ATS Madrid 2019

8.30am: Breakfast & Registration

8.45am: Welcome & Introduction (EN)
– Rachel Smith, COO, ExchangeWire

9.10am: Panel Discussion: A Marketer’s Dilemma – The Brand Perspective (ES)
Synopsis: A strategic perspective on media buying, data management and execution, from brand marketers.
Moderator:
– Gabriel González Gómez, Director Comercial, BLUEMEDIA
Panellists:
– Adriana Botella, Digital Platform Manager, Jaguar Land Rover España
– Angel Canovas, Global Director Online Paid Media, BBVA
– Juan Antonio Muñoz-Gallego, Strategy Business Development, The Stars Group

9.30am: Panel Discussion: The Publisher Business Model – Routes to Monetisation in 2019 (ES)
Synopsis: An outline of the various routes to successful monetisation strategies, for publishers and content providers.
Moderator:
– Pepe Cerezo, Digital Strategist
Panellists:
– Sara Buluggiu, Managing Director of Italy, Spain & MENA, Rubicon Project
– Pilar Valcarcel, Country Manager, Spain, Taboola
– Pablo Caño Sterck, CEO, el Economista
– Placido Balmaseda, General Manager in Media Market Place (Prisa, Vocento & Godo)

10.00am: Panel Discussion: Data & Creativity – Can Programmatic & Data-Driven Marketing Bridge the Gap Between Data and Creative? (ES)
Synopsis: Is data-driven creative a reality, and how are agencies and brands working to understand the value of data in a creative context?
Moderator:
– Mikel Lekaroz, CEO, Adbibo & MD, OZ Digital
Panellists:
– Jennifer Stanley, Founder and CEO, Appetite Creative
– Belen Naz, Country Manager Activation, Rebold
– Rafael Serrahima, Managing Director, [m]PLATFORM
– Daniel Saenz, Digital Development and Innovation Director, VMLY&R MADRID

10.30am: TAPTAP Digital Keynote Presentation & Fireside Chat: Location Intelligence for Marketing  (EN)
Synopsis: Location Intelligence provides one of marketing’s most valuable datasets. Advertisers have now the ability to uncover, and act on, unparallel consumer intelligence through the relationship derived from dynamic, static and temporal geospatial data.
Speakers:
– Alvaro del Castillo, Founder & CEO, TAPTAP Digital
– Ciaran O’Kane, CEO, ExchangeWire

10.50am: Panel Discussion: The Path to Transparency: Digital Transformation Across the Supply Path (EN)
Synopsis: From supply path optimisation to demand path optimisation, what are the issues concerning transparency and trust that the industry still needs to tackle?
Moderator:
– Lindsay Rowntree, Head of Content, ExchangeWire
Panellists:
– Gerhard Louw, Head of International Media Management, Deutsche Telekom AG
– Simon Halstead, Head of Exchanges and Supply Ad Platforms EMEA, Verizon Media
– Bill Krumperman, Advertising Platform, Adevinta (Formerly Schibsted marketplaces)
– Dennis Buchheim, Senior Vice President & General Manager, IAB Tech Lab

11.20am: Break

11.50am: Panel Discussion: The Service Layer – Making Data-Driven Advertising & Marketing Work for Brands (ES)
Synopsis: How are agencies and consultancies organising themselves, to best support brands to achieve their advertising and marketing goals? In a world of shifting business models for both agencies and consultancies, and greater control and transparency for brands, what does the service layer now look like?
Moderator:
– Mikel Lekaroz, CEO, Adbibo & MD, OZ Digital
Panellists:
– Carlos Estrada, Digital Director, Infinity Media Group
– Ruth Zohrer, Global Client Lead, BBVA, Mindshare
– Jorge Planes Trillo, Consultant

12.10pm: The Opportunity in Connected TV: Where Are We Now? (ES)
– Ed Wale, MD, UK & Spain, SpotX

12.20pm: Panel Discussion – Connected TV: Embracing the Future (ES)
Synopsis: Connected TV and OTT has been touted as the biggest opportunity for independent AdTech, and for new growth in data-driven advertising and marketing. Is this opportunity being realised, and if not, why not?
Moderator:
– Francisco Asensi, Business Development & Innovation Specialist
Panellists:
– Natalia Papiol, Spain General Manager, The Trade Desk
– Ignacio Gomez, Director of Analytics & New Projects, RTVE
– Elena Galan, Head of Digital Ad Operations, Atresmedia Publicidad

12.50pm: Panel Discussion – The ID Conundrum: How to Navigate Spend Through the World of Walled Gardens (ES)
Synopsis: Are we ready for a life beyond reliance on third-party cookie tracking, and if so, how will publishers and buyers make best use of first party data?
Moderator:
– Cesar Alonso, Media Manager Digital Transformation & Programmatic Marketing, Telefónica
Panellists:
– Charles Emeriau, Director, Publisher Sales Southern Europe, Index Exchange
– Jose Frade, Digital Business Director, Cofina Media
– Tacho Orero, Head of Digital, Mediacom Spain
– Xavier Garrido, Data Audience & Programmatic Director, Prisa Brand Solutions

