MobileBeat 2015: Defining your best strategy for programmatic ads in a shifting landscape

Whether your company is selling or buying mobile advertising, there is a lot to consider right now. If you are serious about growing your business through mobile, join us at MobileBeat 2015, July 13-14, for stimulating conversation with the industry’s most innovative thought leaders and brands.

A wave of consolidation and cooperation has been sweeping ad platforms. Back in April, Twitter acquired marketing technology firm TellApart and announced a partnership with Google’s DoubleClick. Then just a week ago, Microsoft essentially spun out its programmatic ad business to AOL and AppNexus. While some analysts think consolidation might actually end up benefiting both buyers and sellers of ads, the shifting ground can lead to uncertainty.

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The definition of programmatic media buying evolves, in part because of the constant influx of new players and in part due to the consolidation of existing services. What levels of targeting and ROI can you expect? Which partner do you select when all exchanges, networks, and marketplaces tout similar-sounding programmatic capability? Do you need an agency? As large and small companies start dumping ad budgets on mobile ad exchanges, how do you get on CPM trends? When is programmatic appropriate, and what are the signs direct sales may perform better?

In the breakout session “Programmatic ads: What’s your best network or marketplace strategy?,” speakers from Facebook, Pandora, and Taptica attempt to answer such questions and more.

Dave Chiang, Demand Services Manager, Facebook Audience Network

Dave Chiang is a Demand Services Manager at Facebook Audience Network. Before joining Facebook, he was the vice president of network monetization at CBS Interactive and, earlier, director of monetization at Yahoo. Prior to that, Chiang worked in Internet Marketing, Consumer Product Management, and Product Marketing at eBay/PayPal. He earned an MS from the Computer Science School at Carnegie Mellon University.

Lisa Sullivan-Cross, VP, Growth and Retention Marketing, Pandora

As Vice President, Growth at Pandora, Lisa Sullivan-Cross runs acquisition and retention programs that contribute to the company’s active listener growth and customer retention gains. Possessing over 20 years marketing experience, with a mobile and online emphasis, Sullivan-Cross has a track record building digital businesses and divisions. Prior to Pandora, Sullivan-Cross built the mobile operation and ran marketing programs at Dictionary.com as Vice President, Marketing and GM, Mobile, and as Vice President, Online at Nielsen Business Media, ran digital operations for Hollywood Reporter, Billboard, and Adweek. She has also held roles as Director of Online Revenue at Lucasfilm, Director, E-Commerce at Warner Bros., and Director of Marketing at Evite.

Sigal Bareket, Cofounder and CEO, Taptica

Sigal Bareket served as the CEO of Logia Mobile, which managed the content activities for Israel’s largest mobile operator, Cellcom, and 25 other leading operators around the world. Her background includes content development, app creation, mobile content marketing, and content team management. Bareket also founded and managed Bookid, a startup company that turned classic children’s books into interactive mobile apps. Today, Bareket is cofounder and CEO of Taptica, a global performance-based demand-side platform recently acquired by online marketer Marimedia.

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