Verification for Value: A Successful Data-Driven Approach to Media Quality

This session will delve into Kenvue and IPG Mediabrands collaborative partnership, showcasing a robust, holistic approach to media quality that goes beyond traditional keyword blocking and URL filtering. Our speakers, Christal Dolan (UM / IPG Mediabrands) and Mark Proulx (Kenvue), will explore how leveraging advanced AI-driven verification tools, strategic inventory management, and backend signal integration helped:

· Reduce reliance on conventional negative targeting keywords by analyzing page sentiment and avoiding dual meanings.

· Optimize inventory selection through partnerships with industry-leading verification providers and a focus on Supply Path Optimization (SPO).

· Drive significant cost avoidance by identifying and mitigating programmatic waste across multiple dimensions, including viewability, fraud, and brand suitability.

This session will provide actionable insights and practical takeaways for advertisers seeking to elevate their media quality strategies, protect their brands from reputational risk, and achieve tangible cost savings in the ever-evolving programmatic ecosystem.

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Speakers

Christal Dolan

VP Enterprise Excellence

UM Worldwide

Christal Dolan is the US Vice President of Enterprise Excellence at OneVue, where she supports the Kenvue business. With 9.5 years of experience at UM, she brings a strong background in digital investment to her role, driving innovation and operational excellence across the organization. While her role touches all aspects of digital, brand safety and technology are an area of passion she digs in on.

 

 

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Mark Proulx

Global Director Media Responsibility & Quality

Kenvue

Mark Proulx is the global head of media responsibility for Kenvue, where he oversees brand safety strategy, sustainability in media, and data ethics. His role is dedicated to the safe and effectiveplacement of digital media, while mitigating fraud and waste. In tandem with this workstream, hefacilitates the creation of effective policies that guide responsible data collection and usage at a market level. His passion for media is fueled by the desire to help in the creation of a more sustainable and responsible digital environment that serves both the industry and society. Previously, Mark was part of Integral Ad Science’s publisher development team and spent almost adecade as part of The Washington Post’s advertising operations organization.Mark earned a degree in marketing management from Virginia Tech.

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The Brand Safety Summit Asia from Singapore is back, and it's going to be bigger and better than ever! This one-day event will bring together top global marketers, the leading voices in ad agencies, tech industry experts, and digital trailblazers from across APAC for thought-provoking sessions and lively discussions.

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Partners

GOLD PARTNERS

SILVER PARTNER

Media Partner

Expo Partners

FOUNDING AGENCY PARTNER

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