RampUp 2018 Conference Agenda
Monday, March 5
Tuesday, March 6
RampUp Welcome ReceptionWill you be around Sunday night? Join us for a night of drinks, snacks, and networking
Date & Time:
Sunday, March 4, 2018 at 6:00 PM
The Crown Room, 24th Floor of the Fairmont, San Francisco
Lunch and Registration
Track: Data Owner
2:00PM Gold Room
Ask the enforcers | Brand safety across the digital advertising ecosystem
2:30PM Gold Room
Looking forward with LiveRamp: steps towards data scoring
2:45PM Gold Room
A data innovators discussion: the Data Store
3:10PM Gold Room
3:30PM Gold Room
Don’t sell your data, use it
4:00PM Gold Room
Getting creative with location data to execute OOH advertising
Track: Brand / Agency
2:00PM Terrace Room
Building a customer-centric business in a digital world
2:30PM Terrace Room
Creating powerful, integrated datasets with transaction data
3:00PM Terrace Room
3:30PM Terrace Room
Finding predictive customer signals with identity resolution and person-based data
3:50PM Terrace Room
The transformation of data monetization and the next frontier for brands and CDAO as data company CEO
2:00PM Venetian Room
The new role of “Identity” in advertising
2:30PM Venetian Room
The role of “identity” from the platform’s perspective
2:50PM Venetian Room
Looking forward with LiveRamp: LiveRamp product highlight
3:10PM Venetian Room
3:30PM Venetian Room
Online-to-offline: attribution in the automotive ecosystem
3:45PM Venetian Room
Consortium roadmap and technical implementation
4:05PM Venetian Room
Putting the pieces together: the role of TV in the greater ecosystem
4:35PM Venetian Room
CASE STUDY CONTEST WINNER
Track: People-Based TV
2:00PM French Room
TV planning and buying is going data-driven and audience-based
2:35PM French Room
What is people-based TV? LiveRamp's vision for the future
3:00PM French Room
3:30PM French Room
Pushing the envelope: how advanced TV advertising continues to evolve in 2018
4:00PM French Room
How marketers can follow viewers as they go “over-the-top”
2:00PM Pavilion Room
Transacting on identity: intelligent tracking prevention
2:20PM Pavilion Room
Earn incremental revenue with data monetization
3:00PM Pavilion Room
3:30PM Pavilion Room
Who should audiences trust more: publisher content or social networks?
Join us as we toast and explore at the world famous Exploratorium! Shuttles will be taking you to and from the Exploratorium, pick-up will be on a loop and will meet you outside of the Fairmont directly after the closing remarks.
9:00PM Tonga Room @ the Fairmont
RampUp After Dark
7:00AM Starting at the Lobby of the Fairmont Hotel
Sponsored by Ovative
Start the morning off right! Join us for a 2.5 mile scenic fun run through some of San Francisco’s most iconic neighborhoods. Starting at the Fairmont we will jog past the Transamerica Pyramid to the San Francisco Ferry Building, along the beautiful Embarcadero, and back up through the historic North Beach neighborhood.
Breakfast and Registration
Head to the Masonic with your badge at 8:00 am to kick off #Rampup18! Breakfast and keynote panels will take place at the Masonic.
Registration kiosks will be available at both the Masonic and the Fairmont starting at 7:00 am. So plan to head to either the Garden Room in the Fairmont on the lobby floor or the Masonic Center entrance to grab your badge!
Opening keynote: the vision of the CMO in today's digital ecosystem
With data and AI permeating every aspect of business, it’s no surprise that the role of the CMO is rapidly evolving and will take on a new shape in the very near future. Let’s hear from some of the leading and most respected global brands on their thoughts on the evolution of the CMO, how their marketing strategies are adapting, and what keeps them up at night.
Track: AdTech Trends
SPONSORED BY TRANSUNION
10:00AM Gold Room
The great adtech cleanup
The consolidation of the adtech industry is no surprise. But what does it mean for marketers and the remaining adtech players? Learn how this end to an era will ultimately benefit both suppliers and buyers.
10:55AM Gold Room
Sink or swim: using a first-party data lake
Publishers and brands can now use data lakes as an environment to aggregate, store, and protect their data. The benefits of using a data lake seem endless, but not without challenges, i.e. who owns: IT or marketing? How do you scale? What are the privacy concerns?
11:50AM Gold Room
In a world where third-party data is heavily relied on by brands to add scale and enrich their own first-party data, second-party data has now become a game-changer that offers an opportunity to add a layer of differentiation and a unique competitive edge in an otherwise overcrowded data marketplace. Many brands sitting on valuable data assets have come forward to make this type of niche second-party data available in exclusive settings. Leaders will discuss this new and emerging phenomenon.
12:30PM Grand Ballroom
1:45PM Gold Room
A collaborative look into the future: the advertising ID consortium
The consortium offers a common identity framework in the RTB bidstream that the entire industry will be able to use to make people-based programmatic advertising seamless, with the goal of building a neutral identity framework that benefits everyone. How will this trend affect the industry?
2:40PM Gold Room
Prepare for the age of accountability: the shift from data accuracy to data confidence
As brands demand more transparency and quality from the digital ecosystem, rising to the occasion is not an option – it’s a must. We need information to power innovation. Meet the major players building a new ecosystem of trust to deliver fair value on all sides, and learn the costs of data fraud and inaccuracy.
3:20PM Gold Room
4:00PM Gold Room
Building a customer journey out of data
In today’s ecosystem, the access to first- and third-party data and the explosion of connected devices has left marketers with the task of pulling it all together. The challenge is aggregating all those customer data points to map out a cohesive path to purchase. This group will discuss what marketers are demanding from their data partners to create insightful customer journeys consistently and at scale.
