Marketers, you’ve taken your eyes off the prize. You’ve been optimizing to improve channel performance instead of focusing on creating relationships with your best prospects and customers for sustainable business growth. And now the ad industry is facing a reckoning: an entire ecosystem with no idea how consumers are affected by modern advertising practices. It turns out their feelings about things like personalization, and the kinds of brands they are ok with using their data for ad targeting are highly variable – but this dimension is all but ignored by brands, agencies, publishers and tech companies.
This webinar will explore what got us here, what consumers really think, and how we can get omnichannel advertising back on track as an engine of long-term business growth.
Joanna O'ConnellVP Principal Analyst, Forrester Research
Joanna O’Connell serves B2C marketing professionals and is an industry expert on programmatic advertising. As vice president, principal analyst leading adtech coverage, O’Connell explores the fast-evolving digital advertising ecosystem with a focus on helping marketers make the right organizational and technology decisions to power customer-obsessed marketing. Specifically, she covers several core components of a modern buy-side tech stack including demand side platforms (DSPs), ad servers, dynamic creative optimization (DCO), and the like, as well as looking at the intersection of service and technology in programmatic media management.
Angela SanfilippoSenior Director of Product Marketing, 7.ai
Angela Sanfilippo is a highly accomplished and strategic marketing executive with a solid track record of defining cross-channel B2C and B2B marketing strategies for brands such as Panera Bread, Yankee Candle, Purell, ConAgra Foods, HP, CA, and Symantec.