deben

? Grateful for the privilege of bringing deben to our first #Cannes! ? At deben, we thrive on collaborating with enterprising partners who are passionate about disrupting the status quo. ?? ?? Connecting with industry leaders (in quick succession) has reminded me of the initiative and ambition of today's advertisers (brands, agencies, and adtech alike). ???? Thank you all for supporting our new venture with time, resources, your networks, event invites, words of encouragement, and guidance. ?? ... more highlights to come! #Cannes2024

ANA's announcement to spin off its cross media initiative as a for-profit business, Aquila, reminded me of this XKCD comic from 2011. Aquila, a Kantar-implemented virtual-ID solution, will attempt to reveal the "truth" about total media consumption. While measurement innovation is great, the US landscape is already filled with many currencies, panels, and datasets - each taking a different angle on insight and "truths". Now, there's one more source of truth that brands, their agencies and sellers must look at and calibrate against. Where will this triangulation happen? On the current trajectory - the answer is in Excel. Maybe the markets are onto something when giving Microsoft a $1T valuation. What we lack are polyglot planning, buying and stewarding solutions that can use a plurality of these fine datasets to enable trade-offs and commerce. Media buyers need practical solutions now; not future, elusive standards of truth. That's what Deben is solving for.

TechTO Marketing is on February 26 in Toronto at One Eleven 325 Front Street W. We have a packed agenda with some incredible speakers: 1. Media Inspiration Most martech stacks in media are for delivery - programmatic advertising, buying audiences, buying behaviour. Marc Parillo has launched deben - innovation in media planning enabling you to build better media plans faster. Marc will join us to share his journey and demo the tech. If you are an agency, a client with in-house opportunities, or if you you are in the media industry...this start up will be an important one for you. 2. Google is in the house! Tomi Gbeleyi-Curtis and Ben Wise. Both are amazing teachers and advisors to business, brands and early stage start ups. They will be proving a vantage point to see the opportunities that AI in digital marketing brings to the startup community. How will AI help digital marketing deliver greater value. 3. Digital accessibility and inclusion How to make your digital experience accessibility to all people. How to bring democracy to digital design. The digital experience can be for everyone. How can we make it more inclusive? Come listen to David Palmer talk about accessibility through the lens of recent work for Starbucks and others. This will be a very important topic in 2024 that we can all learn from . 4. Digital transformation Nastaran Bisheban from KFC Yum! Brands will be joining us. Nastaran is a brilliant talent, technologist and seasoned transformational leader. We will be learning more about her journey and the transformation at KFC. This will be a fascinating case and great learning! A great lineup and value packed session. TechTO is about meeting new people and learning. Please join us! Get your tickets! https://lnkd.in/g_EeqmAA #advertising #media #mediaincanada #google #digitalaccessibility #QSR #digitaltransformation