![](https://www.admonsters.com/wp-content/uploads/2019/06/Admon_ops-10_breakdown_660x320.png)
“A lot of changes happening around privacy should bring more dollars back to you if you’re a publisher,” – Derek Nicol, VP, Advertising Technology, CBS Interactive
“Consumers are driving the chrome road map. We’re putting the tools in their hands allowing them to make choices. They want control.” – Jason Bigler, Dir Prod Mgmnt Google Ad Manager
When AdMonster’s Ops2019 (aka #OpsNY) hit the Metropolitan Pavilion June 3-4 in NYC, attendees were treated to insights from 75+ digital media leaders, including experts in programmatic, OTT, OOH, data strategy, mobile, video, audio, AR/VR, blockchain, branded content, native advertising, and more. Some of the major themes to emerge from the two days were:
- Regulatory compliance equals an improved user experience. Privacy regulations are an opportunity for the advertising ecosystem to clean up its act, provide more transparency, bring dollars directly to publishers, give advertisers the results they desire and make consumers a lot more happy about their relationship with advertising.
- Focus on building relationships with your community. Having a direct relationship with consumers and making them happy, through relevant (and trusted) content and advertising, will be a lot better for the entire ecosystem—and for revenue too.
- First-party data is more important than ever. What matters most is exactly what’s collected and how it’s sliced, diced and activated to tell more enriching audience stories to advertisers for increased monetization opportunities.
- Creativity is a catalyst for business success. Whether we’re talking using emerging technologies, matching creative to experiences and customer expectations, or changing mindsets and practices (like developing new workflows or improving diversity in your talent pool)—creativity is a driver to change and ultimately better business.
- Martech and adtech need more synergy. All of the changes being driven by consumers in digital media will drive more collaboration between marketing and advertising to find solutions around identity and greater understanding consumer desires.
After the Ops photo gallery below, follow along for an insider’s look at the two days of Ops through a curated selection of tweets. You’re gonna wish you were there.
And now, on to the tweet highlights…
Programmania Keynote Megan Pagliuca, Chief Data Officer, Hearts & Sciences wants to know why publishers, agencies, brands, and tech aren’t collaborating more to push programmatic forward. She’s also a big advocate of leveraging consumer data to drive successful programmatic.
“If I was a marketer I’d want to make sure that I had control over my data – and believe that all clients should own their own data” – Megan Pagliuca #OpsNY @AdMonsters pic.twitter.com/6ZSdWYu7O2
— Hearts & Science (@Hearts_Science) June 3, 2019
Now that Prebid has solidly been established as the standard for transparent and open sourced header bidding, how can ad ops individuals utilize this technology to regain control from third parties?
"Because of the Demand Manager tool and the nature of #Prebid, it's fantastic to have both internal and external controls at work." – Christopher Moore, @PCHMedia #OpsNY #programmatic
— Rubicon Project (@RubiconProject) June 4, 2019
What Do Advertisers Want From Video? That was the question posed Justin Rosen, VP, Data and Research, NCC Media; Robert John Davis, Head of Digital, USA Ogilvy and Oleg Korenfeld, Global Chief Platforms Officer, Wavemaker by John Osborn Co-Founder and Business Development Lead, Turnstil. Without it, advertisers may never find scale.
Couldn't agree more with @olegkorenfeld @WavemakerGlobal on fragmentation around measurement, metrics and attribution: "We need standards on digital." @AdMonsters #opsny
— Melanie Winer (@miscmel) June 4, 2019
A common user ID is one of the ways of increasing the value of header bidding.
"As an industry, we need to work through identity. At #Prebid, we are working on supporting all user IDs. It's important that everyone registers with their preferred IDs." – Alex Smith, Head Chairwoman of https://t.co/nWSVplUWKt #OpsNY #identity
— Rubicon Project (@RubiconProject) June 4, 2019
In the data privacy regulation age, reevaluating data collection and targeting, audience monetization, attribution, and user experience presents both challenges…and opportunities.
"Privacy and commercial health can coexist – and privacy can be a differentiator for any player in our space." – IX's @mikeosullivan at @AdMonsters's #OpsNY
— Index Exchange (@IndexExchange) June 4, 2019
Publishers devising their video advertising monetization strategy are faced with the challenges of fragmented technologies and high content production & management costs. Advertisers, on the other hand, need to ensure their video ads and branded content are meeting relevant audiences wherever they view—and in a brand-safe environment.
One key to a successful and holistic video monetization is a combination of #freshcontent and #evergreencontent #OpsNY pic.twitter.com/ux3sntwDMh
— FatTail, Inc. (@fattailinc) June 4, 2019
How can Supply chain optimization (SPO) improve monetization and transparency? It all starts with the user. Let’s bring back consumer trust.
“Our philosophy is that if it’s good for the user, then it’s good for the advertiser. And if it’s good for both of them, then it’s probably good for the publisher.” #OpsNY
— AdMonsters (@AdMonsters) June 4, 2019
“Transparency isn’t just a price conversation; it’s about auction dynamics like 1st- or 2nd-price auctions, bid caching, etc.” #OpsNY
— AdMonsters (@AdMonsters) June 4, 2019
dotdash is killing the game right now with a speedier site, fewer ads on the page and ads that are more relevant to their readers. It sounds crazy when you first think of it, but since when did quantity ever triumph over quality?
