Proximity and Performance: Putting Household Identity to Work

The closer a household is to where an outcome can happen, the more likely it is to convert, a principle that holds true across categories, channels and purchase cycles.

Drawing on the Proximity and Performance paper, co-authored with the 4As, this session unpacks proximity as a planning principle, backed by real campaign examples from across the TV advertising landscape.

Learn how proximity is helping connect advertising to real-world outcomes, and how it can sharpen your next media investment.

Speakers

Jason Manningham – CEO @ Blockgraph
Jason Manningham is CEO and Founder of Blockgraph, the technology company fueling the future of connected TV. Under Jason’s leadership, the company’s privacy-centric identity and data collaboration platform is creating a better, safer, and more sustainable TV advertising ecosystem where media, technology, and advertising technology companies work together to deliver identity-based targeting and measurement solutions for multiscreen TV advertising.

Jason spearheaded the launch of Blockgraph five years ago, building it from an industry initiative led by Comcast Advertising into an independent company owned by Comcast NBCUniversal, Charter Communications and Paramount. Prior to his current role, Jason held a variety of strategy and operations positions at FreeWheel (a Comcast Company), AOL, and Viacom Media Networks. He started his career at Accenture as a management consultant.

Jason holds a BBA from the Ross School of Business at the University of Michigan.

Larry Allen – VP, Global Strategy – Addressable, Data, & Measurement Partnerships @ FreeWheel
Larry Allen is Vice President of Global Strategy, Data, Measurement & Addressable at FreeWheel, a Comcast Advertising company, which provides the technology, data enablement, and convergent marketplaces required to ensure buyers and sellers can transact across all screens, data types, and sales channels, in order to ensure the ultimate goal – results for marketers. In his role, Larry leads global strategy and commercial initiatives to advance the use of sophisticated data sets for audience planning, measurement, and cross-media activation.

With more than 20 years of extensive experience in media, marketing, and ad technology; Larry previously served as Vice President of Ad Strategy at WarnerMedia, where he developed innovative advanced TV solutions and drove product vision. Larry also was Senior Vice President of Business Development for Xaxis, where he led publisher development, trading and investment for Xaxis Americas. In addition, Larry held senior positions at AOL, Yieldex, Viewpoint Corporation (Unicast), and 24/7 Real Media.

Lisa Chandler – Senior Manager of Analytic Consulting @ Ampersand
Lisa Chandler is Senior Manager of Analytic Consulting at Ampersand, where she leads a team of analysts dedicated to supporting complex client partnerships and delivering data-driven insights that help shape business strategy. Working closely with leading brands and agency partners, Lisa has helped advance industry best practices for leveraging television data within clean room environments, enabling more effective measurement, planning, and activation strategies. She has also played a key role in guiding clients toward successful audience engagement initiatives, leveraging the largest addressable television footprint in the United States to drive meaningful business outcomes. Known for her collaborative leadership style, Lisa is passionate about teaching and mentoring, believing that empowering others to understand and apply complex data is essential to unlocking innovative ideas and achieving exceptional results.

With more than 20 years of experience in the advertising and media industry, Lisa has held positions with leading organizations including OMD, Cox Media, and The Walt Disney Company. Throughout her career, she has earned a reputation for delivering outstanding client service, strategic thought leadership, and innovative analytical solutions. Lisa holds a Bachelor of Science in Radio-Television-Film from The University of Texas at Austin.

Albert Thompson – Director, Digital Innovation @ Walton Isaacson

While carrying the “ethos” of a Marketing Technologist, as the Director, Digital Innovation at Walton Isaacson Albert Thompson has always possessed a firm understanding of how technology has continued to transform the discipline of Marketing while disrupting today’s conventional consumer engagement models. He has emerged as that unapologetic voice on “moments of truth” in Marketing. That ultimately lead to the Founding of Transient Identiti, Inc, grounded in strategic innovation.

His work involves Digital Marketing for Lexus, Home Depot, Morgan Stanley, AMAZON, NYPD, Medline, State Fair, Spalding, HBO, MCD, LA Sparks, Game Show Network, Verizon Wireless, Unilever, Ford Division, Lincoln Mercury, Burger King, Toyota, Colgate, HSBC, Time Warner Cable, AstraZeneca, US Marines, Pfizer, Novartis, Merck, and Hyatt Resorts.

As a curator of conversations on all things AI, he’s industry crafted keynotes, talk tracts, and panels on AI and Creative, AI and Measurement, AI and Consumer Discovery, Agentic AI and Human Involvement, AI and Media Planning, and AI Avatars. Beyond the agency realm, Albert serves as an Advisor to early stages AI powered companies Cache.ai, BrandMentality.ai, Adskate, and CRO-Partners portfolio for their Market Positioning, Go-to Market Strategy, and Growth Marketing.

Albert has participated in numerous speaking engagements for the 4A’s, AdAge, The ANA, Digital Hollywood, MediaPost, Digiday, ThinkLA, PUBMATIC, TVOT, CYNOPSIS, Admonsters, AdExchanger, Adweek, and VAB. This type of industry prowess resulted in him being named one of ADWEEK’s Media Allstars and a Convergent TV honoree.

Follow him on https://www.patreon.com/cw/ALBERTDOTAI

Alex Belaidi – VP Category & Data Sales @ Spectrum Reach
Alex Belaidi is Vice President of Data & Category Sales at Spectrum Reach®, the advertising sales business of Charter Communications, Inc. (NASDAQ:CHTR), where he leads strategy and growth across data-driven advertising solutions for key industry verticals. With deep experience spanning ad tech, advanced TV, programmatic, measurement, and media sales, he focuses on helping brands and agencies connect audience, data, and media more effectively to drive business outcomes.

Over the course of his career, Alex has held senior leadership roles across the advertising and media ecosystem, with a track record of building revenue, developing go-to-market strategy, and bringing innovative solutions to market. He is particularly passionate about the evolving role of data, addressability, and performance in shaping the future of television and cross-platform advertising.

Host: Amy Pacheco – Director, Media, Tech & Data @ 4As