IAB Seminar Native: the online advertising revolution is underway with the main players in the sector

All guests and the full agenda of IAB Seminar "Native Advertising – The Art of Making" have been revealed. Appointment on April 15th at 9.30 am at MiCo – Ala Nord in Milan.The curtain is ready to rise on the first event of the year signed IAB Italia. Just a few days to IAB Seminar "Native Advertising – The Art of Making"…

All guests and the full agenda of IAB Seminar "Native Advertising – The Art of Making" have been revealed. Appointment on April 15th at 9.30 am at MiCo – Ala Nord in Milan.The curtain is ready to rise on the first event of the year signed IAB Italia.

There are only a few days left to IAB Seminar "Native Advertising – The Art of Making" and finally the details of the rich agenda of the event to be held on April 15th at the MiCo – Ala Nord in Milan (Gate 14 – via Gattamelata, 5) are revealed. The goal of the Association is to create events aimed more and more at the general public and not only for specialists in the sector, and that is why IAB has set up a Scientific Committee, composed of Michele Marzan, Vice President IAB Italy, Raffaele Cirullo, Director IAB Italy and 2 associates, Alberto Mari, Country Manager Outbrain Italy and Gabriele Ronchini, CEO 4W MarketPlace, to outline together the aspects of interest that can attract the attention of multiple stakeholders in different areas.

The Scientific Committee has identified three main strands that will be explored during the IAB Seminar: the technical aspects, the reference scenario and the impact that Native Advertising is having on the world of Publishing. All the opportunities that Native makes available to the market through the voice and best cases of national and international guests will also be illustrated.

Bringing a digital breath from overseas will be special guest Peter Minnium, Head of Brand Initiatives IAB US, who will offer an international overview of Native Advertising and introduce the PlayBook with strategic guidelines to make the most of this segment.

The technical aspects and practical implications of Native Advertising will be addressed by Industry stakeholders: Sebastiano Cappa, Publishers & Sales Director Ligatus Italy, will then present with Marco Magnocavallo, Co-Founder and CEO eBoox, the particularities of Content Marketing, while Alberto Mari, Country Manager Outbrain Italia, will deepen the theme of Content Discovery with Alessandra Marinacci, Red Bull Brand Marketing. Paola Sersale, Head of Sales 4w MarketPlace, and Samuele Glorioso, Digital Manager Carrefour Italia, will discuss the topic and strategies related to Contextual. In the second part of the day, instead, Marco Imperato, Head of Digital Media Mosaicoon, will take care of deepening the Native Entertainment, Claudio Vaccaro, CEO & Sales Director BizUp, will analyze the Monetization Strategies, and Fabrizio Stucchi, Territory Manager SEMEA & LATAM Brightcove, will share the experiences related to the Video Strategy.

As for the reference scenario, the point on the market will then be made by the main exponents of the Industry: Davide Corcione, Director, Head of Agency and Account Management Yahoo Italy, who will talk about the initiatives related to Native Display Formats; Sabrina Speroni, Head of Digital Media Products Seat Pagine Gialle, who will discuss the Sales Strategy and Luca Colombo, Country Manager Facebook Italy, who will present the scenario linked to the realities of In – Feed Advertising.

The interaction between Native Advertising and Publishing is also a topic of particular importance, especially for the developments that this segment can have on the way of doing journalism. For this reason, IAB seminar will host an exceptional speaker such as Emilio Carelli, Sky Tg24 journalist, who will be interviewed by Marco Montemagno, moderator of the day, on the theme of Brand and Journalism. Luca Gurrieri, Director of the Press and Digital A Division, will talk about Art of Storytelling.Manzoni&C, Federico Rampolla, Head of Digital Innovation at Mondadori, who will present IBM's experience together with Maria Cristina Farioli, Director of Marketing and Communication IBM Italia.

Luca Ascani, Chairman Blogo, Gabriele Mirra, Chief Operating Officer Italiaonline, Andrea Santagata, CEO Banzai Media, will dialogue together on the importance of Brands as Publishers, bringing their testimony in this double role. The theme of Digital Publishing will be addressed by Biagio Stasi, Senior Digital and Strategy Director Hearst Magazines Italia. Finally, the aspects related to privacy will be analyzed by Luca Bolognini, Founding Partner ICT Legal Consulting, President of the Italian Institute for Privacy, and by Guido Scorza, President of the Institute for Innovation Policies.

A look at the art of making Native at 360 degrees, therefore, which will end with a round table attended by Sebastiano Cappa, Publishers & Sales Director Ligatus Italy, Davide Corcione, Director, Head of Agency and Account Management Yahoo Italy, Alberto Mari, Country Manager Outbrain Italia, Gabriele Ronchini, CEO 4w MarketPlace.

Sponsors of the event are 4W MarketPlace, Ligatus, Outbrain, Seat Pagine Gialle, Sky, Yahoo as Platinum, and Brightcove, Hearst Magazines Italia, Mosaicoon, UpStory as Gold.
To participate in IAB Seminar you must register on the www.iabseminar.it website. Online registration will close on April 14th at 11.00 am and it will be possible to register on site on the morning of the event only subject to availability. It is also possible to follow the event and interact live on Twitter through the official hashtag #iabnative15.

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