IAB VLS 2023 Recap IAB, video leadership summit, vls

Video Leadership Summit 2023

July 17-18, Asbury Park, NJ

The IAB annual agenda-setting event for senior leaders across the converging TV and digital video space brought together 100+ participants from across the industry in Asbury Park, NJ. Industry leaders took a sobering approach to moving the industry forward – together. With an eye towards action and process, the leaders at the Video Leadership Summit outlined smart, sensible, measurable, and “doable” actions. IAB will take these action plans and build working groups to move towards success.

A Unified Industry Can Be a Growing Industry 

IAB Video leadership summit

Video Leaders Spotlights

Interviews

Innovation

Opportunity

Collaboration

Join industry executives in Marco Island, Florida, January 28-30.

IAB Annual Leadership Meeting 2024

Learn more

What's next?

Industry leaders and top executives discussed important topics in smaller breakout sessions.

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Gallery

Brian Kirk and the Jirks set the tone of the evening with covers of classic songs (before attendees joined in on the fun with karaoke)!

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Attendees capped off a full day of programming with bowling, networking, and more.

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Aaron Sobol

Head of US Media Investment and Partnerships, Unilever

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17%

Propensity modeling and predictive analysis

17%

Media or market mix modeling

23%

ROI / ROAS measurement

26%

Attribution: offline, online, MTA

40%

Data transformation and enrichement

41%

Data normalizing and cleaning

47%

Data privacy and compliance

47%

Data anonymization

DCR Use Cases

Consistent and flexible measurement is key to building trust across the ecosystem. There was universal consensus that getting the base layer of impression counting accurate, transparent, and known is the necessary foundational step to be agreed to before true cross-screen measurement can take hold.

Measurement

While there are several players and many paths to take to defining new currency grade data, it was unanimously resolved that whatever path a media company, brand, or agency decides to take, as a collective we must agree on collecting the same metadata as the underlying diagnosis of “truth.”

The "Currency Conundrum"

While attendees raised many of the concerns that impede the user experience, the team agreed to focus on frequency capping. This issue needs to be resolved within a media company and across media partners.

Create A Better User Experience with Streaming

Takeaway 5

Takeaway 4

3. Measurement

2. Currency Conundrum

1. Streaming UX

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Key Takeaways

Read blog

The IAB Video Leadership Summit highlighted the friction points that hold the industry back from reaching its full potential. Honest discussions, set up by panelists from across the ecosystem, enabled the 100 invite-only guests, who put aside their competitive spirit and agreed to sidestep the obfuscation of industry buzzwords, to come together to set an agenda for action.

IAB’s Video Leadership Summit: A Unified Industry Can Be a Growing Industry

Download report

After record-breaking growth in 2021, internet advertising revenue has slowed but still delivered double-digit growth in 2022. That’s according to the “IAB Internet Advertising Revenue Report: Full Year 2022,” conducted by PwC.

Internet Advertising Revenue Report: Full Year 2022

Download report

Now in its tenth year, the IAB 2022 Video Ad Spend & 2023 Outlook report provides a lens into the trends within the TV/video market and offers guidance for buyers and sellers on how they can position and differentiate their strategies based on the market opportunity.

2022 Video Ad Spend and 2023 Outlook: Defining the Next Generation

Click to learn more

Resources

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Learn more

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"[VLS] is an exciting opportunity to learn from some of the best and brightest minds..."

Aaron Sobol, Unilever

"We’ve been thinking carefully around innovation to make sure that we can deliver..."

Andrea Zapata, Warner Bros.

"As the world of linear and digital continues to merge and blur... how we measure that activity is a paramount to understand."

Dave Bolger, NFL

"It’s really just about getting the right people together to talk about hard stuff we gotta fix."

Evan Krauss, Index Exchange

"Right now I think there’s an opportunity to really clarify measurement and currency..."

Fernando Romero, TelevisaUnivision

Overview

Takeaways

VIDEO leaders spotlights

Gallery

Resources

ALM 2024

Opportunity

Collaboration

Innovation

Brian Kirk and the Jirks set the tone of the evening with covers of classic songs (before attendees joined in on the fun with karaoke)!

