IAB Intersections — “the largest event in Italy dedicated to marketing, communication, creativity and technology” — once again (and perhaps even more than in previous years) proved to be rich in high-quality content. Around that content, a vibrant, multifaceted — and crowded — happening brought together, over two days, most of the key players in our industry. Including Adtelier.

On the first day, together with The Trade Desk, we presented the evolution, present, and future of omnichannel strategies for Consorzio del Parmigiano Reggiano — a deep and insightful conversation thanks to the presence of the Consortium’s Marketing Director, Carmine Forbuso.

As the session title suggested, technology was the star of the workshop — enabling a holistic management of media, with television at the center, and driving data and inventory interoperability chosen for their quality and distinctiveness. All this also served as a springboard for communication on an international scale, while adapting to regional specificities. Once again, we started from real, implemented projects, illustrating a typical day in the life of our audience and showcasing the state of the art in total video measurement.

On the second day, we joined Comcast, Rai, Warner Bros. Discovery, and OMG to exchange experiences and perspectives between publishers and agencies on the evolution of Connected TV: «global opportunities in a fragmented ecosystem». It was an engaging conversation, balancing the legacy of traditional media with the recent digital acceleration — and all that it entails, especially when it reaches the TV screen.