Ad:tech San Francisco to look at channel, device explosion

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Next week's ad:tech San Francisco is aimed at examining the content explosion occurring among channels, devices, brands and consumers, and the many new strategies and practices this environment demands.

The theme is "Out of the Box: Building Great Brands in the Digital Age." It will include content based around the growing online channels. Last year's ad:tech San Francisco drew 7,500 attendees and organizers of the April 25-27 show anticipate 9,000 attendees this time. Lana McGilvray, vice president of marketing at Datran Media, New York, is an ad:tech veteran. Datran is a platinum sponsor whose staff has attended, exhibited and spoken at ad:tech since its early days.

"We are attending the show to interact with our customers and we also plan to update attendees and press on our latest news," Ms. McGilvray said. "It is a fantastic forum for client engagement and to interact with other advertising technology leaders that are shaking up the marketplace."

Executives from lead generation online marketplace LeadPoint have attended the show in the past, and will exhibit for the first time this April.

"Ad:tech is the perfect opportunity to touch base with [various industry players] and tell them how to win using the LeadPoint trading platform," said Marc Diana, CEO of LeadPoint, Los Angeles.

Michael Gorman, senior vice president of search and acquisition at Acxiom Digital, San Mateo, CA, has attended ad:tech San Francisco several times. Mr. Gorman said he hopes to teach customers about Acxiom Digital's product offerings.

"While I feel the sessions are highly informative, there are also a great number of networking opportunities that are valuable and a big incentive for attending ad:tech," he said.

Mr. Gorman predicted an industry-wide move towards integration.

"Most digital campaigns are handled as discrete entities and there is minimal integration between the different channels," he said. "Over the next few years, I believe corporations will make a move both organizationally and through their investments in integrated technologies and solutions, to develop campaigns that are integrated across all online channels."

Jen Willey at aQuantive Inc. will attend with many of her colleagues who are speakers at the show. She sees immersive media, integrated digital marketing and consumer participation driving the marketplace.

"We hope to engage in a dialogue about the technology and trends that will emerge this year to maximize the value of digital channels," she said.

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