IAB MIXX Advertising Conference

Amy Benford, Global Media Director of Campbell’s Soup Company; Stephe n Gold, Chief Marketing Officer & Vice President, Business Development at IBM Watson; and Jeremy Steinberg, Global Head of Sales at The Weather Company, an IBM Business; debuted a first look at the Watson Ad with The Weather Company and early brand adopter, Campbell’s Soup Company. Today, with the prevalence of AI technologies, it’s possible to build “thinking” capabilities into virtually every digital application, product, and system. Steinberg discussed how Watson ads can listen, think, and respond, ultimately allowing for one-to-one communication between brIAB MIXX Conference 38ands and the customer. Businesses will be able to gain additional insight to optimize their strategies, ultimately transforming the experiences with ads. After a networking lunch and a series of workshops, participants reconvened for a presentation from Dave Etherington, Chief Strategy Officer at Intersection, and Sarah Jones, Manager of Connections Capabilities at Anheuser-Busch InBev, about how brands are shifting to take advantage of a new frontier in advertising innovation, and how the integration of the digital and physical worlds will shape our future cities. Etherington highlighted the benefits of digital out-of-home advertising, specifically work they have done on LinkNYC, and discussed the ability to achieve enormous scale, responsiveness, uniformity, and proximity to retail with the channel. Jones added the importance of understanding the consumer’s behavior and adding value for consumers at the right time.

Event Postponed


  • May 5, 2016
  • July 13, 2016
  • 12:00 PM
  • 12:00 PM



  • EUR 20

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