of media — while most advertisers, agencies, broadcasters, publishers and researchers struggle to connect analog and digital media into a cohesive whole. In this “call to arms” discussion, Jack Smith of GroupM will show how the different languages and cultures of the linear and digital worlds have kept us apart. A product expert who has lived and prospered in both worlds, Jack will lead a group discussion to close the conference on concrete ways we can raise awareness, promote tolerance and close the gaps.