i3 - January/February 2019 - 34

Among the C Space programs confronting those topics are the
sessions produced by MediaLink, a global advisory service working at "the intersection of media, marketing, advertising, entertainment, technology and finance." Its session on "Diversification
of Technology" examines whether in today's era of personalization, there is still a role for marketing that appeals to the masses
- and if that's even desirable. Another panel looks at the resurgence of ad tech thanks to recent emergence of new platforms
and growing availability of data-driven marketing, including
prospects for blockchain in the next wave of media experiences.
MediaLink's "Future of the Consumer Journey" assesses
how technology-induced disintermediation (such as artificial
intelligence and augmented reality) are affecting next-generation shoppers, requiring a need to identify new points of
engagement and interaction.

"Tech is fueling storytelling right now and all the players
need context. C Space brings context," says Schwartz, a veteran
advertising executive who is the host and curator of "The Tech
Cat Show" and leads executive tours during CES.

TACKLING TIMELY TOPICS

Among the issues to be examined during C Space conference
sessions is the sensitive approach to trust and transparency in
the cyberspace communications.
Rich Calacci, chief revenue officer at Pluto TV, a multiplatform streaming media provider active at C Space, summarized
the importance of adopting policies. "Being transparent is simply good business," says Calacci. Companies need a strategy
that promotes transparency or you run the risk of alienating
partners and customers. In our view, young companies who
come to market today are accustomed to
the need for transparency and adhere to
this approach as a strategic advantage.
"Brands need to be open about how they
share their customers data in an open and
easy to understand way," Calacci continues.
"At a high level, personally identifiable information (PII) data in the wrong hands is as
dangerous as a car driving 120 mph down the
highway. The collateral damage and unintended consequences can be grave so any
effort that works to prevent transparency, for
whatever reason, is promoting dishonesty."
He emphasizes the need for transparency
to present "a safe, well-lit environment for
consumers, advertisers and content owners."
At C Space, the fast-evolving tech media

"TECH IS FUELING STORYTELLING

RIGHT NOW AND ALL THE PLAYERS NEED CONTEXT."

Lori H. Schwartz, leading tech and media advisor at Story Tech,
a Los Angeles technology and media advisory firm, characterizes
C Space as "that rare opportunity for media and entertainment
executives to experience the integration of content and technology
in a way that accurately reflects what's happening in the industry."
"We're in a period when media, tech and content are deeply
integrated," she explains. "C Space is sitting at the center of this
swirl, helping to define these experiences, enabling media and
advertising executives to understand how tech is creating context
for content." She points to the ways in which C Space "brings
together the world's innovators, marketers and creatives" where
they can "discover disruptive trends and how they are going to
change the future of brand marketing and entertainment."
In addition to meeting technology executives, the creative
community can use C Space to "explore and experience new
technologies that change the way consumers behave" and
hear from leaders in content creation, major studios and top
advertising firms, Schwartz adds.
34

JANUARY/FEBRUARY 2019

convergence is in the spotlight. Its importance has been identified by countless industry watchers for years. For example, as
Manatt Digital points out in its recent "State of Video" analysis,
high-value productions are now coming not just from studios,
but also from "a whole slew of creators including digital-first
studios, publishers, brands and influencers, and users."
Mary Ermitanio, Manatt's manager for Media/Technology/
Advertising, characterizes the new ecosystem as "defined by the
impact of a generational shift and strong preference for digital
viewing, competitive pressures in advertising, and unprecedented consolidation and collaboration in the industry." 

2019

MEETING AT C SPACE C Space conference sessions and exhibits
are based at ARIA. More than 20 new companies are exhibiting
like Amobee, Gracenote, Pinterest, Wunderman and Xandr.
Conference programming runs Monday, January 7-Thursday,
January 10. Exhibits are open Tuesday, January 8 - Thursday,
January 10. Visit CES.tech for the full schedule.
I T I S I N N O VAT I O N
http://www.CES.tech
i3 - January/February 2019

Table of Contents for the Digital Edition of i3 - January/February 2019
