Agenda – Day 1 – Nextv Ad USA

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Nextv Ad USA - Agenda Day 1 - Tuesday, December 6th

11:00 - 11:45 AM (EST)
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The growing market of MVPD-powered national addressability

  • Making a larger portion of programmers’ inventory available on addressable
  • Cross-screen addressability over traditional and connected TV
  • Target audience segmentation and data matching solutions
  • The quest for real-time linear TV ad targeting based on viewing data

11:45 - 12:00 | 15 min

Break & Networking

12:00 - 12:45 PM (EST)
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The rise of CTV advertising

  • Enablement of households with addressable-compatible CTVs
  • AVOD and FAST business models on Smart TVs
  • New targeting capabilities triggered by advances in ACR technology
  • Programmatic sales strategies

12:45 - 1:00 | 15 min

Break & Networking

1:00 - 1:45 PM (EST)
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Broadcast TV and the roadmap to advanced advertising

  • Advanced ad offerings and capabilities from OTA networks
  • MVPD trials and partnerships
  • Enhancing user experience in cross-platform environments
  • Addressable TV for reach extension, frequency management and creative versioning

1:45 - 2:00 | 15 min

Break & Networking

2:00 - 2:45 PM (EST)
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Understanding audience behavior and measuring convergent TV ad performance

  • Measurement innovation and alternative currency strategies
  • Driving ad efficiency to increase both advertiser and viewer engagement
  • Cross-platform frequency capping
  • Industry standardization efforts: Blockgraph, Project OAR, OpenAP, Go Addressable

2:45 - 3:00 | 15 min

Break & Networking

3:00 - 3:45 PM (EST)
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Welcome to the era of ad-supported streaming

  • Premium content availability, ongoing cord-cutting and SVOD stacking fatigue driving adoption and spending on ad-supported streaming
  • Audience, demographic and behavioral segmentation for inventory packaging
  • Avoiding duplication in cross-platform reach and frequency measurement
  • Brand safety and privacy compliance in a cookie-less future

3:45 - 4:00 | 15 min

Break & Networking

4:00 -4:45 PM (EST)
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The buy side’s perspective: what marketers want

  • Measurement, attribution and ROAS expectations from advertisers
  • Matching anonymized household TV viewing data to third-party datasets
  • Collaboration between MVPDs and CTV to enable national addressable TV ads
  • SASO, MASO, DAI and dynamic audience acquisition techniques and tactics