‘Where do we start?’: Salesforce leads conversation on breaking down media silos

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Advertisers, agencies and media owners are collectively “leaving money on the table” due to existing industry structures, a special webinar by The Media Leader and Salesforce heard this week.

But where do we start when trying to create a more efficient industry that works best for everyone?

And where are the competitive advantages that different types of businesses can get now if they want to be first in line to benefit from newer trends like retail media or the post-cookie world of audience targeting?

That’s what we heard in the webinar, broadcast on 1 May, with a specially picked panel:

>> Emma Callaghan, executive director of advertising and strategy, Reach

>> James Fleetham, director of clients, marketing and research, The Guardian

>> Alexis Faulkner, chief transformation officer, Mindshare UK          

>> Neil Robinson, senior director, media advisory, EMEA, Salesforce

You can watch the webinar for another month on catch-up here.

Conversation outline 

Introduction: What do we mean by “leaving money on the table”?

Panel questions:

1. What’s the biggest challenge you/your business faces as the media ecosystem broadens and expands?

2. If money is being left on the table because existing operating models are still too siloed, which ones should/could we break down first? How could we do that? 

3. We heard the news about Google once again delaying the deprecation of third-party cookies. Does this change your expectations about how 2024 could be a significant year for media owners/advertisers making better use of first-party data?

4. What role do you expect AI to play going forward? Are there any emerging use cases that are already proving to be significant or you think will be in the future?