Highlights Day 1

The welcome message was in charge of Mariate Arnal, president, IAB Mexico; Gabriel Richaud, managing director, IAB Mexico and Randall Rothenberg, President & CEO, IAB.

During her participation, Mariate Arnal addressed three priority issues for this edition of the Global Summit: Ecosystem & Collaboration, in which she highlighted the great opportunity the industry is experiencing at a global level to lead the course it takes and lead to change. Education / Skills, she spoke about the professionalization of existing talent according to new industry needs: “Training is essential for advertising and digital marketing professionals, we cannot assume that the knowledge acquired will always work to face the challenges of the future". Finally, she stressed that, in the Social Impact category, the searches of the Mexican Internet user have a special interest in gender diversity.

Gabriel Richaud addressed a bit of history during the 14 years of IAB in Mexico in an introductory way, to give way to the global landscape the industry lives in our country, and the objective of the association based on the 5 existing opportunity areas.




In his participation, Randall Rothenberg, thanked the willingness of collaboration of the attending countries because “this kind of events enrich our industry, we have the opportunity to listen to the ideas of other regions and analyze problems that we often find ourselves oblivious. It's in this kind of events that we can make a common front to the challenges that our industry faces today”.

IAB Global Collaboration.

Panelists:
Cristiane Camargo - IAB Brasil
Sonia Carreno - IAB Canada
Olga Britto - IAB Colombia
Miranda Dimopoulos - IAB India / SEA
Jon Mew - IAB UK
Gabriel Richaud - IAB Mexico

During the first panel of the event, the opportunities for global industry growth were discussed. Participants talked about how to collaborate between IABs of different regions since the Interactive Advertising Bureau has presence in 47 countries but it looks like the chapters have no communication between them and a common purpose.

"Some members have business operations in other countries, what would be the possibility to collaborate with the support of IAB's global board?" was the question that Cristiane Camargo posed to the panelists.
"There's a feeling of isolation vs. independence, but the intention is to work together as IABs" - Miranda Dimopulous

IABGS Sponsor participation, Google:

Lina Ornelas approached Google's agenda in a global view, two points are crucial for this year:
Women empowerment in the media industry
"Since 54% of women have felt vulnerable in the workplace in the advertising industry, Google Mexico became the first Google’s office to sign a local commitment with UN Women".
Ads Transparency, Choice & Control
"We work in a complex environment, we need to find the inclusion of our users with technology, media, advertising and regulation. This is an affair of all of us".
Lina Ornelas emphasized the importance of users having entire control of their data and privacy.

Public Policy

Panelists:
Alexander Propes - Sr. Director, Public Policy & International | IAB
Dave Grimaldi - EVP, Public Policy | IAB
Gai Le Roi - CEO | IAB Australia
Sonia Carreno - President | IAB Canada
Filip Sedefov - Senior Manager, Privacy & Data Protection | IAB Europe

The discussion of public policy around the ecosystem was the central point of this panel. The panelists agreed that if there is a compliance mechanism in place that all markets can agree to, the industry would be best served. Also, they talked about the need to collaborate with the government in each country.
"Internet requires data, data requires trust, legislation reinforces trust. There is noise all around but there is little legislative action" commented Dave Grimaldi.

During his participation, Alex Propes, approached the theme of personal data and privacy in the CCPA: "A business is required to create a separate “Do not sell my personal information” web page with a clear and conspicuous link from their home page that directs California consumers, or a person authorized by the consumer; to opt out of the sale of the consumer's personal information."

Sonia Carreno exposed the vision of Canada in 4 key messages: 1) Our Government is Talking to your government; 2) There is no hierarchy for problem solving in the current game of precedent-setting local regulation (the government is looking for adequacy); 3) Common messages (where possible) for government AND for External end stakeholder/industry relations; 4) Our local trade association relationships.

Gai Le Roi and Filip Sedefov agreed there is a very tricky position for IAB; anything in terms of self-regulation is seen by their members as a political move.

