About the Session
Get Back in the Driver’s Seat: Managing Your Own Digital Mix With DMPs
With trends in digital advertising constantly evolving, marketers need to find a reliable way to aggregate their customer data to target their most relevant audiences – and fast. Paul Dolan, Managing Director, North America of Xaxis, leads this session, detailing how the emerging technology of data management platforms (DMPs) consolidates all appropriate data sources into a centralized platform, offering marketers reliable and accurate audience profiles for better decision making when it comes to executing targeted campaigns. Dolan will examine how DMPs aid top brands in increasing ROI, eliminating wasteful ad spend and allowing CMOs to track, analyze and optimize campaign dollars across the entire digital mix. Examples of successful campaigns will also be used to illustrate this process.
About the Speaker
Managing Director, North America
Paul Dolan is Managing Director, North America of Xaxis. As Managing Director, Paul is responsible for Xaxis strategy and operations in North America, including account management, trading, publisher relations and partnerships. Immediately prior to his current role, Paul served for three years as Vice President of Strategy and Operations of the Media Innovation Group (MIG), a WPP Company. In this role, Paul was instrumental in the development, launch and expansion of the MIG’s B3 media optimization service, the first and largest demand-side digital trading business. Before joining the MIG, Paul worked for nine years across a number of teams within 24/7 Real Media, a WPP Company, including Open AdStream from 1999 to 2004, the DecideDNA search team from 2005 to 2006 and the Global Web Alliance from 2007 to 2008. He has over 13 years of experience in advertising and technology.