Salesforce Marketing Cloud Chief Strategy Officer Jon Suarez-Davis headed up marketing and strategy at Krux. Now that company’s DMP is helping mass marketers from ConAgra to Pernod Ricard take their first-party data and “unify it to individuals” to target them with dynamic creative, he explains in this interview with Beet.TV.

Conagra is using the Salesforce DMP “in a very progressive way,” Suarez-Davis says during a break the DMEXCO advertising and media trade show.

A case in point is how ConAgra uses comScore to blacklist cookies or IDs that may be associated with fraud or bad traffic, then ingests that data into the Salesforce DMP to ensure the company doesn’t bid against any of it, as AdExchanger reports.

Additionally, ConAgra uses the DMP to improve cross-device media and creative sequencing.

Pernod Ricard has used the Salesforce DMP so that its Malibu brand can use its first-party data to target Facebook users using Facebook Leads. The resulting data are then absorbed into the cloud to be used to locate more lookalike models, or “who is the next best customer and what is the right content to deliver to them,” Suarez-Davis says.

“Traditional mass marketers are taken first-party data and really elevating the ability to target that in multiple channels,” he adds.

Although he’s frequently asked about digital transparency in Salesforce’s operations, Suarez-Davis says it’s never been an issue because of how the company values its customers’ trust.

“We don’t sell media nor do we monetize data. We provide a platform that allows marketers and publishers, buyers and sellers, to use that data to increase the effectiveness of their marketing investment and also to drive more value for publishers.”

In this regard, Salesforce can be likened to Switzerland, according to Suarez-Davis.

“We integrate with all the major players.”

This video is part a series that examines programmatic from both the seller and the buyer perspective. It is presented by PubMatic. For more videos from the series, please visit this page.

“We come here because we like to learn what the partners are doing in the digital space,” Hughes says in this interview with Beet.TV.

“We like to understand what’s new, what do they have in terms of data, technology and how are the content platforms changing and evolving with the rapid-fire digital space,” she adds.

What has occurred to Hughes and others about the current state of digital affairs is that everyone’s gone live. “Hulu is doing live this year. Everyone is reporting from Facebook Live or Instagram Live and Snapchat Live. So live is a big thing.”

She surveys the array of content opportunities that can help connect brands with consumers and is about what she sees for the coming year.

“Our challenge is to break through the clutter and to be always relevant. We look at lot to our digital partners to help us stay relevant with consumers,” Hughes says.

Front and center for Conagra are content integrations because they “have been huge for us and they really work well. We are definitely looking for integrations for the next year.”

The conglomerate also is interested in data and analytics and for publishers “to tell us how our brands are performing on platforms in ways that we can constantly push our content to our consumers.”

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.

The President and CEO of the Internet Advertising Bureau sees that inflection point supported by two main tent poles, he explains in this interview with Beet.TV. The first is that over-the-top video viewing in the living room is attracting all demographics, and that “everybody wants to be in” on the mobile video craze.

Among Rothenberg’s observations is the gratifying number of marketers at this year’s NewFronts events. He cites a Chicago contingent from Conagra and Starcom along with “what appear to be hundreds of primary buyers in this room now.”

Asked about the scope of the NewFronts, given its inexorable expansion year after year, Rothenberg dismisses headlines about companies dropping out of the festivities. The only year companies did not drop out was the very first year.

“We’ve said from day one this is a marketplace. It’s not for everyone. It’s going to be right for some, right for others and they should deal with it in different ways,” he says.

Scale is in the eye of the beholder when it comes to the choice of activities from May 1 through May 12 in New York City.

“If you’re a big monstrous player like Hulu, you can fill Madison Square Garden, which Hulu did just this morning,” says Rothenberg. “If you’re a newcomer or if you’re a repositioning incumbent, you may want to do a small dinner for your best clients, which by the way is exactly what AOL did last night, a dinner for 60 top clients.”

If there’s one conclusion to be drawn from questions about the breadth, scope and necessity of the NewFronts, according to Rothenberg, it would be “People who write stories for the trade press are not buyers and not sellers so they really don’t know what they’re talking about.”

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.