The Data Dilemma: Brands Demand Ad Tracking and Monetization

This facilitated group discussion, hosted by the Interactive Television Alliance (ITA) and Ad-ID, a joint initiative between the American Association of Advertising Agencies (4A's) and the Association of National Advertisers (ANA), examines real-world experiences in tracking advertising and sponsor-driven creative across TV and multiple companion platforms, using Ad-ID. As Ad-ID use accelerates, agencies and brands are gathering data and refining their approach to TV interactivity. The session will address the overall TV/video tracking landscape from both the agency and brand POV, interlacing mini case studies with dialog. What works? What doesn't? Who is making money and how exactly? Where are the emerging dollars in tracking and data? And how will the various players win with these tools?