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Event details

Online Talk on Financial Strategies and Decision Dynamics from an Advertiser Perspective

28 November 2023 - ONLINE ZOOM MEETING

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About the event

Online Talk on Financial Strategies and Decision Dynamics from an Advertiser Perspective

When: Tuesday, 28 November 2023 15.00 - 16.00 CET

Join us for an enlightening Online Talk featuring Ian Whittaker, twice City AM Analyst of the Year and a leading consultant and research analyst with more than 20 years of industry experience covering media and tech in the financial markets and beyond.

In this unique session, Ian will share his wealth of knowledge and expertise on the perceptions of TV/radio advertising investment within advertisers' boardrooms and management circles.


Understand the various pressures and influential factors that shape advertisers' financial strategies and guide their budgetary decisions when it comes to brand advertising. Uncover how to position advertising as a strategic investment, resonating with top-tier decision-makers and their budgetary priorities. Then gain some advice on how to speak their language to promote your advertising agenda.

This session will serve as a teaser for an upcoming four-week online training course, set to commence on January 23, 2024. Ian’s insights are bound to leave you inspired and eager to embark on this enriching journey with us. Mark your calendars and stay tuned for an engaging discussion that will set the stage for a transformative learning experience. More information on the training course will be made available shortly.

Catch up on Ian Whittaker’s previous egta presentations:

>Navigating the streaming landscape: Opportunities for audio and video players - watch here

egta CEOs and Top Execs’ Summit, Warsaw, 2023

>Content streaming and the battle for TV - watch here

egta CEOs and Top Execs’ Summit, Brussels, 2022


Ian Whittaker, Managing Director and Founder, Liberty Sky Advisors




Other information

Please note that this meeting is restricted to egta members only. If you are not an egta member and would be interested in attending, please contact Cécile at [email protected].


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In January 2023, the formation of the first US Joint Industry Committee (JIC) was announced. The objective: to bring together buyers and sellers in a collaborative forum to enable multiple cross-platform currencies. Key initiatives at launch have included creating a new certification programme to evaluate which of the new currencies are transactional, and creating a harmonised cross-publisher streaming viewership dataset powered by Open AP, the advanced advertising platform owned by the largest US TV networks.


Nine months down the road, Brittany Slattery, Chief Marketing Officer at Open AP and Sean Cunningham, CEO & President of the Video Advertising Bureau (VAB) share progress to date, as well as the intended roadmap of how together more than 18 companies will enable more accurate and actionable video measurement. They will explain how radical collaboration on the buyside and the sell-side has been the driving force of innovation and progress in the video advertising industry, and how it powers the US JIC and its initiatives.


About us

The reference centre for audiovisual advertising sales houses


egta is the Brussels-based trade association of television and radio sales houses that market the advertising space of both public and private broadcasters across Europe and beyond.

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