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Welcome to State of the Fight!

State of the Fight is TAG's flagship event, where we bring together the brightest minds in digital advertising to inform, raise awareness and collaborate on key brand safety topics and issues.

Watch all the sessions from this year's State of the Fight on the 2023 Catch Up Page!

SOTF 2023 Catch Up

 

Here's what some of the audience and speakers thought of this year's event

Highlights and Faves

 

TAG's 10 Questions - State of the Fight Edition

 


2023 Agenda

11:00 - 11:30 AM

Through a Brand's Eyes: A Kenvue Case Study

 

 

 

 

 

 

 

Ander Lopez Ochoa
Lead Media, Digital and Content, EMEA

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Mike Zaneis
CEO

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The key message from the ANA Programmatic Media Transparency Study is that we (the entire digital advertising industry) still have a lot of work to do around transparency and cleaning up the supply chain:

  • MFA sites represent  21% of impressions
  • Marketers and brands have major data access issues 
  • Advertisers prioritising ‘cheap’ over ‘quality ’inventory  
  • and the list goes on.

So where do we go from here? What is the pathway to fixing these issues? 

Ander Lopez Ochoa from Kenvue will be sharing with TAG’s Mike Zaneis the brand’s experience in what is achievable when a marketer takes control of their data and begins to optimize their ad spend.

 

 

 

 

 

 

                     

11:30 - 11:55

Finding the Holy Grail: Transparency in Buying

           
 
Mike Zaneis
CEO

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John Piccone
Regional President, Americas

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Trust has eroded.

Brands place too much faith in downstream partners to report success metrics, without the benefit of full transactional transparency. Only by collecting marketer’s log-level data, from agency to publisher, will give brands an accurate measurement of KPIs. We must come together to empower such data to be reconciled in an industry-agreed taxonomy that can be shared across all interested parties to determine the “shared truth”. The Certified for Transparency program is the start of this process and recognises companies that can help support this initiative.

In this TAG's Mike Zaneis and Adform's John Piccone will discuss how this collective approach to transparency is important to brands and how TAG's newest program will help build trust and focus on quality digital media.
   
                     

11:55 - 12:20

Measurement Challenges are Ad Fraud Challenges

   
 

Scott Cunningham
Cunningham.Tech

Bill Morrow
VP, Digital Monetization and Planning

nbcu

 

               
 

Recent research indicates that as much as 40% of programmatic inventory cannot be independently measured. Measurement challenges create massive blind spots in the industry and ad fraud is not immune to this reality. 

Many newer environments, including CTV, audio, and gaming, remain largely unmeasurable to anti-fraud vendors, undermining marketer trust in the media. We explore these challenges and the industry's efforts to bring greater transparency and verification to solve them.

In this session, the speakers will be taking State of the Fight through all of the above and more.
         
                     

12:20 - 12:45

Who gets to be Brand Safe?

           
 
Jules Kendrick
MD, UK & Europe

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Chris Kenna
Chairman, Founder and CEO (NA)


Travis Hardman
CEO

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Justin Barton
SVP, Digital Strategy & Partnerships

           
 

At times, diverse content creators, local news outlets, and small publishers have been overlooked when it comes to brand safety but why? Keyword blocking, inclusion/exclusion lists, and a lack of clear corporate responsibility strategies often exacerbate this reality. How do we level the playing field in brand safety so that we enable diverse content creators and publishers to rise?


In this conversation, TAG’s Jules Kendrick, Brand Advance’s Chris Kenna, Daily Voice's Travis Hardmand and Black Enterprise's Justin Barton will be discussing what role TAG plays in this, how TAG can do better and how the whole industry can do better.
         
                     

12:45 - 13:10

Brand Safety Agenda: What does 2024 look like?

         
 

AJ Brown
COO

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Deva Bronson
EVP, Global Head of Brand Assurance

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AI, MFAs, content taxonomies and brand safety/suitability tools, - these aren't new tools or concepts to brand safety globally but why did 2023 shine a light on these specific areas of brand safety and how will these shape the agenda for 2024?

In this session, the panelists will discuss the progression of these tools in 2023 and how this might shape what the next 12 months could look like for advertisers.

         
                     

13:10 - 14:05

Lunch

           
                     

14:05 - 14:30

Changing Tactics: Keeping Up with the Criminals

           
 

Mike Lyden
VP Threat Intelligence

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Roshan Gupta
Threat Intelligence Manager


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Brian Buttray
Senior Director, Marketplace Quality

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Criminal exploitation of the digital advertising supply chain is evolving as rapidly as our industry is growing. We are seeing more and more campaigns infected by malvertising in recent years thanks to increasingly sophisticated social engineering scams and malware payloads, enabled by an explosion of AI capabilities and hyper-targeting

In this panel, TAG’s Mike Lyden will lead an insightful discussion with Index Exchange's Roshan Gupta, Magnite's Brian Buttray about what we can expect from our criminal adversaries over the next year and how we can best counter malvertising campaigns with threat intelligence.

           

14:30 - 14:55

There is no Island: Fighting Crime in Digital Advertising - IN PERSON ONLY

           
 

Rachel Nyswander Thomas
COO

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Abrahim Farraj
Senior Director, Brand Safety


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Roshan Gupta
Threat Intelligence Manager


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Criminal groups don’t organize themselves according to traditional digital supply chain models. They don’t mirror our industry at all. Instead, they exploit vulnerabilities wherever and wherever they arise - be it through traditional cyberattacks, malvertising, fraud, or ad-supported piracy.

TAG’s Rachel Nyswander Thomas will dive into TAG’s cross-functional approach to partnering with government, law enforcement, and our members to stay ahead of criminal elements with NBCU’s Abrahim Farraj, Index Exchange's Roshan Gupta, and colleagues from the UK’s National Cyber Security Centre (NCSC).

           

 


Speakers

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SOTFDevaBronson (1)-min (1)

 

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SOTFMZ-min (1) SOTFNCSC-min (1)

 

SOTFBrianButtray (1)-min (1)

 

SOTFJustinBarton

 

SOTFBillMorrow

 

SOTFScottCunningham-min (1) SOTFRoshanGupta-min (1)

 

 


Previous State of the Fights

Never been to State of the Fight before? Or need a reminder of what the event's about? Click on the below to watch or listen all of the previous years' sessions. 

Please note, passwords are required to access the content. To retrieve the password, contact us at info@tagtoday.net

2022 State of the Fight2021 State of the Fight

 

Attendees for previous briefings included: 

ANA   Anzu@2x   amazonadvertising   Confiant   Criteo_logo21   Dentsu
                     
DoubleVerify-logo   Google   human-security-logo-black   IABCanada-Logo-blackblue   IAB_Tech_Lab   iab-logo-black
                     
IndexExchange@2x   InMobi Logo_Colour   InSkin   IAS   IPA   Kroger
                     
Magnite Wordmark-02   MediaMath-Logo-2021   Meta   Motion_Picture_Association_logo_2019   NBCU   omnicom
                     
OpenX_Logo   oracle-logo   pandora   Pinterest_Logo   Pixalate Logo   Publicis-Groupe
                     

sovrn

  Spectrum_Reach_RGB   Spotify_Logo_RGB_Green   teads   TheGuardian   themediatrust
                     
tradedesk   tripadvisor@2x   TwitchExtrudedWordmarkPurple   Verizon_2015_logo_-vector   Vevo@2x   Warnermedia
                     
Whitebullet   xandr-logo   Yahoo@2x