Presentation: Breaking Down the Silos: Simplifying Audience-Based Advertising Across Planning, Activation, Optimization, and Measurement

Session details:

Consumers navigate media seamlessly, moving between linear TV, streaming, CTV, mobile, and digital video without a second thought. Yet most advertisers still manage campaigns across disconnected workflows, fragmented identity systems, and siloed measurement tools. The result: wasted spend, uneven exposure, and a consumer view that's anything but complete. In this session, Jenna Neumann, Director of Business Development at Claritas, and Justin Proffitt, Senior Director of Strategic Partnerships at Comcast Advertising, will make the case that the industry's core challenge isn't an inventory problem, it's a coordination problem. Drawing on decades of audience intelligence, they'll show how marketers can move from fragmented, handoff-driven processes to a connected system built for the way consumers actually behave.

Audience Takeaways:

• A clear understanding of why siloed planning, activation, and measurement workflows drive inefficiency and wasted impressions
• How identity-driven audience strategies create a unified consumer view across screens and channels
• Practical approaches to diagnosing and correcting reach and frequency imbalances in campaign delivery
• Why independent, cross-platform measurement is essential for accountability and what it looks like in practice
• A framework for building toward a connected advertising ecosystem where data, activation, and measurement work in concert