MARCEL LEONARDI – GOOGLE
PAULO RAMAZZA – MAGAZINE LUIZA
The attribution models are turning into vital part of the future of digital marketing in the perspective of more complete and deep measurement plans, and quickly growing in priority within many companies of the world.
With the advance of the technology and the with needs of the ones managing marketing campaigns, many approaches were developed, from the most basic to the most sophisticated ones, each one with its strengths and weakness. The objective of this committee is freely debate on the theme, providing contents that qualify the associates on the introduction and/or evolution of the models within their action vertical. Bringing more analytical capacities to the market for verification of the return and study of the consumers’ journeys.
Brand Safety and other verifications
VITOR BELLOTE – OATH
The proposal of the 2018 committee is showing the market the different formats existing in the advertising delivery verification in digital vehicles, helping the advertisers and agencies to understand the online environment with deeper and with more transparency.
JOSÉ CALAZANS – NIELSEN
The IAB Brazil Cross-Platform Metrics Committee has as main objective being a forum for content audience metrics and interactive and cross media advertising. In 2018, the committee is going to work for aligning the Brazilian market with the project of 3MS/MRC/IAB U.S. initiative of changing the way interactive media is measured, planned and negotiated, making it more transparent and comparable.
Efficiency of the Campaign
PATRICIA GARRIDO – FACEBOOK
The next step of the digital is going to happen when its efficiency is measured in a consistent way, from pre-established objectives and business-related criteria. The efficiency of the campaign cannot be assessed only as delivery quality or media cost, that is a very limited view. It is a fact that we have technical challenges in the digital measurement, but we also have opportunities at our reach, we only need to use them daily.
LUCIANA BURGER – COMSCORE BRAZIL
With the exponential growth of the mobile base connected in Brazil, we have as consequence the strategies based on Geolocation as one of the topics highlighted. Thinking about that, we created a specific committee for discussing initiatives which can help the market to make the best use of this technology.
We will keep the focus in fomenting discussions, with different points of view, for unraveling applications possibilities, among them: how to use Geolocal for measuring On & OFF results, such as learning more about the users, understanding their daily habits and how to use this database for making a more efficient campaign activation.
We will have the mission of clarifying the main concepts and delivering materials which can help the market to make the best use of this technology.
We count on you to make it possible, inviting the ones interested to participate of the committee.
MARCEL LEONARDI – GOOGLE
In an industry highly impacted by technological advancement, paradigm shifts in the business environment need quick and robust legal responses to harmonize the relationship between agencies, advertisers, vehicles, and technology companies. The role of lawyers and lawyers working in the sector should be aimed at proposing innovative solutions that preserve the dynamic character of the market and at the same time provide legal security for business development.
Our vision is that we can foster the formation of this type of professionals and this type of conscience in companies, as well as to contribute positively to the regulatory and self-regulatory agenda of the sector, always being based on respect for Brazilian law, transparency and good faith of Trade, protection of fundamental rights, free enterprise, the global character of modern advertising and the encouragement of innovation.
In 2017, we will continue to foster discussions on topics such as taxation of online advertising activities, protection of personal data, intellectual property and image rights, responsibility for content of advertising and good practices in hiring agencies and digital advertising companies.
ADRIANO BRANDÃO – NAVEGG
Programmatic Committee represents the IAB and its three simultaneous vocations: being an industry representative, training professionals in the field and creating a conducive environment for networking and sharing ideas. But the very name of the committee poses an extra challenge: how to isolate the technology component of a naturally technological marketable marketplace like online advertising?
The group’s performance in 2017 reflects the need to be the focal point of traditional players in our market – vehicles, agencies and advertisers, all in search of the “cutting edge” – without losing sight of the fundamental objective of offering ourselves as Safe haven for a growing segment, that of technology suppliers.
In terms of representation, we will open space so that companies from the same area can meet and discuss specific topics, more freely; To meet the objective of education, we will help in reformulating and expanding the courses offered by IAB Brazil, so important for the market and, of course, the already established events and meetings of innovation remain firm.
The Publishers Committee proposes two different work fronts, being approached since 2016 and they had their concepts evolved and able to be discussed. The first presentation is about new IAB advertising formats based on the best user experience and applying LEAN and DEAL concepts. This movement is happening in the United States and very soon the global brands shall ask us to adhere. In the second one we will discuss Native content promotion models as effective tool, both inside our pages and for reaching audiences beyond our properties. New players and new models arrived to the country and we will understand what can be done in this field, mainly in mobile, where the Native has much synergy and our audience growths most. In the end, we will not forget to discuss the programmatic already known and its new paths in between. Besides, this is the industry area that most evolves.
Trends and Innovation
ANDRÉ SENE – OATH
The Trends and Innovations Committee has the mission of fomenting the experts community with new perspectives, so they will overcome challenges in their way and materialize trends according to their reality.