.@dotdashco CEO Vogel: If every cookie disappears tomorrow, it would be great for us. We can map every piece of content to every other piece of content. We’ve been doing this so long, we know exactly how a campaign will perform as soon as we lock in. #OpsNY
— Gavin Dunaway (@AdMonsterGavin) June 4, 2019
We do not over optimize. I don’t care about a test to make things 2% better because then something else goes down. It’s just not worth it to mess up the experience. – @neilvogel CEO @dotdashco #OPSNY pic.twitter.com/vNBtIckH8N
— Lynne d Johnson (@lynneluvah) June 4, 2019
Community is key. A message heard over and over again at #OpsNY—making your customer happy is the gateway to your success.
To paraphrase @neilvogel @dotdashco: investing in your audience while staying true to your brand is the key to success as a publisher. @AdMonsters #opsny
— Melanie Winer (@miscmel) June 4, 2019
Those pesky malvertisers posing as real advertisers are an irksome bunch for consumers, advertisers and publishers alike.
The #malvertiser game plan. How they get in the #DSP. #OPSNY pic.twitter.com/1Bqfj0gi8I
— AdMonsters (@AdMonsters) June 4, 2019
Kate Reinmiller, the Co-Founder/CRO of @ADLIightning says the fight against malvertising continues to change, but they are "able to make the SSPs more accountable" on the "Taking the Malvertising Fight Upstream" panel at the Programmania session at #OpsNY.
— AdMonsters (@AdMonsters) June 3, 2019
Client-side malware blocking doesn't have to mean losing revenue or slowing down your site. Save yourself time answering user complaints and try out Media Filter from @TheMediaTrust and enjoy the Virtuous Cycle of Ad Quality #OpsNY
— Tapas Da Mornin 2 Jah (@BecauseFi) June 3, 2019
Innovation in digital media starts with adapting to change.
What makes someone successful in digital media? Curiosity + adaptability, it's not about what's worked before. Preach, @robertjohndavis, preach. @Ogilvy @AdMonsters #opsny
— Melanie Winer (@miscmel) June 4, 2019
Why it’s better to play the game by the rules and creativity doesn’t mean dishonesty.
"If you game any algorithm on the internet to try to get ahead, whether it's Google or Facebook or whatever, you will lose in the long run." @neilvogel #OpsNy Yup, definitely.
— Scott Messer (@Scrilla100) June 4, 2019
Will GAM ever be the platform you want and need?
The changes to @GoogleAdManager will give publishers the bidding data they have long craved. #OPSNY
— AdMonsters (@AdMonsters) June 4, 2019
Audio was built for this industry. For advertisers still holding out on advertising in audio, there’s this…
"Audio has a lot of cool features that programmatic was built for" -like dynamic ad creative #OpsNY
— Scott Messer (@Scrilla100) June 3, 2019
#OpsNY #programmania Programmatic loves audio @Spotify Julie Clark – Technology no longer an issue & adding audio = incremental reach
— Ana Browne (@anabrowne) June 3, 2019
For brands, programmatic in-housing is the latest rage. Here’s why:
Brad Sockloff from @Nutrisystem says that the, “more we consolidate in-house the better we can manage frequency, attribution, and cost per acquisition." #OpsNY
— AdMonsters (@AdMonsters) June 3, 2019
“Diversity means women, diversity means race, but also diversity of thought.” Alysia Borsa, Chief Marketing & Data Officer, Meredith Corporation.
#OpsNy Diversity = Value + Leadership Roles @AdMonsters ??@MinorityRPRTPod @kerel_cooper kick off???@Beeler_Tech pic.twitter.com/KKH7Ievxy8
— Erik Requidan (@Requidan) June 3, 2019
Privacy regs vs Do-not-call laws…
Good opening to #OpsNY leadership forum @JimSpanfeller mentions the looming data privacy legislation as a parallel to the DoNotCall laws but funny part of DoNotCall is how the politicians & charities exempted themselves from the law. @Google & @facebook are lobbying for the same
— Mark Verone (@markverone) June 3, 2019
Tying creative back to digital media and advertising isn’t as hard as you think.
“A successful [experiential] campaign allows for different levels of entry.” – @Midgehollandt #OpsNY
— anthony santagati. (@santagati) June 4, 2019
Next creative frontiers—stuff that adds value in ways you wouldn’t think. Imagine walking into a public bathroom and not needing to touch anything… thanks to a brand? #OpsNY
— AdMonsters (@AdMonsters) June 4, 2019
Both Apple and Google will tell you that it’s all about the consumer. But, what do you think?
"Apple is leaning into privacy as a way to differentiate themselves by bringing the consumer forward." @lukemulks in interesting/super timely blockchain panel moderated by @lynneluvah @AdMonsters #OpsNY. And consumers having more control = better biz (grabbed that from Lynne!). pic.twitter.com/8n0hvs3teR
— Laura Sigman (@shorehousechic) June 4, 2019
Learn more about AdMonsters OpsConference (so you won’t miss out next year) and check out all of the tweets as they happened in real time.