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.

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