Interact 2017: DAY 1 / 23 May 2027

Revealing the New Rules of Engagement - Opening Session

We interrogate the forces that are reinventing the terms of engagement for brands online: from consumers’ demand for convenience and control to major shifts in privacy

legislation, new measurement paradigms and the creative challenge of disappearing screens.

Timing VENUE: NH Collection Amsterdam Barbizon Palace Prins Hendrikkade, 59-72. 1012AD, Amsterdam

10.15 – 10.20 PLENARY – St Olof Chapel Welcome & Introduction Constantine Kamaras, Chairman, IAB Europe

10.22 – 10.52 PLENARY – St Olof Chapel Trust and transparency in a turbulent world. The New Rules of Engagement Dominique Delport, Global Managing Director of Havas Group, Vivendi Board Member and Chairman of Vivendi Content Keynote and Q&A Over the past year controversy around trust, transparency, fake news and brand safety has dominated the headlines. Dominique Delport discusses how these debates will shape the way we do business.

10.54 - 11.24 PLENARY – St Olof Chapel Measuring the Future Gian Fulgoni, Co-founder & CEO, comScore Keynote and Q&A Arguably measurement is online’s key differentiator to other media. Yet is it also an Achilles’ heel? Is the increasing complexity and ever changing landscape making it too difficult for brand advertisers to fully control their brand experience? What can the digital industry do to bring trust and transparency easily to all?

11.26 – 11.51 PLENARY – St Olof Chapel Delivering Value in a Mobile-First World Nicola Mendelsohn, VP EMEA, Facebook

Keynote As the medium becomes the message, what role can brand content play in delivering value? Facebook’s VP EMEA asks what consumers want from brands in a mobile-first world – and how marketers can respond whilst building ROI.

11.53 – 12.23

PLENARY – St Olof Chapel Innovation is out, invention is in David Shing, Digital Prophet, AOL Keynote and Q&A How can we reinvent creativity for a world of transparent interfaces? A place where sight is joined with sound and motion and the screen, as we understand it, starts to disappear? Welcome to hearable, feelable and wearable technology—powered by data, intelligence, sensors and more. Digital prophet Shingy explores the implications for consumer behaviour – and the new creative canvas for brands.

*** L U N C H, 12.30 – 13.30 ***

13.35 – 14.35

PLENARY – St Olof Chapel Understanding why EU privacy policy is now business-critical Moderated panel discussion European regulators have data-driven advertising squarely in their sights. Privacy activists are winning more and more adherents to the idea that, with online tracking, our industry is on the wrong side of history. How did we get here? What is the way forward, especially as the gulf between Europe’s policy framework and that of the US seems to be widening? § Frederik Borgesius, Researcher, Institute for Information Law

(IViR), University of Amsterdam § Ingvild Naess, Group Privacy Officer, Schibsted Media § Thomas Duhr, VP, BVDW § Trevor Hughes, CEO, International Association of Privacy

Professionals (IAPP) (moderator)

14.37 – 15.02

PLENARY – St Olof Chapel The State of Online Ad Spend – AdEx Benchmark 2016 release Daniel Knapp, Senior Director, Advertising Research, IHS Markit

Creativity today and tomorrow – earning consumer engagement

Consumers love and remember great ads – but do they associate those experiences with digital advertising? We explore how to update creativity and re-earn audience

engagement. rom better use of data to definitions of value and a simplified digital supply chain.

15.05 – 15.55

PLENARY – St Olof Chapel Surprise and Delight through Data Five remarks and a moderated panel discussion Should advertisers be satisfied that ad blocking is plateauing – or do we need to push for a reinvigorated relationship with consumers? In this panel session, we explore how data can drive a shift from resentment of digital advertising to remembering great digital ads. § Nicolas Bidon, Global President, Xaxis

§ Willem Albert Bol, Creative Director, de Persgroep § Nick Hewat, Commercial Director, Guardian News & Media § Florin Sparatu, Digital Marketing Mgr, Orange Romania § Metin Çerasi, Head of Digital Strategy, Acelik Group § Tom Bowman, Digital Media Consultant, ShareActor (moderator)

