π IAB HK AdTech Friday: Smart Growth, Real Impact π
May 14, 2026
A huge thank you to everyone who joined us for an evening of deep dives into the mechanics of modern marketing! We explored how to move beyond basic metrics to achieve "Smart Growth" and uncover the true impact of every dollar spent.Highlight
Precision Conversions: Move beyond "clicks" by using programmatic precision to target high-value actions that drive genuine business outcomes
Audience Efficiency: Leverage first-party data and privacy-safe segmentation to reach the "right" customers while eliminating costly overlapping reach
True Incrementality: Utilize Marketing Mix Modeling (MMM) and lift studies to separate correlation from causation, identifying touchpoints that actually move the needle.
Strategic Measurement: Align on common frameworks across the organization and embed measurement from the start to ensure data-driven growth
Applause to our Speakers & Moderators:Panel Discussion 1: Boosting Conversion Rates with Programmatic
Nicholas Siu, Business Director, dentsu Hong Kong Franklin Law, Marketing Director, Ocean Park Corporation Moderator: Jossie Liu, Lead Associate Account Director, The Trade DeskPanel Discussion 2: Boosting Conversion Rates with Programmatic
Jean Wu, Senior Manager, APAC, Ekimetrics Hong Kong Tammy Sy, Head of Marketing Innovation, Hang Seng Bank Agnes Chan, Marketing Science Partner, Meta Moderator: Zoe Cheng, Commercial and Marketing Director, APAC, Ekimetrics Hong Kong
Special thanks to the Programmatic & Measurement Committee especially Timmy Bankole (Co-Lead) and Alex Lee for sharing survey results; Zoe Cheng (Co-Lead), Jo Liu, Jonathan Chan and Noelle Wong for sharing Hong Kong Programmatic & Measurement Landscape.
A big thank you to The Trade Desk for being our venue partner and hosting us in their wonderful space, and to Ekimetrics Hong Kong for generously sponsoring the wine for our networking session! Stay connected with IAB HK for more exciting industry events and networking opportunities