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Rocket Fuel's Advertising 2020

The marketing benefits of Big Data can no longer be disputed, but we are just scratching the surface of its potential. In a world where consumers are becoming more and more complex and the purchasing process less and less linear, marketers who can get the deepest meaning from their data will thrive.

At SXSW 2014, Rocket Fuel brought together a high-profile panel of Ad-Tech visionaries to talk “Advertising 2020," a look at current trends in the advertising industry and where it’s headed in the second half of the decade. A popular motif of not only the panel discussion, but the entire week of SXSW was how data and technology are evolving side by side to create brand new opportunities for advertisers.

The panelists, all highly decorated pioneers in marketing, advertising, and technology, gave fresh insights about how to expertly navigate this new era of programmatic advertising.

Programmatic Buying Is the New Normal

Agency Dos and Dont's In the New Era

Evolve or Die

Brian Solis

The Future

The Mobile Impact


Meet the Panel

Richard Frankel, Moderator

Richard is president and co-founder of Rocket Fuel. Richard’s passion for creating successful customer-focused businesses has been honed by more than 15 years of Internet advertising experience. It’s been enhanced by his notable contributions that helped build several high-profile Internet pioneers into multi-million dollar businesses including NetGravity, DoubleClick, and Yahoo!

Susan Borst

Susan is director of industry initiatives at the Interactive-Advertising Bureau (IAB). After 20+ years at leading NYC traditional creative ad agencies such as Grey, Hill Holliday, Kaplan Thaler Group, and Gotham, and working with top brands from P&G, to Pfizer, to Verizon Wireless, and more, Susan moved to the digital space in 2010. At the IAB, Susan leads the Social Media, B2B, and Games committees.

Porter Gale

Porter is a marketing consultant, start-up advisor, and public speaker with over 20 years of experience. She is also the author of Your Network Is Your Net Worth. From 2007 to 2011, Gale was VP of Marketing at Virgin America. She was awarded the Changing The Game Award, by AWNY, and was on AdAge’s Digital Hotlist and iMedia Top 25-Digital Marketers.

Brian Solis

Brian is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, sociologist, and futurist, Brian has studied and influenced the effects of emerging technology on business, marketing, and culture. His new book, What’s the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth.