The online advertising industry is witnessing a confluence between technology and media buying innovations and the availability of robust third-party data that is independent of ad inventory. Though third-party data has created exciting new possibilities of bringing offline models online, it has also added a new level of complexity for agencies and advertisers. Panel participants will discuss how agencies and advertisers can take advantage of these innovations to regain control of the bidding and buying of online ad inventory. Attendees will get a reality check on the balance between privacy protection, “lookalike” modeling, and efficacy of targeting efforts from leaders in the advertising ecosystem representing varying perspectives