Exploring Verification, Transparency and Auditing
Date: Wednesday, June 10, 2015
Time: 8:00 a.m. – 11:00 a.m.
Place: TIFF Bell Lightbox, Cinema 4, 350 King St. W., Toronto
Complimentary to ACA members / $99 for Non-Members
By now you’re likely well-aware of the problems plaguing the online advertising ecosystem. But have you figured out how to address these issues?
Join us June 10 as marketers on the forefront of digital advertising – from Mondelez and Unilever – share how they’re fighting for a more open and transparent online media trading system.
Andrew Casale, CEO of Index Exchange, will moderate the final instalment of our Executive Forum series on fraud, transparency and accountability in online advertising.
Combating the threats to digital advertising
The industry is facing unprecedented levels of ad fraud, perpetrated by bad actors in the advertising ecosystem and cyber criminals. Canada’s advertisers are exposed to global threats and recent campaign audits reveal staggering results that impact trust in the industry. Sentrant’s Allen Dillon and Ehsan Mokhtari will make the case for why we must collectively combat the threats facing the industry and take a hard line with the criminals –hitting them where it hurts.
The P Word: cutting through the hype & maximizing the OLV programmatic space
Programmatic is the word on the minds of every advertiser and agency personnel. As Canada fast-tracks in the programmatic space, the focus is on the issues of transparency, fraud and accountability. Mondelez and its media agency, MediaVest, have been swiftly rolling out and centralizing all their OLV investment on the TubeMogul platform. Kristi Karens and Terry Chang will discuss their work in the OLV programmatic space. Their approach is agile with test-and-learn built in. The key to success is building in the high human touch required to maximize the OLV space
The Value of Viewability
Do you know if your digital ads are seen? Do you know if they are viewed by humans? Today, we have the accountability and verification in place to know that a print ad is fully printed and that a TV ad is fully trafficked and shown on-air. This creates the opportunity for a person to see your ad. But for digital, this opportunity to be seen is complicated by many historic digital practices. With new technology in place to help us understand digital further, we have seen that 40-60% of digital ads served are never actually seen and even more so may not be seen by humans, given the level of fraud that’s taking place on the internet. Digital is a critical channel to engage and reach consumers, however the current ways of working are broken. This is a call to action for the industry to improve digital accountability, ensure digital ads have the opportunity to be seen by humans and improve the digital safety for our consumers. Join this session with Ricardo Martin to learn about the key topics around digital viewability that every marketer should understand and the implications it should have on your digital media investment approach.
The importance of campaign performance transparency
Fraud, on-target audiences and viewability are all very important subjects that need to be discussed. But one subject that we don’t often talk about is performance campaign transparency.
A simple Excel file with 3 KPIs on it is not enough (nor transparent enough) to evaluate marketing campaigns. With multiple platform uses and data available, marketers should have more visibility into how their dollars are spent and how their agency is working to optimize it.
Khoi Truong will share the steps L’Oréal Canada has taken to ensure it has a clear view of its marketing dollars, and how it established an optimization process with its agency partner.
Panel Discussion: Where do we go from here?
Our group of marketers and industry experts will debate the issues they’re encountering in the digital media space and share what’s working (and what isn’t) as they strive to protect their online investment.
Moderator: Andrew Casale, Index Exchange
Panelist: Brent Bernie, comScore Canada
Panelist: Terry Chang, Starcom MediaVest Group
Panelist: Kristi Karens, Mondelez International
Panelist: Ricardo Martin, Unilever Canada
Panelist: Khoi Truong, L’Oréal Canada
8:00 – 8:30
Registration & Coffee
8:30 – 8:40
ACA Welcome
8:40 – 9:00
Combating the threats to digital advertising
Presenters: Allen Dillon, President and CEO & Ehsan Mokhtari, Co-founder and Chief Technology Officer, Sentrant Security Inc.
9:00 – 9:20
The P word: cutting through the hype & maximizing the OLV programmatic space
Presenters: Kristi Karens, Director of Media & Consumer Engagement; Digital & Agency Partnerships, Mondelez & Terry Chang, SVP Group Director, Activation & Content, Starcom MediaVest Group
9:20 – 9:40
The Value of Viewability
Presenter: Ricardo Martin, VP Marketing, Unilever Canada
9:40 – 10:00
The importance of campaign performance transparency
Presenter: Khoi Truong, Director, Media and Data optimization, L’Oréal Canada
10:00 – 11:00
Panel Discussion: Where do we go from here?
