Digiday Media Buying Summit October 2023 Recap
This year’s October Digiday Media Buying Summit was held October 3-5 in Naples, Florida at the Ritz Carlton. AdDaptive was proud to sponsor a third Digiday conference thus far in 2023, following the March Media Buying Summit and May’s Programmatic Marketing Summit.
Leaders from top tier agencies all around the country met to discuss the latest trends, news, developments, and opportunities in the ad tech industry. AdDaptive’s Sales Directors and Sales Managers were delighted to have the opportunity once again to connect with clients, prospects, and industry experts face-to-face. Topics of conversation and presentations ranged from omnichannel approaches, to the impending removal of cookies, to data transparency, and even AI. Here are some key takeaways.
Accurate Attribution and Measurement
Vendors and agencies alike have a constant focus on accurate ad measurement and proper attribution. With the impending changes coming from Google in the form of Sandbox initiatives and the accompanying removal of third-party cookies, alternative forms of measurement have been quickly gaining attention and popularity. This diversity of measurement tools and techniques also aids accurate tracking between various media types, especially newer formats like CTV.
Data Transparency
Another hot topic from various panels, presentations, and general conversations at the conference was data transparency. Transparency matters at two stages of the ad buying process – transparency between agencies and brands, and transparency between vendors and agencies.
Open sharing of data and insights builds trust and encourages future business with the ad tech partner or brand in question.
Brand In-Housing Still Provides Opportunity for Agencies
Transparency is also key when it comes to working with brand in-housing teams. A recent increase in in-housing initiatives is not necessarily a negative sign for agencies. Many newly launched in-house solutions only focus on one form of advertisement, such as search or social. They still need help from agencies to run and report on their programmatic advertising.
Brands with partial in-housing solutions still work closely with agencies around strategy, data onboarding, customer service, and analytics. There is still a large need for agencies, especially those who offer full transparency to their brands in a true sign of partnership.
Forming Strategic Ad Tech Partnerships
Speaking of partnerships, AdDaptive’s Senior National Sales Director, Michael Powell, spoke during a featured session titled “Leverage Strategic Partnerships for Programmatic Success.”
Michael’s presentation focused on the importance of finding an ad tech partner that offers accurate and transparent targeting, optimization, analytics, and insights alongside a wide range of measurement tools. This helps agencies and their brands stay ahead of the competition and appropriately prioritize their advertising efforts to maximize the success of each campaign. Finding a strategic partner like AdDaptive will significantly boost ROAS and streamline the campaign planning process.
As always, the October 2023 Digiday Media Buying Summit provided helpful industry insights for vendors and agencies alike, and AdDaptive was thrilled to participate in and sponsor the event. We hope to see some familiar faces as well as make new connections at the next Digiday conference – the Programmatic Marketing Summit, December 4-6 in New Orleans, LA.
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