First Principles Thinking: Grounding AI and Ad Testing in What Actually Matters

Related Sessions

• The New Map of Commerce Media

  Tech Stage

  • Data & Decisions

  • Elizabeth DonovanGlobal Head of Commerce & Retail Media NetworksAcxiom
  • Parbinder DhariwalVP and GMCVS Media Exchange
  • Amy McGovernHead of Agency Partnerships, East CoastBest Buy Ads
  • Paul KrasinskiCSOReachTV

  Every customer journey creates a media moment. From booking a flight, to grabbing a snack, to shopping for the latest tech. Commerce media is transforming these moments into new ways to reach, engage, and grow. In this panel, leaders from retail, travel, convenience, and media share how data and identity fuel customer journeys, why privacy and transparency are essential to building trust, and what it takes to turn opportunity into measurable ROI.

  Mon 10/6 • 7:00AM EDT30minIn person

• AI, Shaping the Future of Programmatic Advertising

  Tech Stage

  • Data & Decisions

  • Fraser WoollardHead of Business DevelopmentMNTN
  • Kalyan LankaChief Product OfficerAffinity Solutions
  • Laura CantorVP of Marketing & EcommerceNew York & Company
  • Michael GormanChief Product OfficerPredactiv
  • Michael LewisVice President, EnterpriseNexxen

  AI has evolved from simple automation to the driving force behind programmatic advertising. What began as rules-based bidding is now predictive algorithms that optimize in real time, analyze massive datasets, and reveal deeper signals of consumer intent. Today, AI powers smarter audience segmentation, creative personalization, and cross-channel decisioning-reshaping how brands connect with consumers.

  Mon 10/6 • 12:20PM EDT30minIn person

• Breaking the Planning Mold: How Agencies Are Rethinking CTV from the Start

  Tech Stage

  • Data & Decisions

  • Ashley ArenaHead of VideoPHD
  • Mike EvansSVP, Head of U.S. SalesLG Ad Solutions
  • Steve CarbonePresidentIPG
  • Tom GrantEVP of PrecisionSpark Foundry

  The CTV revolution isn’t just about where ads appear-it’s about how campaigns are built from the ground up. In this session, hear from agency leaders who’ve broken internal silos to create a new, more integrated planning process. From proprietary tools that leverage ACR data to planning platforms that prioritize reach and relevance before activation begins. Join us to discover how forward-thinking teams are reshaping the way CTV campaigns are designed.

  Mon 10/6 • 9:00AM EDT30minIn person

• Precision at Scale-How Geospatial Intelligence Is Reshaping Media Strategy

  Tech Stage

  • Data & Decisions

  • Ashley CashionSenior Account ExecutiveEsri
  • John Puterbaugh, Ph.D.VP, Advanced Media & InnovationQuad
  • Rachel HerbstmanVP, Data InnovationAmpersand
  • Ricky CaddenDirector, Digital StrategyBALCOM AGENCY

  Join industry experts from Esri, Quad, Ampersand, and Balcom Agency to discover how advertising and analytics teams are transforming campaign planning with geospatial technology. By layering demographic, consumer spending, traffic, and behavioral movement data, marketers can confidently pinpoint high-value audiences and optimize media buys. The session will provide actionable insights on leveraging location intelligence for hyperlocal targeting, smarter buys, measurable lift to reach key audiences.

  Mon 10/6 • 11:40AM EDT30minIn person

• Lift and Mix: What Happens When Sales Lift Meets Market Mix?

  Tech Stage

  • Data & Decisions

  • Dan KelleyGroup Manager (CPG and Restaurants), Marketing ScienceSnap Inc.
  • Steven TramposchSenior Vice President, Client ConsultingNCSolutions, now a part of Circana

  Join NCSolutions and Snapchat for an eye-opening conversation about the future of advertising measurement.

  Discover how Snapchat is reshaping the way they evaluate ad effectiveness-and why sales lift studies are a powerful complement to marketing mix models (MMM).

  Walk away with practical tips for weaving publisher-level insights into your own MMM strategy and learn how greater transparency in measurement can build stronger brand-publisher relationships that lead to real, quicker, measurable impact.

  Mon 10/6 • 10:20AM EDT30minIn person

• From Signal to Action: Human Intelligence That Moves Brands Forward

  Tech Stage

  • Data & Decisions

  • Matt BrittonFounder & CEOSuzy

  AI has redefined how marketers collect and analyze data, yet many still struggle to turn it into action. What’s missing is the ability to cut through the noise and connect signals to strategy. In this session, Suzy’s Founder & CEO Matt Britton introduces the Human Intelligence platform – a new way to combine cultural trends, consumer voices, and real-time answers so brands can move faster from questions to decisions, unlocking the clarity, confidence, and impact needed to drive marketing effectiveness.

  Mon 10/6 • 8:20AM EDT30minIn person