Pioneered in Australia, API solutions are giving agencies the chance to turn from straight-up service providers to offering a bespoke product of their own to clients.
In an age of brands shifting media in-house, the online advertising marketplace is looking to champion the agency with a new stream of revenue and a point of differentiation that will draw clients in.
All this sounds great - but how does it work?
Melbourne Summit attendees will discover how they can transform from a service to provider to that of product owner for free.
The Trade Desk general manager for ANZ Clay Gill, director of agency API sales Stephanie Famolaro and Natalie Hatch, client advisory director at Cadreon will bring to the stage one agency which can vouch for its success.
What else is lined-up?
Allan Dib, MD of Pollinate Melbourne, who led the strategy for #LikeAGirl in the US, will join previously announced speaker Simon Lamplough, the MD of Clemenger Melbourne and the man who headed up the team that ran the multi-award winning Aboriginal Australia: Deadly Questions campaign that led to a change in Victoria’s legislation. They will be in conversation about campaigns that instigate change.
Other highlights from the day’s Summit include a keynote from REA chief economist Nerida Conisbee who will look at the external factors that are set to shape your business; the presentation of AI-led research looking at 80 years of portrayal of women in advertising in Australia; a look at the future developments of TV and why agencies need to keep up; and a headline panel exploring how agencies are being forced to change to respond to clients’ needs.
The full program is available here.
AdNews would like to thank our partners TVSquared, Trade Desk, Mediacom, VMLY&R, Quantcast and Scentre Group
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