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Head of US Media Investment and Partnerships, Unilever

Aaron Sobol

EVP, Head of Ad Sales Research, Measurement and Insights, Warner Bros. Discovery

Andrea Zapata

VP, Consumer Media, National Football League (NFL)

Dave Bolger

SVP Global Buyer Demand, Index Exchange

Evan Krauss

SVP, Head of US Digital Ad Sales, TelevisaUnivision

Fernando Romero

Brian Kirk and the Jirks set the tone of the evening with covers of classic songs (before attendees joined in on the fun with karaoke)!

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Brian Kirk and the Jirks set the tone of the evening with covers of classic songs (before attendees joined in on the fun with karaoke)!

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Brian Kirk and the Jirks set the tone of the evening with covers of classic songs (before attendees joined in on the fun with karaoke)!

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"We can’t wait to accelerate and scale the volume and the adoption of new currencies with advertisers."

Maggie Zhang, Ph.D., NBCUniversal

"We really lean on the IAB Tech Lab and the IAB ability to create connected television standards..."

Kelly Metz, Omnicom Media Group

"AI is new and how to incorporate that and use that effectively is really important."

Julian Zilberbrand, Paramount

"This is an ecosystem that requires communication and cooperation..."

Jarred Wilichinsky, Paramount

"It’s very clear that entertainment that we’ve seen and lived in the past will not be the entertainment that we see moving forward."

Tim Natividad, TikTok

"It’s really critical in this industry that we stay on top of all the key topics that are challenging us right now."

Maureen Bosetti, Initiative

"Another one that’s sort of a big issue is around user experience. We have to continue to do better there."

Pooja Midha, Effectv

"We’re leveraging our analytics and our data for machine learning – AI tools to really help advertisers..."

Michael Scott, Samsung Ads

SVP Digital Ad Operations, Paramount

Jarred Wilichinsky

EVP Advanced Media, Paramount

Julian Zilberbrand

Managing Director, Advanced TV Activation, Omnicom Media Group

Kelly Metz

SVP, Measurement Strategy and Operations, NBCUniversal

Maggie Zhang, Ph.D.

Chief Partnerships Officer, Initiative

Maureen Bosetti

Vice President Sales – Brand, North America, Samsung Ads

Michael Scott

EVP, General Manager, Effectv

Pooja Midha

US Head of Enterprise Sales, TikTok

Tim Natividad

EVP, Head of Ad Sales Research, Measurement and Insights, Warner Bros. Discovery

ANdrea Zapata

VP, Consumer Media, National Football League (NFL)

Dave Bolger

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SVP Global Buyer Demand, Index Exchange

Evan Krauss

SVP, Head of US Digital Ad Sales, TelevisaUnivision

Fernando Romero

"We can’t wait to accelerate and scale the volume and the adoption of new currencies with advertisers."

Maggie Zhang, Ph.D., NBCUniversal

"We really lean on the IAB Tech Lab and the IAB ability to create connected television standards..."

Kelly Metz, Omnicom Media Group

"AI is new and how to incorporate that and use that effectively is really important."

Julian Zilberbrand, Paramount

"This is an ecosystem that requires communication and cooperation..."

Jarred Wilichinsky, Paramount

SVP Digital Ad Operations, Paramount

Jarred Wilichinsky

SVP, Measurement Strategy and Operations, NBCUniversal

Maggie Zhang, Ph.D.

EVP Advanced Media, Paramount

Julian Zilberbrand

Managing Director, Advanced TV Activation, Omnicom Media Group

Kelly Metz

"It’s very clear that entertainment that we’ve seen and lived in the past will not be the entertainment that we see moving forward."

Tim Natividad, TikTok

"Another one that’s sort of a big issue is around user experience. We have to continue to do better there."

Pooja Midha, Effectv

"We’re leveraging our analytics and our data for machine learning – AI tools to really help advertisers..."

Michael Scott, Smasung Ads

"It’s really critical in this industry that we stay on top of all the key topics that are challenging us right now."

Maureen Bosetti, Initiative

US Head of Enterprise Sales, TikTok

Tim Natividad

EVP, General Manager, Effectv

Pooja Midha

Vice President Sales – Brand, North America, Samsung Ads

Michael Scott

Chief Partnerships Officer, Initiative

Maureen Bosetti