Track: Data-Powered Customer Experience
SPONSORED BY ADOBE
10:00AM Venetian Room
Input: customer data, output: people-based marketing
People-based marketing means reliably reaching people instead of devices. Brands can now seamlessly reach people across multiple devices with relevant messaging and then measure ROI. Seems like a magical place. What’s the entry fee? Data.
10:55AM Venetian Room
Reaching the unreachables
This new category, the “Unreachables,” mostly consists of Millennials and Gen Xers, who are highly sought after by advertisers. With more spending power than the generations before and less attention span than ever, the Unreachables are the next big challenge for the industry. How will brands connect with the anti-ad consumer?
11:50AM Venetian Room
Changing the TV buying paradigm
The TV industry is experiencing unprecedented innovation which is reshaping advertising experiences. People-based targeting capabilities across TV are delivering deeper customer experiences, and data is the bedrock of this transformation. How are today’s leading advertisers, agencies, and tech platforms embracing this change and pushing the envelope on what’s possible in TV advertising?
12:30PM Grand Ballroom
1:45PM Venetian Room
Make room, agencies: consultancies are making their move
With consumer attention shifting in a complex digital ecosystem, business growth isn’t always easy to deliver. What’s the best path to growth? Consultancies focus on customer experience, while agencies talk about advanced advertising and analytics. Whose strategy will deliver more market share and growth for their clients? Find out as both sides tell their story.
2:40PM Venetian Room
The road to validation is paved by measurement
It’s not worth doing if you can’t measure it. Marketers today have the resources to measure then optimize their efforts. However, most marketing tech stacks are not set up with measurement in mind. How do you evolve the thinking around measurement and how do you model the technology putting measurement at the forefront?
3:20PM Venetian Room
4:00PM Venetian Room
Attribution: the key to keeping and growing your budget
As cross-device media consumption and marketing budgets grow, linking spend to performance grows increasingly complex. Attribution is the key to keeping budget and growing it smartly, yet many marketers are unsure how to choose among the many models available. Discover effective approaches to attribution and how to turn insights into action.
Track: Data Innovation
SPONSORED BY LIVERAMP
10:00AM Terrace Room
Digital & TV: how identity is building a bridge
In the not-so-distant future, we will no longer see a clear difference between television and digital video. As these two mediums continue to converge, we move closer to video advertising’s holy grail: the ability to purchase premium inventory aimed at select audiences with a single media plan that covers television, mobile, and desktop devices.
10:55AM Terrace Room
Data can't rush the creative process... or can it?
While the technology behind programmatic has evolved at lightning speed, the creative side of the business is stuck in the present. Can rules-driven ad messages really move anybody to emotion or action? As we get more savvy and center on the importance of one-to-one messaging, how can we leverage the power of “nowness” to create emotionally resonant data-driven creative that engages customers? Let’s explore how data and marketing players are using data to fuel more emotional creative experiences and consumer connections.
11:50AM Terrace Room
It's about more than just privacy: trust and ethics
The industry is at a crossroad. With new regulations such as GDPR shaking up the scene, what can the industry do to regain the trust of regulators and consumers? It’s not enough just to be privacy compliant anymore.
12:30PM French Room
The road to ROI: five steps to ensure a return on your data management solutions, sponsored by Oracle Data Cloud
Forrester recently reported that only about 50% of DMP users are satisfied with their current investment. Yet despite that mediocre satisfaction, most of those same users believe they were meticulous in their vendor assessment and made the appropriate selection. In this session, we’ll explore the fundamental steps often missed by companies leading to this disconnect. Learn the key steps one can take to minimize frustration, maximize success, and quantify a return on the significant investment in data management solutions.
1:45PM Terrace Room
How blockchain can save programmatic and how it can't
Blockchain has numerous uses in media and advertising, but all the buzz is about how it will “save” programmatic. Learn which use cases blockchain can and can’t support, and how this technology will go from hype to reality in our industry.
2:40PM Terrace Room
Improving CX with chatbots, virtual reality, & AI assistants
In a world where everyone wants to be “customer-centric,” the best way to succeed is to leverage the direct voice of customers, but bots are creeping their way into the workflow of content creation. How is AI enabling marketers to connect and engage more deeply with customers? What piece is going to remain human and what is AI going to take?
3:20PM Terrace Room
4:00PM Terrace Room
Unifying your digital advertising
Ad buyers and analysts have a lot of on-the-ground insights, but consequently are so in the weeds of individual channels and metrics like CPC and CPL, that more strategic customer journeys and cross-channel messages aren’t implemented as well as they could be. How can we work to break down the silos? In this session, we’ll reveal how simple but powerful changes can create better experiences for customers and better outcomes for your company.
Track: Future Trends
10:00AM Pavilion Room
What is a 21st-century brand's marketing strategy?
This next generation of brands have redefined customer experience and what it means to interact with them. With new mantras and principles, these brands challenge the status quo of marketing to bring a new level of customer experience to their audiences. How are these innovators developing a cutting-edge brand and how are they depending on technology and data to stay top of mind?
10:55AM Pavilion Room
The race to become the customer data platform
Industry consolidation is no stranger to the adtech industry. As we start to see brands change their business models putting the customer experience first, platforms are trying to rise to the occasion with a customer-first offering. Watching recent M&A activity, we are starting to see a trend and a new category arise. Will the customer data platform be the new shining object in the adtech ecosystem? Who will get there first?
12:30PM Pavilion Room
TV data: best practices for targeting, insights and attribution, sponsored by Alphonso
5:30PM Masonic Music Hall
Closing Remarks & Closing Reception
Join us at our closing reception, just steps from our closing keynote, located in one of San Francisco’s legendary venues!