Panel Discussion “How are these women in programmatic using data to manipulate us?” IAB Digital Summit, 1st of March 2018

Introducing... Amanda Louw Bester Pragmattica Consulting Sturae Hickley Mark1 Sudasha Vandiar Sprout Performance Partners Ashleigh Footit Spark Media Jessy Severins Gumtree Media Sudasha:

The not-so-new buzzword. Data The not-so-new buzzword. Jessy: Introduce ladies. last year presentation about data / audience, now joined forces with more ladies With all of the publicity around Data, everyone in this room is probably thinking they should use data more. Our objective with our time today is to share some of the thinking about how data and its technology can change the way we interact with media, use programmatic. It can even change the way we go to work or the way we live our lives.

The not-so-new buzzword. Data The not-so-new buzzword. Definition noun facts and statistics collected together for reference or analysis. What is data? - Definition on screen Q: How come data is still a buzzword? Amanda: Seems to be the current annual theme. Everyone knows the importance but they’re not sure what they would use the tech for. Sturae: Data is a buzzword for now and will remain one for a while. I think this is just the beginning of data and it is moving into the direction of becoming the core of all things. Q: How do you see data is currently used in media? Q: Why is data not where it should be? Is the technology too expensive, is there a skillset shortage? What is needed to move data from being a buzzword to a commonly used tool?

State of the media address. #SOMA State of the media address. Q: If you had to summarize our state of the media nation, what does it look like? / How are we using data in Media? Do we feel that way about SOMA? Are there enough changes happening? Ashleigh: Pubs used to keep to themselves - was refreshing to hear them share ideas, stand up against duopoly Do we have any examples about how data is used in our current industry, international or local? Sturae:. Brand example. Ashleigh: publishers point of view - data to guide our content strategy. analyse our audiences by understanding content and demographics. We then produce more relevant content accordingly. commercial point of view we don’t run any display campaigns without a data layer. Amanda: After Ashleigh and Sturae’s comments, I’d like to mention a tech partner who uses a CDP - Customer Data Platform to achieve a “Single View” and how it compares to a DMP. Q: Statement: How much longer can Media companies get away with not personalizing their content yet?

Right ad, right user, right time should be the minimum expectation. Programmatic Right ad, right user, right time should be the minimum expectation. There’s still a lot of industry talk about right ad, right user, right time and the right way to get there is data.. but Is it a standard already? Q: Programmatic advertising is already super data driven due to the auction & bidding kinda setup. how can we use data better in programmatic? Agency? Publishers? Q: Small vs large? GA360 and DMPs costly. What are their options? What is the silver bullet? If you could do one thing as a publisher, agency or client, what should it be? Or is it more a combination of things: Publishers: If you have insightful audiences + demographics and you can monetize them Agencies: If your client has CPA data / monetary values.

Artificial Intelligence Intelligence not by humans. Definition noun the theory and development of computer systems able to perform tasks normally requiring human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages. [Intro Jessy] Artificial Intelligence is already used a lot in the products we use on a day to day basis. If Google and Facebook use it and we use Google and Facebook, we indirectly use AI. AI can help finding patterns in an automated way and therefore it can also help to predict trends. In for example Media Buying or Floor Pricing this is already put in to play. Publishers already receive some basic insights from Google on what their floor prices should look like. How will AI help us to be more efficient in Media and advertising? Will it help us or replace us? Will we have more tools in our workspace and less people?

Sophia the Robot She could be our next Content Manager, Media Buyer or CTO. What role do you think she’ll play and why? Ashleigh: career path - in the beginning more Campaign manager but can grow into more senior role while the AI develops Will robots walk among us like in Surrogates? One final question: Name one thing that we humans do that cannot be replaced by robots. Ashleigh: making babies Amanda: We could fall in love with robots, they couldnt fall in love with us Sturae: Cutting her hair ***Being creative or throwing a surprise birthday party***

Sudasha Vandiar Jessy Severins Ashleigh Footit Amanda Bester Sudasha@sprt.co.za jseverins@ebay.com af@sparkmedia.co.za Amanda Bester Sturae Hickley info@pragmattica.co.za Sturae@mark1.co.za