Upcoming @ IAB: ALM 2020

February 14, 2020 CONNECT WITH US: SPOTLIGHT Project Rearc: An Industry Collaboration to Rearchitect Digital Marketing Speaking to 1,200+ senior digital media and technology industry executives at ALM, IAB CEO Randall Rothenberg asked industry leaders from the brand, agency, publisher, platform, and technology industries to change the arc of digital marketing “to at last put consumers in the safe, sane, exciting center of everything we do.” [Project Rearc]( brings together IAB, IAB Tech Lab, governmental, and other industry/consumer organizations to create standards of behavior, codes of conduct, legal agreements, and enabling technologies to address consumer demands for personalization and privacy. A big part of this is agreeing, as an industry, on how we operate without third-party cookies – and [billions of dollars are at stake](. Top executives and organizations have joined the call for collaboration and here's how we believe some preliminary proposed solutions could work. [Read More]( [Read the Blog]( Beyond GDPR and CCPA: The Future of Data Policy and Regulation Track Sponsors: A new and thorny era of advertising is upon us. Now that the California Consumer Privacy Act (CCPA) is in effect publishers, advertisers, and their ad tech partners are moving beyond initial compliance efforts, and wrestling with the harder questions around implementation. But CCPA was the tip of the legislative iceberg. At ALM this year, industry experts shared their prospects for the potential onslaught of state and federal data privacy legislation in 2020 and the steps they are taking to ensure their businesses remain one step ahead of the competition in this volatile legal landscape. It's crucial that the industry quickly figure out how to comply with the CCPA's ambiguous language, agree on the consumer protection principles that should be addressed through the rearchitected digital advertising supply chain, and use these principles to evaluate technical solutions going forward to mitigate the anticipated $40 billion impact from the deprecation of the third-party cookie. [Read More]( Video Spotlight The Great Collab: Harmonizing Privacy, Personalization, and Community Randall Rothenberg, CEO of IAB discusses how IAB and IAB Tech Lab are introducing Project Rearc, an initiative to get stakeholders across the digital advertising and media supply chain working together to make the internet a better place for consumers – marrying the value of privacy, personalization, and community. Learn more [here](. The Socioeconomic Impact of Internet Tracking At a stand-out session during the Policy & Privacy track at IAB’s ALM, Harvard Business School Professor John Deighton and Michael Hahn, Senior Vice President and General Counsel, IAB, held a thought-provoking discussion about the impact of browser blocking across the digital advertising industry. They announced a new study about the [Socioeconomic Impact of Internet Tracking](, that measures the consequences for the consumer web experience, digital publishing, advertising, and the U.S. economy at large. [Download the Full Report]( Beyond Programmatic: The Future of Data & Automation Track Sponsor: Consumer trust, privacy, data integration, staffing, and brand safety led the data conversation at ALM, and media industry leaders can look at the loss of the third-party cookie as an opportunity to develop a value exchange with consumers. Brands need to have a conversation with consumers about how their data is used – and they need to build a data-centric structure that uses data as real-time input into the creative process. This doesn't replace skilled, human intuition, but improves business decision making. A point of consensus: agencies, brands, publishers, and ad tech partners all share in the stewardship of advertiser-sanctioned digital ad placements and without set standards, brands risk the unintended consequences of violating brand values and jeopardizing long-term consumer trust. IAB 250 Direct Brands to Watch The 2020 IAB 250 Direct Brands to Watch were revealed this week during IAB ALM! Check out the companies who are disrupting their categories and shaping the future of business. [View the Full List]( UPCOMING IAB EVENTS The Evolving World of Digital Video Advertising March 25, 2020| Los Angeles, CA [More Info]( NewFronts 2020 April 27 - May 6, 2020 [More Info]( madconNYC: Where digital + marketing meet May 12-13, 2020 [More Info]( 2020 IAB Tech Lab Summit September 16, 2020 [More Info]( 2020 IAB Direct Brand Summit November 9-10, 2020 [More Info]( Beyond OTT: Video & The Streaming Revolution Track Sponsor: In 2019, the industry heard a new term, “streaming wars”. With 235 streaming services available to date and 532 scripted original shows in 2019 (not counting all the TV shows that have already been created), it is apparent there will be winners and losers in this ongoing battle for consumer attention. While all this choice creates value for consumers, it also creates challenges as consumers are reaching the point of frustration in maintaining multiple video services, searching to find the content they want to watch, and paying an increasing number of services that combat the prices of traditional cable. Marketers and publishers need to understand what a consumer’s tolerance is in terms of the number of streaming services they use, the price they are comfortable paying, and what the main drivers will be to not only gain viewers but maintain them. Where will advertising fit in this new ecosystem? And what should advertising look like in