What: GroupM’s Susan Schiekofer and Undertone’s Michael Pallad will discuss inventory quality and brand safety during the Portada New York keynote interview.
Why it matters: Needless to say, inventory quality and brand safety are hot topics in the era of fake news and ad fraud.
Everyone has heard the phrase “Safety first” in more than one context. In marketing, the fragmentation of the digital ecosystem has increasingly demanded improved safety measures. Ad fraud and poor inventory quality compromise ad dollars and performance. Serious issues around this topic clearly demand that the industry comes up with serious solutions.
As Steve Wing, managing director UK & Nordics at Rubicon Project explains, poor ad placement is one of the fears pertaining to every brand: “no one wants to appear next to inappropriate content or fake news,” he writes. “In a programmatic world where advertising transactions occur in milliseconds, protecting brand safety requires vigilance across the media supply chain.” And just as he concludes, the only solution is to create our own online protection systems.
Getting An Expert’s Opinion Tends to Help
In the morning of September 25, Portada New York attendees will get the opportunity to listen to Susan Schiekofer, Chief Digital Investment Officer at GroupM. Her experience spans several decades, and now she is responsible for digital trading and implementation at one of the largest media agencies in the world, where her focus is purely on the brands.
She will share her knowledge about trading best practices and possible solutions to brand safety problems across all media formats in a keynote interview conducted by Michael Pallad, president of Undertone. Michael, who formerly filled the director of sales role at Apple Music, joined Undertone as the company’s chief revenue officer in 2015. The now president of the company said he joinedUndertone because its beliefs about what high-impact advertising means were aligned with his own. Today, he is responsible for all aspects of Undertone’s revenue efforts, including sales and service, operations and marketing.
Questions about inventory quality and brand safety will revolve around how digital advertising and policies need to change in the fake-news-proliferation era. Pallad and Schiekofer will discuss how to improve transparency and fight ad fraud. Trust us, you don’t want to miss it.
For an opportunity to be a part of their conversation and hear valuable insights that will help you tackle the future, click on the banner below and get tickets before prices go up on September 7.