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Contextual advertising has been around since the early days of the Internet but declined in popularity as marketers turned to audience-based advertising. Today, thanks to increasing regulation on data privacy, Apple's cookie blocking, & brand safety concerns, contextual targeting is experiencing a rebirth.
Contextual targeting is an efficient technique to ensure the ad will be relevant to the audience, by focusing on the site's content rather than on user's behavior. Its future is promising, with new technologies improving its capabilities & more advertisers embracing it as a strategy.
Our panel of industry experts will share insights on:
Main reasons for contextual targeting growth
How GDPR has played a role in the rebirth of contextual targeting
Advantages in comparison to audience-based targeting
New contextual advertising technologies we should watch for
Appetizers & drinks will be provided!
Speakers:
- Coleen Kuehn, Chief Media Officer at Merkle
In Coleen's role as chief media officer, she is responsible for the leadership of Merkle's media portfolio across search, display, social, & performance media as well as overseeing communications strategy capabilities.
Coleen is a seasoned executive with 20 years of experience in marketing, strategic planning, digital media, & technology.As an innovative & results-driven leader, Kuehn was named one of Advertising Age's esteemed Women to Watch.She began her career in marketing & product development roles for American Express & The Coca-Cola Company after receiving an MBA from University of Michigan's Ross School of Business.
Prior to joining Merkle, Coleen served as president at Mediavest, a global agency, where she was responsible for strategic oversight, integrated solutions, & client adoption of new technologies. She began as President of Strategy & Planning & was responsible for developing the agency's communications planning methodology as well as its proprietary tools. Given her strong client relationships & leadership skills, she went on to assume the role of President, Client Leadership at Mediavest.Coleen was also a member of Mediavest's Executive Leadership team of eight that determined the vision & overall direction for the agency.
Prior to joining Mediavest, Coleen was Chief Strategist at Havas|MPG & President of Digital & Emerging media at MediaCom.
- Andrew Smith, Head of Publisher Strategy at Oracle Data Cloud
Andrew is Oracle Data Cloud's Head of Publisher Strategy, focusing on bringing to market solutions across the Oracle product suite that address today's publisher needs.
Previously, he was Grapeshot's SVP of Product Strategy, exploring new opportunities around video & data products that leverage machine learning, & SVP Advertising Solutions at VICE Media, overseeing the global commercial product & operations teams.
With over 20 years of experience in digital media, Andrew's areas of expertise include audience data, advertising & revenue operations, programmatic technologies, interactive advertising design, & the productization of innovative digital media technologies.
- Yesh Srinivasan, Director of Data Science at Dailymotion
Yesh Srinivasan is the Director of Data Science at Dailymotion, where he heads the team responsible for building machine learning & optimization models for revenue & yield management, content moderation, brand safety, & fraud prevention.
As a seasoned machine learning researcher & practitioner with over 15 years of experience, Yesh & his teams have built machine learning, computer vision & optimization models spanning a wide variety of applications including medical imaging, nano-precision machines, video analysis, & digital advertising.
He holds a Ph.D. in Electrical & Computer Engineering, & has >20 journal publications, conferences papers, book chapters & patents to his credit.
- Richard Raddon, Co-Founder & Co-CEO at ZEFR
ZEFR is the technology company that delivers video-level, content targeting opportunities for brands in social video. As a technology partner for nearly every major Hollywood movie studio, music label, & agency holding company, ZEFR manages over 275 million videos online, & activates scaled contextual video campaigns on behalf of its brand partners.
Prior to ZEFR, Rich co-Founded MOVIECLIPS, which became the largest video network about movies. MOVIECLIPS sold to Comcast (Fandango) in April of 2014. Rich also served as the Director of the Los Angeles Film Festival & as a media Producer. Rich began his career as an assistant to the late writer/director/producer John Hughes in Chicago.
Rich is a graduate of Brigham Young University.
- Moderator: James Hercher, Sr. Reporter at AdExchanger
James is reporter at AdExchanger, where he covers the ad tech & ecommerce landscape.
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