Measurement and ROI have historically been the Achilles heels of online video advertising. With multiple touch points and complex executions, many of the metrics currently in use just don’t give advertisers a clear picture of whether their ad dollars are moving the needle. This presentation will explore the tools and methods available to advertisers who want a fact-based understanding of the effectiveness of their campaigns, metrics that actually reflect consumer behavior and insight into how to optimize their campaigns based on the data that matters.

All too often, the topic of targeting is one that leaves those of us in the online advertising industry feeling squeamish, and it’s this attitude that has prevented many buyers from taking advantage of one of the most powerful and lucrative tools at their disposal. For savvy advertisers looking to recapture leads and boost ad effectiveness, precision marketing, including tools like retargeting, is an essential tool that some studies have shown is up to nine times as effective as un-targeted ads at converting impressions.

Exchanges, demand-side platforms and real-time bidding are the buzzwords du jour in online advertising, and they all promise to bring a new level of transparency, control, automation and efficiency to the ad-buying process. So what’s the difference between a DSP and an exchange? How do they compare to traditional ad networks? And most importantly, are these just the newest over-hyped technology or are they truly the future of buying ads online? Our panel of executives from throughout the value chain will answer these questions, sort through the hype and determine what effect demand-side buying will really have on the industry.

Beginning this September, online publishing giants CBS, AOL, MSNBC and Yahoo! plan to begin using ASq – a new technology that allows users to choose which ad they see before an online video clip, hopefully generating a more engaged user. However, some in the industry have voiced concerns that this is a misguided means of reaching consumers, and significantly overestimates the extent to which viewers will be grateful for the ability to choose what is still, in essence, an interruption.