Marketers have been on a digital transformation journey over the course of the last few years, across not only their owned assets but also their digital marketing strategies. This journey has seen them take control and ownership of a number of their key digital marketing technologies and relationships. As part of this, one of the most important relationships they are beginning to own directly is their media quality technology provider.
2017 was a turbulent year for the digital marketing industry with Brand Safety concerns being right at the forefront of the CMO’s marketing challenges. It’s not just a ‘nice to have’ anymore, it’s a major part of all media investment decisions.
For Westpac Group, being Australia’s oldest bank, brand reputation/equity is of the utmost importance and is something that all internal stakeholders are aware of. This session will explore how Westpac Group has faced this Brand Safety challenge head on by maintaining a thorough prescription of communication, partnerships and most importantly, technology.
Nick Barnett, Head of Digital Performance and Programmatic Sales, Westpac
Andrew Gilbert, Sales Director ANZ, Integral Ad Science