Panelist: Andrew Casale, Index Exchange
Panelist: Brent Bernie, comScore Canada
Panelist: Terry Chang, Starcom MediaVest Group
Panelist: Kristi Karens, Mondelez International
Panelist: Ricardo Martin, Unilever Canada
Panelist: Khoi Truong, L’Oréal Canada
Brent Bernie, President, comScore Canada
Brent Bernie has more than 30 years of information services marketing experience. Currently, he leads a rapidly expanding team of account people who service and support over 200 customers in Canada.
Brent was intimately involved in the development of comScore’s Unified Digital Measurement transition and has consistently worked to ensure Canada is at the forefront of digital measurement enhancements, including the recent launch of Multi-platform digital measurement. He was also an active member of the board of the IAB for seven years and served as Chairman of the organization from January 2004 to June 2006.
Terrence Chang, SVP Group Director, Investments & LiquidThread, Starcom MediaVest
Terry is currently in a dual role at SMG. At LiquidThread, SMG’s content division, he is creating dynamic opportunities for clients, not just through content and value creation, but also management and distribution, agnostic of medium. Additionally, he is managing investment across MediaVest’s portfolio of clients to ensure they are maximizing efficiency and strategic relevancy. Recently, Terry lead the conversion of a linear video team to encompass programmatic. He has been in the business for more than 20 years, working on strategy, research and investment for North American clients across CPG, pharma, telco, automotive and retail categories.
Allen Dillon, President and CEO, Sentrant Security Inc.
Al is well known in the security community in Canada, as both a former military officer of the Canadian Forces and a seasoned hi-tech innovator in industry. He is a fifth-generation decorated soldier in his family, with global experience in modern conflicts. Al was a key contributor to the development of advanced electronic warfare and communications intercept capabilities for use on the battlefield. Al’s contribution to innovation for the defence, security and aerospace industries earned him the 2013 Defence and Security Executive of the Year in Canada. Al has sat on numerous boards and contributed to policy developments in Canada for defence procurement, industrial benefit and information technology.
Kristi Karens, Director of Media, Consumer Engagement and Agency Partnerships, Mondelez International
Kristi has been instrumental in the roll out of global Mondelez partnership deals with Facebook, Google and Twitter across North America, including Mondelez’ first geo-targeting initiative with Twitter and Oreo. These partnerships reflect the company’s goal to grow mobile and digital to more than half of its media budget by 2016. Kristi spent more than 20 years working at several of North America’s leading advertising agencies, including BBDO, JWT, Leo Burnett and Ogilvy. Kristi is also a member of the Global Mondelez Media team under the leadership of Bonin Bough.
Ricardo Martin, Vice-President Brand Building, Unilever Canada
A passionate and eloquent marketer, Ricardo (“Dickie”) Martin has led teams for Unilever across Latin America, Eastern Europe, London and New York. A native of Argentina, he has helped engineer market development models around the globe that paved the way for multiple brands to become category leaders. He has a TRIUM Global Executive MBA and a Bachelor’s degree in Business Administration and Management from UCA – Buenos Aires, Argentina).
Ehsan Mokhtari, Co-founder and Chief Technology Officer, Sentrant Security Inc.
Ehsan leads the engineering team at Sentrant, utilizing in-house developed security intelligence to protect online advertisers and their ad campaigns against fraudsters by detecting, reporting, and mitigating non-human users and fraudulent publishers in real-time. He holds a Master’s degree in Software Engineering and is currently pursuing his final year of a PhD in Network Security with research focused on botnet analysis, detection and mitigation at the University of New Brunswick.
Khoi Truong, Director, Media and Data optimization, L’Oréal Canada
As Head of Analytics at L’Oréal Canada since 2011, Khoi established the digital analytics foundation for more than 12 websites with implementation of Google Analytics Premium, Google Tag manager and standardized dashboards.
Recently appointed as Director, Media and Data optimization, his mission is to leverage the different data points to optimize L’Oréal Canada’s media investment and to deliver a greater consumer experience.
A graduate of Université de Sherbrooke and Concordia University, he also holds a certificate in Web analytics from University of British Columbia and Web Intelligence from University of California.
Moderator: Andrew Casale, President & CEO, Index Exchange
Andrew Casale played a key role in leading the evolution of Casale Media into Index Exchange. His focus on delivering benefits to publishers through mutually-beneficial partnerships with the demand-side of the industry has resulted in extraordinary growth for the company. He is responsible for providing strategic direction and market vision to his leadership team, and also for hands-on supervision of day-to-day strategic corporate endeavours. He is a respected industry thought leader and is widely sought for his expertise and opinions on programmatic and exchange-traded media.
View photos from the event
Find out what participants said about the event
For ACA members only:
View full-length videos of the speaker presentations
Access slide presentations from the event