Last month, I had the chance to attend the Midwest Digital Marketing Conference (MDMC) in St. Louis alongside Ventura VP of Growth Natalie Canavati. The energy was high, the sessions were packed, and the conversations were refreshingly honest. From AI to paid media strategy, it was clear that marketers across the Midwest are thinking big—and moving fast. As someone focused on client growth through programmatic advertising, it was especially valuable to hear how other brands and agencies are tackling the same challenges and opportunities we see every day.
Here are a few takeaways that really stood out:
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Programmatic is Evolving Fast
Programmatic is no longer just a line item in the media mix—it’s the strategy. From roundtable discussions to mainstage sessions, it was clear that brands and agencies are leaning into programmatic not only for efficiency, but for the precision and flexibility it brings to cross-channel execution.
Whether it’s paid social, display, video, or CTV, the smartest marketers are using real-time data to drive performance and personalization at scale. That means tighter targeting, better attribution, and ultimately, better outcomes.
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AI in Marketing Isn’t Optional Anymore
AI came up in almost every session—from media buying and creative automation to predictive modeling and audience segmentation. But this wasn’t just hype. The message was clear: AI is no longer a question of if, but how fast.
It’s already reshaping how we test creative, optimize campaigns, and personalize messaging. For marketers looking to stay competitive, scaling AI tools and strategies is now a must—not a maybe.
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Marketing Ops Is the New MVP
One of the most refreshing themes was the spotlight on marketing operations. From CRM systems and brand governance to campaign QA and analytics, ops teams are finally getting credit for the role they play in marketing success.
As one speaker put it, “You are the competitive advantage when you master ops.” And it’s true—operational excellence is what allows innovation to actually scale, and it’s often what separates great agencies from good ones.
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Cross-Functional Alignment Drives Execution
In a standout session from Caleres (parent company of brands like Famous Footwear), speakers shared how their eCommerce success didn’t come from flashy tech or huge budgets—it came from alignment.
When merchandising, digital, and content teams are working together with shared KPIs and insight-backed decisions, results follow. It was a great reminder that collaboration still beats silos, even in a tech-first world.
Final Thoughts: Connections Still Matter
While the sessions were packed with great insights, some of the best moments came from the informal conversations—whether it was chatting over coffee or swapping stories during roundtables.
As much as our industry evolves, one thing hasn’t changed: relationships still drive everything. That’s what makes conferences like MDMC so valuable—not just for learning, but for growing our community.
I’m already looking forward to next year. Until then, let’s keep the conversation going! Want to connect about what I learned or explore how Ventura Growth supports independent agencies with programmatic expertise? Contact us today!