15.05 – 15.55 PARALLEL SESSION – Prins Hendrick 2+4 Fact-checking the Digital Advertising Platforms in the Battle for Customers, Data and Money Presentation by Gemius How independent European research can help marketers and publishers separate fact from fiction when it comes to Facebook, YouTube and others. § Vesna GORDON, International Sales & Marketing Director, Gemius § Marta SULKIEWICZ, Business Development Director Advertisers, EMEA,

Gemius

*** T E A B R E A K, 16.00 – 16.30 ***

16.35 – 17. 35

PLENARY – St Olof Chapel Is complexity the enemy of quality in advertising? Moderated panel discussion In a world of complexity and incompatible standards, how can we get the clear view that we need to drive better advertising? We report on IAB Europe’s Quality Initiative, and explore the implications of new research for the industry’s measurement priorities. § Philipp von Hilgers, Managing Director, Meetrics § Sital Banerjee, Global Head of Media, Philips § Karim Attia, Chair, IAB Europe Brand Advertising Committee § Björn Kaspring, BVDW/IAB Germany Marketing Quality Group § James Harris, Global Chief Digital Officer, Carat § Suzanne McElligott, CEO, IAB Ireland (moderator)

16.35 – 17.35 PARALLEL SESSION – Prins Hendrick 2+4 Retaining Talent Town Hall § Anne Goodman, SVP Sales Enablement, BBC Worldwide § Chris Clarke, Chief Creative Officer International, Digitas LBi § John Montgomery, EVP, Global Brand Safety, GroupM § Anita Caras, Head of International Research and Consumer Insights, AOL § Marc Roos, COO, Improve Digital

17.40 – 18.10 PLENARY – St Olof Chapel A Digital Coming of Age Nigel Morris, CEO DentsuAegis Americas and EMEA Keynote and Q&A The advertising industry has always evolved – but it’s rarely had a tighter timetable for that evolution. Nigel Morris gives a global perspective on whether the digital coming of age is happening quickly enough.

18.10 – 18.15 PLENARY – St Olof Chapel Conclusion & housekeeping Reuben Milne

GALA DINNER 19.15 – 20.00

20.00- 23.45

VENUE: Maritime Museum – Kattenburgerplein 1, 1018 KK Amsterdam Gala Dinner Reception – Sponsored by Improve Digital Gala Dinner with MIXX Awards Europe and IAB Europe Research Awards Ceremony hosted by Ian Moore, Stand-up comedian

IAN MOORE’s BIO Ian Moore is a stand-up comedian, a best-selling author and columnist. Moore has achieved great success on the London and National circuits and is a regular headliner at London’s famous Comedy Store. Almost single-handedly leading the resurgence of all things mod, Ian splits his time between living in the South of France with his family and jet-setting back and forth to the UK. Besides being a regular on BBC 5 Live’s Fighting Talk and BT Sport’s The Football’s On, Ian performs at a large number of corporate events ranging in size from 12 people in a hotel suite for Harley Davidson through to thousands of people at the Excel Arena. One of the most in demand corporate awards hosts and after-dinner speakers, Ian Moore is also a best-selling author with his novels “A La Mod” and “C’est Modnifique – Adventures of an English Grump in Rural France”.

*** E N D O F D A Y O N E ***

Interact 2017: DAY 2 / 24 May 2017

Timing VENUE: NH Collection Amsterdam Barbizon Palace Prins Hendrikkade, 59-72. 1012AD, Amsterdam

9.00 – 9.05

PLENARY – St Olof Chapel Welcome & highlights from Day 1 Constantine Kamaras, IAB Europe Chairman

Building a commercially viable digital ecosystem

Advertising business models are under increasing pressure. We explore how to re-align the value chain and balance profitability and transparency for advertisers, agencies, media owners and ad tech

businesses. What does a commercially sustainable digital ecosystem look like? 9.07 – 9.32

PLENARY – St Olof Chapel Attribution Models: Insights, opportunities and application Presentation A profusion of technology suppliers means that measuring and optimising advertising performance is more challenging than ever. How can marketers choose the right approach to attribution? § Thomas Park/ Product Director, TPAS and Measurement, Adform § Peter Loell, Director, Annalect

