Math Men & Women took over the Signature Room at the 95th Floor of the John Hancock Center.
Leaders from Orbitz, Geomentum, Accuen, MediaMath & more ascended to the top of the Hancock to discuss how data is changing the game, central buying platforms are driving the industry forward (but are not all created equal), and when things will get simpler for marketers.
A few things revealed:
- Recent audit of audience data by Todd Curry, CDO @ Geomentum: 40% of Soccer Moms were male. 50% of seniors were under 50. Hmmm.
- Publishers, take note: auction model drives up yield. Insight by Chris Stevens, Sr. Director @ Orbitz.
- John King, VP Client Solutions @ Accuen: Data can change the marketing – like when good optimization can show that responders to a hearing aid ad are actually 30-somethings rather than their 60-something parents.
And our favorite:
“Having looked at all the [buying] platforms, MediaMath’s has solved it”
- Todd Curry, CDO @ Geomentum on the need for technology to help marketers understand what matters.