Media Made Smarter: AI + Data Science

Relevance and timeliness are key in successful media strategies. Utilizing the massive amounts of consumer data available to place effective media is made even more powerful with intelligent, real-time optimization. Combining artificial intelligence and data science to improve the efficiency of that automation is the “secret weapon” leading brands are using to drive results.

The Reality:

Digital Media Buying/Trading can be both strategic and redundant.

• AI + Data Science automates the redundancy and allows constant optimization

Moving forward, Media Buying roles will shift towards being leaders in shaping the strategy of connecting the infrastructure around a sound data strategy paired with media.

The majority of the people are anonymous (due to cookie wiping)

• How do we address this? How do we react?

 Join us on July 20 from 6:00 – 8:00 pm as Marika and Brian of Nexstar Digital

dive into the world of improving optimization efficiency through the use of AI + Data Science.

Your Takeaways From This Presentation Will Include:

1. New thought process around audience optimization
2. Practical uses of machine learning
3. A plan to address anonymous users
4. Best practices for measuring campaign success
5. The future roles of digital media professionals (e.g. planners, buyers, etc.)

Who is this presentation for?

• Brands
• Agencies
• Planners
• Buyers
• Anyone with access to consumer data and insights (that’s you!)

About the Speakers:

Marika Roque

Marika Roque is the VP of Digital Media Activation at Mass², where she oversees programmatic advertising, trading, real-time bidding, and strategic publisher relationships. Marika previously served as Director of Media Operations and Publisher Relations Manager. These experiences in data and optimization currently help her understand, manage, and lead trends in digital media.

Previous to Nexstar Digital, Marika gained digital media experience at GSD&M, DraftFCB, and Starcom, where she worked on accounts including Microsoft Commercial (B2B) and traded on some of the first DSP/trading desks.

Marika currently lives in Austin, Texas.

Brian Malone

As Nexstar Digital’s Chief Data Science Officer, Brian oversees the governance and utilization of data for the digital portfolio of Nexstar Digital. With more than 20 years of experience in the digital industry, Brian leads a team providing optimizations and insights using a variety of third-party and proprietary platforms ranging from data management to machine learning and natural language processing systems.

Prior to Nexstar Digital, Brian was the CEO and Co-Founder of Harvest Solutions, a web analytics company specializing in custom reporting solutions. At Harvest, he created a distributed data architecture (pre-Hadoop) to meet the data-intensive needs of clients including Sony, MGM, and Yahoo! Music. After leading the company through an acquisition, Brian served as the Vice President of Product at Experian Cheetahmail.

At Experian, he led the creation of their next generation customer intelligence platform, utilized by Neiman Marcus, American Express, and Yahoo!. Brian also served as a member of the Experian Innovation Council, pioneering new products and services across the company.

Brian currently lives in Hermosa Beach, California with his wife Alison and their three children.