streaming? Solving for True Cross-Platform Measurement Sponsored by: As the number of media platforms has exploded, being able to accurately measure whether an event happened, who was in front of the screen when it happened, and what was the value of that impression has become increasingly difficult. The industry needs to work with marketers to understand what metrics they are looking for, and how to balance the foundational metrics that are needed with the business outcomes. [Read More]( The Tradeoffs Between Fragmentation and Scale in OTT Sponsored by: The over-the-top (OTT) streaming video space is interconnected but not interdependent. How can we make it easier to buy and transact with? As marketers enter the OTT space, it’s important to understand what their goals are and whether the teams are coming from a traditional linear or digital background since that will shape the language they speak, the metrics they ask for, and more. Meanwhile, extreme fragmentation makes it very challenging for marketers to execute their OTT buys. It's time for every company to look at how they can break down organizational silos between traditional linear television, digital video, and OTT streaming. [Read More]( Learning & Development Privacy Essentials February 27, 2020 | NYC [More Info]( Digital Fundamentals March 17, 2020 | NYC [More Info]( Audio 360 April 8, 2020 | NYC [More Info]( Privacy Essentials May 14, 2020 | NYC [More Info]( Marketing in a 5G World: Infinite Connectivity, Infinite Innovation Track Sponsor: Here's how Bret Leece, Chief Data and Innovation Officer, Havas, put it succinctly at ALM: “Advertising has to be relevant, but first it has to be interesting.” This tension between personalization, consumer privacy, and consumer experience is one of the greatest challenges facing the industry today and will only increase as we move beyond mobile into a 5G world. To bridge this gap, a new paradigm of innovation and collaboration among smart technology companies, marketers, and media companies will rule the day. Understanding the different consumer behaviors and mindsets along the journey will require new sets of questions, creating new and better types of consumer experiences, and focusing on deepening brand and consumer relationships with a new emphasis on moments. Consumer Experience Demos At ALM 2020, the Consumer Experience Innovator Demos were debuted to provide attendees with immersive interactions with emerging consumer technologies. AR and VR are among the technologies that stand to benefit from 5G and offer new opportunities for brands and advertisers to reach consumers with future-forward strategies. Demos included: Facebook: Oculus Rift, Glow: NY-centric AR, Jam3: AR shopping, Unity: AR & playable experience for brands, and WSJ: VR Markets Tool IAB Members: Committee and Council Meetings IAB Tech Lab Q1 Council Meetings March 5, 2020 | NYC [More Info]( Tech Lab Tracks: Privacy & Brand Safety in a Post-Cookie World Presented by: As we move into a world that deprecates third-party cookies, our industry needs to explore browser proposals that address advertising use cases in a privacy-first environment without cookies. At ALM this year, the Tech Lab covered details of the methods and browser APIs proposed by different browsers to replace identifier-based tracking methods. The Tech Lab also provided a technical overview of standards and tools that give everyone in the supply chain more insight to inform decisions and actions. Finally we convened technically-oriented leaders to discuss proposed solutions including the third-party cookie replacement as part of [Project Rearc](. [Read More]( Supply Chain Transparency: Standards & Tools for Brand Safety, Anti-fraud and Data Decisions Transparency is at the core of a number of our industry’s biggest challenges, including brand safety, fraud, audience data quality, and supply path optimization. At ALM, the Tech Lab provided a technical overview of the tools in Tech Lab’s portfolio aimed at facilitating supply chain transparency and addressing challenges like fraud, brand safety, and data quality. Per Bjork, Senior Product Manager at Google, outlined anti-fraud specifications, including ads.cert, [sellers.json]( and the OpenRTB SupplyChain object, and [ads/app-ads.txt](; Kevin Flood, the CEO of native DSP Powerlinks, described the role of the Tech Lab’s standardized taxonomies in enabling brand safety controls; and Dave Smith, SVP of Monetization & Yield at Pandora, outlined how the Tech Lab’s data transparency standard provides invaluable meta-data to inform whether an audience segment is accurate. [Read More]( Beyond Cookies: The Privacy Sandbox Our industry can no longer depend on any of the core device identifiers that serve as the foundation for the systems and use cases that power digital advertising. We must collaborate around new standards, guidelines, and best practices to move our industry forward responsibly in this privacy-centric world. Chrome Privacy Sandbox in particular is a platform for experiments, enabling audience-based advertising within the browser in a manner that is “private-by-design.” The implications for publishers, brands, and platforms are large and broad-reaching and highlight the need for the industry to come together quickly in initiatives like [Project Rearc](. [Read More]( More From IAB IAB Members [More Info]( Job Openings [More Info]( Publisher Content Studio [More Info]( Sponsorship Opportunities [More Info]( Manage your email preferences or unsubscribe [here]( . 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