Despite the complexity and uncertainty encircling digital advertising and the death of the cookie, there is reason to be bullish. Brands and publishers have a unique opportunity to leverage audience data that remains available to influence and development consumer relationships in the right environment. Yet companies face a media targeting challenge: how can they make sense of their own first-party and authenticated data and enriching with third party data while fostering a privacy-friendly partnership that benefit both consumers and marketers? Will traditional CRM or the acceleration of CTV prove a greater strategic component for brands as a channel to reach consumers?

Challenges often breed innovation and media targeting approaches are rapidly developing. At ARF’s May 12th Insights Studio, “Media Targeting: A Brave New World,” hear what Real Chemistry, a healthcare-specialist technology & innovation company is doing to extrapolate consumer behavior data—along with de-identified health and drug data and other real-world information—into marketing insights and action. They will be joined by Walgreens who will share how they are reaching consumers responsibly and precisely.

12:00 – 12:05pm
Welcome
Alice K. Sylvester — Partner, Sequent Partners

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12:05 – 12:20pm
How To Win Trust and Influence the Development of Identity and Consumer Relationships
How do you leverage first-party authenticated data and enriching with third party data, while fostering a privacy-friendly partnership that benefits both consumers and marketers; and, delivers on consumers’ desire for personalization? Real Chemistry frames these issues and shares some solutions.

Jake Vander Linden — Managing Director, Paid Media Activation, Real Chemistry
Jo Ann Saitta — Global Chief Digital Officer, Real Chemistry

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12:20 – 12:35pm
Targeting Consumers Responsibly and Precisely in Today’s Landscape
Fireside chat
Hear a brand’s perspective on how they are working towards the development of identity and consumer relationships as well as create a better environment for conversion. Discussion to include audience insights, modeling, activation and personalization.

Matthew O’Rourke — Marketing Director, Healthcare Brand, Walgreens
Moderator: Jake Vander Linden — Managing Director, Paid Media Activation, Real Chemistry

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12:35 – 12:55pm
Panel Discussion:
From Media Challenges to Innovations – “Big Bets” from Walgreens and Real Chemistry

Matthew O’Rourke — Marketing Director, Healthcare Brand, Walgreens
Jake Vander Linden — Managing Director, Paid Media Activation, Real Chemistry
Jo Ann Saitta — Global Chief Digital Officer, Real Chemistry
Moderator: Alice K. Sylvester — Partner, Sequent Partners

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12:55 – 1:00pm
Closing Remarks
Alice K. Sylvester — Partner, Sequent Partners

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