IABGS Sponsor participation, Facebook:

Brad Weltman, Director - Privacy Policy Engagement, brought to the assistants Facebook's vision in terms of data privacy and protection of the users. He also commented on the position of the brand and the actions they are taking to innovate the experience of the users with new trends like storytelling and verifying information with the purpose of elevating the credibility in the platform. "We are building products that offer users transparency."

Guest Speaker: Jeffrey Cole, Director & CEO, Center for the Digital Future at USC Annenberg

In “Transformation in the media & entertainment industry”, Jeffrey Cole brought to the assistants a detailed vision of how the entertainment industry is evolving with platforms like Netflix, Disney+ and HBOGo.
He commented that a new TV era is coming soon, in November 12 with the launch of Disney+, which will provide its users all the successful movies Disney has in their history as well as new content; he predicts it will be bigger than Netflix in less than 24 months.
Cole also approaches the audience 5 points he considered Netflix would have to do in this scenario: 1) Less but better content. 2) Start paying the creative people on the shows; share a part of the profits. 3) Build up their own libraries (instead of cancelling series). 4) Consider advertising (pre-roll/post-roll). 5) Pick up and form relationships with all content providers.
"The term OTT is obsolete; streaming is the term we should be using today".

IABGS Sponsor participation, TAG:

During his participation, Mike Zaneis talked about how the TAG Community is turning the tide on fraudsters and pirates. "It is necessary to connect and educate the industry about the different problems that are connected in terms of Brand Safety"
About this, Zaneis commented a few points that are relevant for the industry in terms of Brand Safety: Ad revenue flowing to pirate sites has been reduced by 48 to 61 percent.
Brand advertisements no longer appear in the U.S on pirate sites at volume, representing a 90% decrease from just 2 years ago.
Industry leaders are stemming the flow of ad revenue to mobiles apps with pirated content.
Also, he talked about the Brand Safety Institute, which was founded to professionalize and advance the executive capacity needed in every company to protect their brands through research, accreditation, networking, and education.

Digital Advertising Value Chain

In his participation, Shailley Singh, VP Product Management, talked to the audience about 5 points that are a priority at the IAB Tech Lab: Industry Transformation; Digital Advertising Value Chain; Tech Tax?; Importance of Data: People based strategies and Measuring and valuing digital advertising. In this sense, he commented that the advertising industry has been radically transformed with the growth and evolution of automation, "we have new changes: Technology Partners for execution; Availability of unprecedented data; DTC Trends: People based strategies; Third party services; Massive Scale and low bar to monetization; Ad fraud; Brand Safety Challenges".

Ad Technologies

Ad Technologies was the 4th track in this Global Summit, Dennis Buchheim
EVP & GM, IAB Tech Lab /AD Tech, approached the topic to the audience.
With the Tech Lab's vision: why we do what we do, Buchheim gave some main points to work in 2019:
Identity, Data & Privacy; Brand safety & Ad Fraud; Ad Experiences & Measurement - LEAN revised plan including tools; Programmatic effectiveness - supporting TAG Business transparency. BLOCKCHAIN - privacy chain development & applications of blockchain to transparency use cases.
"We have to enable growth and trust in the digital media ecosystem"

Aeromexico, DNA Discounts case:

The IAB MIXX Awards is the platform that recognizes the best campaigns and Digital Advertising pieces in México. It gathers the most important agencies, publishers and brands of the industry. In 2019 the Best in Show award went to Ogilvy Mexico, with the "DNA Discounts" case. Carlos Meza, Creative Director and Julián Esbri, Head of Data & Analytics, Ogilvy; presented the winning case and explained how Aeromexico dealt with racism problems in USA using creativity and data. Parting from DNA tests made to American citizens, Aeromexico calculated a discount in flight tickets to Mexico, corresponding to the same Mexican percentage found in their DNA.

