This session–which features a panel that brings together executives from all tiers of the TV advertising market, including distributors, networks, agencies and advertisers–will attempt to answer the question: In a world where all television ads can be addressable, who will reap the most benefit–the buyers, the sellers or the clients? Topics to be discussed include how addressable advertising will be integrated into a world where sellers are seeking to maximize media real estate, buyers are looking for lower prices, data providers are seeking more usage and optimization of metrics, agencies are attempting to update their own business models while serving their clients, and advertisers are trying to engage consumers more effectively; the extent to which addressable advertising is a disruptive technology that will substantially change business models and common assumptions; the challenges facing each of the players in the addressable advertising space; and how the space may be impacted by the recessionary economy.
Panelists include:
Keval Desai - Product Management Director, Google TV Ads Jerry Dow - Chief Marketing Officer, Suddenlink Communications Carolyn Everson - EVP of Strategy and Operations, US Ad Sales, MTV Networks Konrad FeldmanCo-Founder and CEO, Quantcast Seth Haberman - CEO, Visible World (moderator) Lisa Kowitt - SVP of Advertising, Wachovia Daniel Scheinman - SVP and General Manager, Cisco Media Solutions, Cisco Systems Matt Seiler - Global CEO, IPG Group, Universal McCann Yael Taqqu - Partner, McKinsey
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