Lyle Schwartz is Chief Integration Officer for GroupM U.S. where he will focus on developing advanced cross-channel implementation practices that more seamlessly connect audience planning with buying optimization. He will also ensure connections between planning and activation are seamless and will scale automation technologies so GroupM agencies spend more time on high-value client engagement. Schwartz previously served as President of Investment, GroupM U.S. and has more than 30 years of experience at WPP inclusive of his early positions at Y&R prior to its acquisition by WPP. He is also widely regarded as one of the industry’s foremost experts in marketplace supply and demand, media implementation and audience measurement. He helped build the research department at GroupM, which is already fully integrated into the trading organization to support insights-driven ‘one voice trading,’ another point of distinction in GroupM’s approach to media investment. He has made significant contributions to a number of company and industry-wide milestones, including the development of C3 ratings for time-shifted TV, defining viewability in digital and pushing the industry for platform-agnostic video measurement.
- Advanced Advertising and Spot TV
- Wednesday, October 16 • 2:30 PM - 3:15 PM