1.20pm: Networking Lunch

8.30 – Desayuno & Acreditación

8.45 – Bienvenida e Introducción (EN)
– Rachel Smith, COO, ExchangeWire

9.10 – Panel de discusión: El dilema de los marketers – la perspectiva de marca (ES)
Resumen: Una perspectiva estratégica de la compra de medios, gestión de datos y puesta en marcha de los marketers.
Moderador:
– Gabriel González Gómez, Director Comercial, BLUEMEDIA
Panelistas:
– Adriana Botella, Digital Platform Manager, Jaguar Land Rover España
– Angel Canovas, Global Director Online Paid Media, BBVA
– Juan Antonio Muñoz-Gallego, Strategy Business Development, The Stars Group

9.30 – Panel de discusión: El modelo de negocio del Publisher – Caminos hacia la monetización en 2019 (ES)
Resumen: Un repaso a los diferentes caminos que existen hacia las diferentes estrategias exitosas de monetización para los publishers y proveedores de contenido.
Moderador:
– Pepe Cerezo, Digital Strategist
Panelistas:
– Sara Buluggiu, Managing Director of Italy, Spain & MENA, Rubicon Project
– Pilar Valcarcel, Country Manager, Spain, Taboola
– Pablo Caño Sterck, CEO, el Economista
– Placido Balmaseda, General Manager in Media Market Place (Prisa, Vocento & Godo)

10.00 – Panel de discusión: Data & Creatividad – ¿Puede la programática y el marketing data-driven tender un puente entre data y creatividad? (ES)
Resumen: ¿Es el data driven creativo una realidad, y cómo las agencias y marcas están trabajando en entender
el valor de los datos en un contexto creativo?
Moderator:
– Mikel Lekaroz, CEO, Adbibo & MD, OZ Digital
Panelistas:
– Jennifer Stanley, Founder and CEO, Appetite Creative
– Belen Naz, Country Manager Activation, Rebold
– Rafael Serrahima, Managing Director, [m]PLATFORM
– Daniel Saenz, Digital Development and Innovation Director, VMLY&R MADRID

10.30 – TAPTAP Digital  Keynote y Charla Informal: Location Intelligence for Marketing (EN)
– Álvaro del Castillo, Founder & CEO, TAPTAP Digital
– Ciaran O’Kane, CEO, ExchangeWire
Resumen: Location Intelligence proporciona uno de los conjuntos de datos más valiosos de marketing. Los anunciantes tienen ahora la capacidad de descubrir y actuar sobre una inteligencia de consumidores sin igual a través de la relación derivada de datos geoespaciales dinámicos, estáticos y temporales.

10.50 – Panel de discusión: El camino a la transparencia: Transformación Digital a través de la oferta
(EN)
Resumen: Desde la optimización de la oferta hasta la demanda, ¿cuáles son los problemas relacionados con la transparencia y la confianza que la industria aún debe abordar?
Moderador:
– Lindsay Rowntree, Head of Content, ExchangeWire
Panelistas:
– Gerhard Louw, Head of International Media Management, Deutsche Telekom AG
– Simon Halstead, Head of Exchanges and Supply Ad Platforms EMEA, Verizon Media
– Bill Krumperman, Advertising Platform, Adevinta (Formerly Schibsted marketplaces)
– Dennis Buchheim, Senior Vice President & General Manager, IAB Tech Lab

11.20 – Descanso

11.50 – Panel de discusión: Service Layer – Haciendo que la publicidad y el marketing Data -Driven funcionen para las marcas (ES)
Resumen: ¿Cómo se organizan las agencias y consultoras para apoyar mejor a las marcas y lograr sus objetivos de publicidad y marketing? En un mundo de modelos de negocio cambiantes para agencias y consultoras, y un mayor control y transparencia para las marcas, ¿cómo se ve la Service Layer ahora?
Moderador:
– Mikel Lekaroz, CEO, Adbibo & MD, OZ Digital
Panelistas:
– Carlos Estrada, Digital Director, Infinity Media Group
– Ruth Zohrer, Global Client Lead, BBVA, Mindshare
– Jorge Planes Trillo, Consultant

12.10 – La Oportunidad en la televisión conectada: ¿Dónde nos encontramos ahora? (ES)
– Ed Wale, MD, UK & Spain, SpotX

12.20: Panel de discusión: Televisión conectada: Acercándonos al futuro (ES)
Resumen: La TV conectada y OTT se han considerado como la mayor oportunidad para los AdTech independientes y para un nuevo crecimiento en publicidad y marketing basados ​​en datos. ¿Se está aprovechando esta oportunidad? En caso negativo, ¿por qué no?
Moderador:
– Francisco Asensi, Business Development & Innovation Specialist
Panelistas:
– Natalia Papiol, Spain General Manager, The Trade Desk
– Ignacio Gomez, Director of Analytics & New Projects, RTVE
– Elena Galan, Head of Digital Ad Operations, Atresmedia Publicidad

12.50 – Panel de discusión: El enigma de la identificación: cómo navegar por el mundo de Jardines Amurallados (ES)
Resumen: ¿Estamos preparados para una vida más allá de la confianza en el seguimiento de cookies de terceros?, y si es así, ¿cómo harán los editores y compradores el mejor uso de los datos de terceros?
Moderador:
– Cesar Alonso, Media Manager Transformacio Digital y Mkt Programatico, Telefónica
Panelistas:
– Charles Emeriau, Director, Publisher Sales Southern Europe, Index Exchange
– Jose Frade, Digital Business Director, Cofina Media
– Tacho Orero, Head of Digital, Mediacom Spain
– Xavier Garrido, Data Audience & Programmatic Director, Prisa Brand Solutions

13.20 – Lunch de Networking