Ask a marathoner what race weekend costs and you'll hear about new trainers, a flight, a hotel near the start line, and a carb-heavy dinner the night before. Each purchase lands in a different network's data, and most campaigns treat those networks as strangers. A hotel booking hints at family size and budget; a weekly shop hints at values and life stage. Combine the right signals and an auto brand, a bank, or a sportswear maker can reach people no single network could deliver on its own.

So why does so little of this happen? That’s what this session is about. Collaboration among RMNs and CMNs can open budgets that sit out of reach today, especially from non-endemic advertisers—but it has to simplify the buy instead of adding another layer of complexity. 

Our speakers will dig into the question underneath the vision: whose job is it to turn a clever tie-up idea into a working plan, and what does each partner need to bring?