9.34 – 9.54

PLENARY – St Olof Chapel Delivery Chain Quality Fireside chat with Anne Goodman interviewing Major advertisers have lost patience with the digital advertising delivery chain as it stands. What are the minimum standards they want applied? And what’s a sensible roadmap for putting them in place? § Alex Tait, formerly Marketing & Digital Director, UK & Ireland Media Director,

Unilever § Anne Goodman, SVP Sales Enablement, Ad Technology and Operations, BBC

Advertising

9.56 – 10.56 PLENARY – St Olof Chapel Delivery Chain Quality Part II Four short speeches and a moderated Q&A Our panel discuss the state of the digital advertising delivery chain – and how it must evolve in response to advertiser demands. § Nigel Gilbert, VP Strategic Development EMEA, AppNexus § Neil Bowman, VP, Advertising Technology BBC Worldwide § Dino Bongartz, Vice-Chair Programmatic Trading Committee, IAB Europe, CEO The

ADEX GmbH § Ari Paparo, CEO, Beeswax § Stephan Noller, Founder & Manager, uBirch GmbH (moderator)

*** C O F F E E B R E A K, 11.00 – 11.30 ***

11.32 – 11.57 Matt Brittin, President, EMEA Business & Operations, Google

Keynote and Q&A

12.00 – 13.00 PLENARY – St Olof Chapel Data Differentiation and the Real World Four case studies and a moderated panel discussion Data has become an essential currency in digital advertising – but does the way that it is used always make commercial sense? Is narrower targeting always better? Do personalised audience experiences add up? We look at the most commercially savvy uses of data, with case studies and debate from industry experts. § Stephan Noller, Founder & Manager, ubirch GmbH § Jochen Witte, VP Transformation, Admeira § Anita Caras, Head of International Research & Consumer Insights, AOL § Anthony Rhind, COO, Beamly § Rhys Nölke, Senior VP Strategy, RTL Group (moderator)

***L U N C H – 1 3.00 – 14.00 ***

14.05 – 14.55

PLENARY – St Olof Chapel Balancing transparency, profitability and audience value Presentation by Accenture & Karmarama, followed by a moderated panel discussion Agency business models have always evolved – but that evolution needs to catch up quickly with the ecosystem of 2017. Demands for trading transparency and measurement clarity demand a redefinition of what agencies are paid for – and how that performance is measured. Dependence on new technology platforms and the importance of data ownership bring new commercial considerations with them. What does a sustainable and correctly incentivised agency model look like? § Anatoly Roytman, Managing Director and EALA Lead, Accenture Interactive § Jon Wilkins, Managing Director and Executive Chairman, Karmarama § John Montgomery, EVP Global Brand Safety, GroupM § Guy Phillipson, UK Chairman, iCrossing § Jacob Lachmann, CEO, AudienceProject § Nigel Gilbert, VP Strategic Development EMEA, AppNexus (moderator)

14.05 – 14.55

PARALLEL SESSION – Prins Hendrick 2+4 Town Hall Tackling user experience issues – news from the front § Dave Grimaldi, IAB US & Chairman of the Coalition for Better Ads § Leigh Freund, President & CEO, Network Advertising Initiative (NAI) § Oliver von Wersch, von Wersch Partners § Julien Gardes, GM Southern Europe, Adform

Navigating the Future – thriving in an era of disruption

The New Rules of Engagement bring challenge but also opportunity. In these closing sessions, we explore the actions that agencies and advertisers should adopt now, to anticipate consumer

behaviour and unlock new routes to engagement and growth. 14.57 – 15.37

PLENARY – St Olof Chapel Transformation and disruption at the speed of light: lessons from 17 years of tracking digital § Jeffrey Cole, Director, Center for the Digital Future, Annenberg School for

Communication and Journalism, University of Southern California Keynote and Q&A Looking at 17 years of tracking digital across 35 countries, Cole looks at why most companies cannot turn themselves around even when they know disruption is coming. Why are some of the most successful companies in history facing greater challenges than any other company ever has, and how will they deal with those challenges? Why will some companies continue to be vital while others become historical footnotes?

