Dinner Dialogue

2017-01-24 18:30:00 2017-01-24 19:30:00 America/Chicago Shattering the Crystal Ball: Defining and Realizing Transparency (Chicago) Chicago Chicago, IL CMO Council cmoteam@cmocouncil.org

Shattering the Crystal Ball: Defining and Realizing Transparency (Chicago)

January 24, 2017
Chicago, IL
6:30 PM Central Time

Ad fraud, click fraud, poor inventory quality, kickbacks…all of these words are making headlines as more marketers are questioning what they really know about metrics, performance, digital and beyond. Then add in more layers of complexity around the evolving programmatic landscape, not to mention keeping track of your DSP, DMP, SSP and RTB systems—all to drive ROI!  That should be enough to make anyone run and hide. But this is just the tip of the iceberg as today’s marketing leaders are being tasked with driving the business forward at breakneck speeds, proving that every dollar spent has yielded positive growth and value. It isn’t enough to be agile. And it isn’t enough to measure. Tomorrow’s marketing leaders will need to completely redefine transparency to bring new points of return to light.

In order to get to this point, marketers will need to shatter the crystal ball that once hinted at transparency, throwing out the complex web of spreadsheets, reports and myriad of measures generated by a growing roster of advertising partners and platforms. In its place, marketing will need to establish a new definition of transparency that reaches beyond a single channel or a single partner, instead creating a holistic digital ecosystem that can be tracked, measured and optimized in a seamless hub.

Join the CMO Council as we gather senior marketing leaders together to discuss and debate the very nature of transparency in the digital age. We will be joined by experts from Collective, a leader in advertising technology and a recognized pioneer in programmatic media, who will help shape and remold the definitions of both programmatic and transparency.