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The Future of the Web Expert Series

Data Privacy, Unified Measurement, 1P Data & Mobile

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4 sessions. 12 experts.

Incrmntal Logo
Measured Logo
Liftoff Vungle Logo
Singular Logo
Segment
Wag Logo

The Future of the Web is here – are your marketing efforts keeping up?

In this series, we dove deep into what the Future of the Web looks like, including the critical areas of unified measurement, collecting and utilizing first-party data, and an agile mobile strategy.

Plus, we were joined by expert partners across the privacy landscape, including incrementality measurement software INCRMNTAL, analytics platform Measured, mobile app optimization marketing and retargeting platform Liftoff, marketing analytics and attribution experts Singular, and customer data platform, Segment.

What You’ll Learn

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Forces at play in the Future of the Web and our big bets on what the next iteration of the web will look like
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Unified measurement in the age of privacy and the right models to use
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First-Party Data A-Z: How to obtain, farm, and cultivate 1P data in a way that builds trust
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Mobile signal loss in mobile, how to close the gap, and our predictions for the future of mobile user acquisition

Agenda

What Does the Future of the Web Look Like?

The web has been evolving at a dizzying pace over the past few years. Digital commerce is rising and becoming blended with digital marketing. The meteoric rise of digital grocery and Retail Media in the wake of the pandemic. Video vertical and UGC-style content dominating social platforms. And privacy changes dictating the way marketers reach their ideal consumer and measure that impact. There is lots to cover.

In this session, our expert walked through all of these changes, how we are thinking about the Future of the Web, and what your brand can do to be ready.

Nirish Parsad

Nirish Parsad

Practice Lead, Future of the Web

Tinuiti

The Future of the Web Requires Unified Measurement

Attribution has dropped significantly — 50% on some major channels — in the wake of privacy-driven signal loss.s. In response, your brand must change not only measurement practices to optimize media but add new tools to the kit as well.

In this panel discussion, we partnered with incrementality measurement software, INCRMNTAL, and cross-channel media measurement experts, Measured, to discuss the signal loss trends we are spotting , how to incorporate incrementality and media mix modeling into your measurement efforts, and the best way to utilize all of these tools in a unified way.

Doug MacDonald

Doug MacDonald

Associate Director, Marketing Science

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Annica Nesty

J. Annica Nesty

Group Director, Integrated Intelligence

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Maor Sadra

Maor Sadra

CEO, Co-Founder

Incrmntal Logo

Madan Bharadwaj

Madan Bharadwaj

CTO and Co-Founder

Measured Logo

The Future of the Web Will Be Driven by First-Party Data

We know that collecting and utilizing first-party data from consumers in a way they trust is critical for success in acquiring and retaining customers. How to do it successfully going forward is less clear.

In this session, we were joined by customer data platform, Segment, and our shared client Wag, to discuss how the pet caregiving mobile app has used event-driven data to fuel customer retention and how they’ve protected their owned data to build customer trust. We’ll wrap it all up with our expert advice on how you can do the same for your brand.

Mark Fillmore

Mark Fillmore

Group VP of Earned & Owned Media

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Kellie Collins

Kellie Collins

Associate Director, CRM & Email

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Jimmy DePetro

Jimmy DePetro

Director of Engineering

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Prasid Pathak

Prasid Pathak

Partner Marketing Lead

Segment

The Future of the Web Is Mobile

IDFA changes have flipped mobile measurement upside down, and looming changes promise more of the same.

In this session, we were joined by mobile app optimization marketing and retargeting platform, Liftoff, and marketing analytics and attribution experts, Singular, for a panel discussion about how to build a great measurement stack, the ways our clients are diversifying channels, and best practices for closing the signal loss gap on mobile.

Liz Emery

Liz Emery

VP, Mobile + Ad Tech

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Paul Bowen

Paul Bowen

GM Algolift (by Vungle)

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Ron Konigsberg

Ron Konigsberg

Chief Growth Officer

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