15.39 – 15.54 PLENARY – St Olof Chapel Video Advertising Short keynote What happens when digital, programmatic and TV collide? Nicolas Mignot will ask what the future holds for the original video channel, and what addressable TV means for its role in media strategies. § Nicolas Mignot, SVP Key Account Sales & Solutions, Freewheel

15.56 – 16.11 PLENARY – St Olof Chapel Voice Advertising Short keynote We are entering a voice-activated world where AI-driven assistants like Alexa become the primary means of navigating the web – and ears become the key interface between consumers and content. From digital radio and podcasts to music streaming services, the demands of voice search and the potential of voice advertising, Stuart Mays explores the possibilities. § Stuart Mays, Director of Commercial Strategy, Global, the Media & Entertainment

Group

16.13 – 16.27 PLENARY – St Olof Chapel Video Advertising Short keynote How do advertisers best negotiate a myriad of new considerations for video – from the balance of premium and social to mobile formats, autoplay and the great sound on/sound off debate? We identify the key trends – and the brands getting online video right. § Nick Reid, Managing Director, TubeMogul

16.29 – 16.44 PLENARY – St Olof Chapel Ad Wars III: The Data awakens Short keynote The meaning of mobile has changed fundamentally in the last 10 years. Its capability and centrality to consumer lives has evolved beyond recognition from a decade ago. What are the next changes in consumer behaviour – and how must the advertising industry respond? § Oliver Kanders, Director of Market Building & Marketing, zeotap

16.46 – 16.56 PLENARY – St Olof Chapel Wrap-up § Stephan Noller, Founder & Manager, ubirch GmbH § Nigel Gilbert, VP Strategic Development EMEA, AppNexus § Anne Goodman, SVP Sales Enablement, Ad Technology and Operations, BBC

Advertising

*** 17.00 – 17.30 COCKTAIL RECEPTION END OF DAY 2 ***

Interact 2017: DAY 1 & 2 / 23 May 2027

TRAINING SESSIONS

Timing 11.00 – 11.45 TRAINING SESSION – Prins Hendrick 2+4

Policy Training: Proposed ePrivacy Regulation Matthias Matthiesen, Senior Policy Manager, IAB Europe By participating in this session, you agree to IAB Europe’s use of your attention to deliver information for the purpose of raising awareness about the next iteration of the European Union’s cookie law. The newly proposed EU ePrivacy Regulation will replace the infamous “Cookie Directive” and may introduce prohibitive requirements for the use of cookies and other online identifiers, as well as force browsers to actively block online data collection.

12.00 – 12.45 TRAINING SESSION – Prins Hendrick 2+4 Policy Training: General Data Protection Regulation Matthias Matthiesen, Senior Policy Manager, IAB Europe

Does your business process data? Then this session is a must see! In exactly one year the EU’s new General Data Protection Regulation will redefine the rules for legal data processing in the European Union and beyond. This session will give you an overview of what this comprehensive new data privacy law means for the digital advertising industry and what IAB Europe is doing to prepare the industry.

15.45 – 16.15 TRAINING SESSION – HENRY HUDSON 2 Educations and Training: Digital 101 & Introduction to Programmatic Advertising Courses – ONLY ON DAY 1 Dr. Ionel Naftanaila, Business and Technology Director, IAB Europe Are you struggling to get skilled colleagues to join your teams? Digital advertising skills are seeing a shortage, no doubt about it. Digital advertising is also intricate, however, and many professionals looking towards this fast-expanding field find the sheer amount of acronyms, interactions and the various intricacies underlying it truly daunting. The courses developed by IAB Europe seeks to alleviate some of the pressure associated with starting in Digital Advertising, whether you're an individual looking for a career track change, or an organisation focusing on training a team top-notch professionals. Join this session to learn more about IAB Europe’s efforts to bridge the gap!

TECH DEMO

15.45 – 16.15

TECH DEMO SESSION – Prins Hendrick 2+4 Mixed and Virtual Reality content – By AOL Arthur Tindsley, Creative Technologist, AOL AOL's Creative Technology team will be showing off their latest Mixed and Virtual Reality content. There will be a chance to experience their latest Smurfs HoloLens project and immersive yourself in RYOT journalistic content on a Google daydream.