Web and Digital Marketing Convergence

Campaigns are central to marketing. Tools for planning, delivery, measurement and execution of campaigns are key to the success of marketers at their jobs. We invite position papers on the Web infrastructure that might be developed or standardized to improve campaign execution and measurement, especially in an interconnected world of cooperating subsystems.

Marketing is all about experience. We invite position papers on the Web infrastructure and standards that could be developed to improve the authoring, realization, rendering, and interactivity of experiences across channels and audiences.

Metrics are key to effective marketing. What are core metrics that can be standardized? What are data collection mechanisms that can be standardized? How do metrics and collected data turn into marketing signals that trigger execution of marketing actions and plans? We invite submissions on what marketing signal data structures should look like and how they can be communicated between marketing systems. What might such marketing signal or event data structures look like, how might data collection be standardized, what browser mechanisms can provide support for data sharing, what data services and exchanges can improve digital marketing and consumers’ experiences. What dimensions and elements of marketing do you see in need of measurement? Do we need standard taxonomies of meta-data?

Modern digital marketing thrives on a diverse set of channels including television, mobile, in-game, social, and specifically within social, on Twitter, Facebook, Google +, Instagram, and many other channels. We ‘ll consider the technologies supporting and enabling digital signage, out-of-home advertising, retail marketing, in-store and point-of-purchase marketing technologies. Marketing channels can be one-way, two-way, and personal, narrowcast, and broadcast. As with all tracks, we have particular interest in the interoperability of this subsystem of digital marketing with other marketing subsystems.

This session covers topics including segment management, segment semantics and communication, personalization from the perspective of audience selection and tracking. Ideas about the communication and management of privacy options are welcome here, as applied to Web technologies.

Context informs experience and content delivery. Is it raining? Are you in the store? Are you driving? Personalization, pricing, and bidding rely on context. This session covers topics including real-time sources of context information that affect marketing. Examples include technologies and infrastructure for context-aware marketing.

This track covers topics including high-scale, real-time, high-performance marketing. We are interested in your thoughts on constraints and proposed solutions. Advertisers and publishers are concerned that insertion of ads, particularly by the real-time auction markets, slow page loads, making them less likely to be viewed. Understanding the causes of slow page-loads can spur standards work to improve their performance options. Cross-device and pan-experience performance issues are encouraged to be discussed. Talk about systemic frailties stemming from fraud and other weaknesses in the marketing chain of execution.

Privacy and security are important to Web publishers, applications, and consumers. This track will discuss the interactions between marketing and security and privacy, for example: securing ad-delivery mechanisms and protecting privacy expectations while measuring marketing reach; helping advertisers and publishers to distinguish genuine engagement from mechanical clicks; working with the Web Security model. What missing components would better enable insertion of ads in secure sites, with integrity protection for both publisher and advertisers? How can we assure the end-to-end security of interactions?