Tony RalphDirector of Ad Technology
Tony has spent the last 12+ years driving digital advertising solutions in roles spanning engineering, operations and product management. Schooled as a software engineer during the internet heyday, he eventually realized his calling was not writing code in the isolation of a comfy cube. The desire to interact with customers prompted him to take on a liaison role with Yahoo's adserver engineering team. It was here, interacting with sales teams, external partners and industry standards bodies, that he discovered a passion for uniting technical and non-technical audiences in the evolving digital ad space. After Yahoo, Tony took on similar consulting and management roles at Google. In his current role of Director/Head of Ad Technology at Netflix, he sits between marketing and core engineering teams driving global technology decisions and engineering solutions.
A great irony of a move toward digital marketing execution independence is that it immediately invites a new and complex set of dependencies. With the marketing technology landscape changing so rapidly, many marketers are contemplating how far and how fast to adapt. As the technology evolves, which marketing tactics and processes should you be brining in-house and to what extent?
In this session we'll discuss:
What "marketing independence" means
What is a marketing technologist and do you need one?
How to judge how far and how fast one should progress on this path
Successes and failures witnessed along the way