Panel: Education & Professionalization

Panelists:
Olga Britto - Managing Director, IAB Colombia
Sheryl Goldstein - SVP Member Investment and Marketing, IAB
Claudia Ponce - Education Manager, IAB Mexico
Neslihan Olcay - President IAB Turkey and CEO Wavemaker Turkey
Yuji Uemura - Managing Director, Japan Interactive Advertising Association

Education is a global topic for IAB. During this panel, the different participating regions talked about the problematics each face within this topic.
"We have a rare opportunity of understanding the industry in multiple ways and getting our people to understand.", Sheryl Goldstein, IAB USA.
Goldstein commented that in USA the certification programs has been going down, but other kinds of education programs are going up. She also shared some practices that have been successful in their market, such as adding training to their events.
Claudia Ponce emphasized that language has been one of the biggest problems to deal with in Mexico. Despite this, she commented to the audience that professionalization is one of the five opportunities areas in Mexico’s agenda.
"In Mexico, we have an education framework, which helps us as a roadmap to professionalize the industry"
In Turkey's case, Neslihan Olcay, puntualized two biggest problems: number of people in their staff, they are only 5 persons, despite this, they translated the certification guide to Turkish.
The panelists agree to find new ways to make easier the education work in a global level. They will stay in communication between IABs in way to find a better moment in each region to maximize the capacitation of the industry.

Solutions for the Digital Marketplace
Randall Rothenberg, CEO IAB.

In "Solutions for the Digital Marketplace", Randall Rothenberg, CEO IAB, took the audience on a journey through the entire context of the work in IAB. He talked about how IAB has been methodically building capabilities for 13 years, also showed the audience a new marketing model founded on the centrality of data: "New marketing modelling is being fueled by data and enabling capabilities, advocacy, standards, education, thought leadership, and networking".

"New marketing model:
Anchored around capturing the buyer at the point of need.
Focused on "through the line" branded experiences.
Dynamic, always on, and iterative.
Focused on provoking content, community and commerce.
More integrated brand planning and activation programs."

Randall explained how the new model is joining automated data-gathering and delivery mechanisms to engagement mechanisms that enrich and add to consumer data pools, in this sense, he gave the audience 9 points to remember in this new model of marketing: "CAC-to-LTV is the new purchase funnel; Direct brands consumers are consuming the world on mobile devices; Storytelling get more acquisitions more cheaply; Community turns CLC into LTV; For disruptors, branding must perform - and vice versa; Direct brands are becoming media promiscuous; Omnichannel shopping is the new normal; Fast is the new fashion, in every category; 2-day delivery is a cost-of-entry standard for brands".
In the second part of his presentation, Randall resumes the work of IAB solutions: "IAB will be the ecosystem's solution architect".

Global Collaboration (part. 2)

In a dynamic of real global collaboration, all the participants formed groups to discuss 5 topics: Social Impact, Value Chain, Education, Measurement and Public Policy. They had to find, in 30 min., solutions for those topics with a global vision.
Social impact: The group focused on including more diversity, talked about having more women on stage in the industry scenery; the members of the team proposed the creation of a global database with speakers from different countries to make recommendations between them.
Education: The group discussed how to professionalize coaches, and to think about new ways to spread education programs, maybe with the help of some platforms with global presence, they proposed video and audio training. The first step would be to know which tools are available in each country. The group also proposed the creation of a global committee.
Measurement: The group divided their conversation in two points: to focus on how to collect marketing information in each country and how much money they have; then, with this information start to talk with their own audiences. They propose to have communication, one person per country, with IAB Tech Lab, because collecting trustworthy information in each country is their first problem.

Public Policy: The group shared their vision about few topics: research data, privacy and advertising for children. They said that a first step will be to collaborate in the Global Study 2020, to expand the topic with the efforts each country is making, like tools that other countries could use.

Gabriel Richaud closed the event sharing the answers of a small poll about how many days the Global Summit should last, to which the audience has agreed it has to be in 2 full days.