The Universal Potential of Context, Creative, and Attention
Nov 10, 2022 / 2:00 - 2:30 PM EST
Overview
The focus on the attention economy in digital advertising is becoming sharper. With the advent of the cookie and personal data, successful marketing campaigns will need to capture the consumer’s mind through creative, context, and attention. Join Angelina Eng, VP, Measurement & Attribution at IAB, Phil Schraeder, CEO GumGum and Rob Hall, CEO Playground xyz as they discuss how contextual technology, attention measurement, and optimization solutions are being combined to help advertisers future proof their attribution strategies by moving beyond basic viewability metrics to better understand the true effectiveness of digital campaigns.
A seasoned executive with 24+ years of digital media, marketing and operations experience, Angelina Eng has focused her career on supporting agencies and brands to define, build and manage digital media and marketing efforts while enabling teams to operationally work efficiently and effectively with both internal and external partners and platforms. She’s been responsible for the development and management of internal systems and workflow, establishment of deliverable standards, designing ad trafficking and tracking guidelines, implementation of emerging platforms, as well as establishing best practices at companies such as Morgan Stanley, Merkle, Dentsu Aegis and Publicis Modem.
Over the years, She has been involved with multiple organizations and events to help define, establish and advocate some of the industry standards that we see in today’s digital media ecosystem (such as ad verification/brand safety, ad fraud, viewability and programmatic, social, etc)
Angelina has been awarded the AdMonsters 2018 Power List, IAB Data Rockstar 2016 and AdMonsters Digital Media Leadership Award 2016.
Phil Schraeder is an executive and recognized thought leader in digital advertising and contextual technologies…who loves fashion and EDM music. As CEO of GumGum, Phil believes that we don’t need to know who people are in order to deliver relevant, engaging and effective digital advertising. Phil is passionate about making advertising experiences better for consumers by ushering the industry into mindset-first, privacy-forward solutions in an exciting and fast-moving digital ecosystem.
Rob Hall has spent many years in the advertising industry and saw an opportunity to bring the art and science of effective brand building together and founded Playground xyz in Sydney in 2015. 7 years later the business has 135 employees, offices all around the world and is the leader in attention based advertising solutions.
Playgrounds technology helps advertisers and publishers measure and maximise attention on their campaigns. The company was acquired by GumGum in December 2020 where Rob now serves as the CEO of Playground xyz and the Global President of Attention at GumGum.
Rob is passionate about consumer behaviour and psychology, advertising technology and, of course, the quest to earn precious attention for brands.
