Eric Schaefer, chief of Digital Strategy at Southwest Media Group, attended the DataXu summit earlier this month to provide his insights on marketing trends. In his session, “The Marketing Landscape: 2016 Trends,” Eric spoke about what the shifting landscape that is currently occurring in marketing. Between ad blocking, click fraud and viewability there are a lot of issues that marketers and advertisers must address. As the programmatic landscape has progressed, marketers have been given more tools to ensure that they are reaching their business goals.

Eric has been tasked at Southwest Media Group with connecting media insights to business results and shared some insights behind our success stories. The data-driven Digital Strategy team he has led has seen success when a client’s first-party data is leveraged to create key targeting parameters in test scenarios. Once the campaign has been tested, the media team is able to create a scalable solution that ensures positive business results.

DataXu’s inaugural Customer Summit was held on November 4-5, 2015 at the W Hotel Union Square. Brands and agencies alike joined DataXu to discuss how to successfully navigate the programmatic marketing landscape of today and the future. Content focused on: exploring today’s marketing challenges and opportunities, innovations coming up on the horizon for marketers, and how brands, agencies, and tech partners can work together on a prosperous path to the future of marketing. Connected TV, Addressable TV, Programmatic TV and Digital Video were all central in the Summit’s topics addressed.