Optimizing Media Strategy

  Tier 1 • What approaches should be used to develop automated/programmatic campaigns with realtime data? • How do you solve the problems of attribution? • What is the effect of cord cutting, ad blocking and walled gardens (e.g., on Facebook, Twitter and Snapchat) on media strategy? 7 • How can artificial intelligence (AI) be used for better advertising (and customer) engagement? • As media become increasingly fragmented, how should one maintain reach? How should firms trade off reach versus targeting in advertising and promotion? • Is it possible to “micro-optimize” spend to the exposure level? • How can you unify the data across different media venues and different sources? What are the harmonizing techniques? Tier 2 • What factors should influence the choice of advertising platform (in the display and search markets)? • What is the impact of the transition of TV to digital on advertising? How will the evolving advertising markets affect ad procurement, distribution and effectiveness measurement? • What are the best approaches to validating purveyed advertising metrics?