The Seismic Shift: From Buying Content to Buying Audiences.
Hosted By Tameka Kee, Editorial Director, DM2 Media
8:15am: VIP Breakfast Conversation: Targeting and the Consumer: Kicking off the morning, DIGIDAY Senior Editor John Gaffney moderates a conversation with four of the nation’s most distinguished and respected legal and research experts. The topic? The consumer. More specifically, the...
[read more] The Seismic Shift: From Buying Content to Buying Audiences.
Hosted By Tameka Kee, Editorial Director, DM2 Media
8:15am: VIP Breakfast Conversation: Targeting and the Consumer: Kicking off the morning, DIGIDAY Senior Editor John Gaffney moderates a conversation with four of the nation’s most distinguished and respected legal and research experts. The topic? The consumer. More specifically, the position of the consumer in the online advertising landscape. While most agree that the consumer’s position is central and many strides are being made across industry self-regulation, standards and best practices, where is the consumer voice? Join this panel to hear it loud and clear. Expert commentary, consumer feedback and survey results will provide the most meaningful picture to date.
Moderator: John Gaffney, Senior Editor, DIGIDAY:DAILY
Speakers:
Charles Curran, Executive Director, The Network Advertising Initiative
Steven Vine, Chief Privacy Attorney, Preference Central
Karl Lendenmann, Chief Research Director, PreferenceCentral
Timothy Tobin, Associate, Hogan and Hartson
9:00am: Morning Keynote: Self-Regulation, Legislation and the Big Debate Over Online Behavioral Advertising: Chuck Curran, Executive Director of the Network Advertising Initiative (NAI), will discuss how industry self-regulation remains an essential component of the current legislative and regulatory debate over targeted advertising. He’ll explain why continued innovations in consumer transparency and control, including enhanced approaches to consumer notice, will help shape the outcome of the policy debate. Keynote: Chuck Curran, Executive Director, NAI
9:30am: The State of Targeting in 2010: DM2PRO teamed up with AudienceScience to survey marketers and publishers about how they’re using targeting and data to build campaign value and performance. Join AudienceScience CEO Jeff Hirsch as he digs into the findings to offer a read on the “State of Targeting” in 2010. Presenter: Jeff Hirsch, CEO, AudienceScience
9:45am: The Seismic Shift: From Buying Content to Buying Audiences: Content is no longer king for advertisers. It's the audience brands want. Or is it? What are the agencies buying today? Content or Audience? How have the planning and buying strategies shifted now that a highly targeted audience is at the fingertips of a every budget? With millions of dollars of client budgets under their control, the big media-buying agencies (and their holding companies) have a vested interest in being able to bid on premium display inventory at the best price, optimize their spend and performance, and set custom targeting guidelines -- and now the incremental value of an ad impression going to 3rd party data providers is making the physical location of ad impression less differentiated. Join execs from the leading media agencies and hear how they are buying on behalf of the brands they represent, for real insights beyond the hype.
Moderator: Joe Apprendi, CEO, Collective Media
Speakers:
Brian Lesser, GM, The Media Innovation Group (MIG), a WPP Company
Kurt Unkel, SVP, Publicis' VivaKi Nerve Center
Adam Kasper, SVP, Managing Director, Havas Digital's Innova
Darren Herman, Chief Digital Media Officer, kbs+p/The Media Kitchen
10:20am: Networking Break
10:30am: Audience Targeting Spotlight: The Rubicon Project
10:45am: Publishers, Media Companies and The New Data Ecosystem: Opportunity or Threat? Publishers, whose content has served as a proxy for audience, are utilizing data to help marketers reach the precise targets they’re after. It’s not a silver bullet, but data is giving publishers a new way to find more value in their inventory, sell inventory segments at higher rates, and attract non-endemic marketer budgets. We'll take a look at how publishers and media giants are using data to their advantage as well as pitfalls to creating a world based on audience. You'll hear from the top media executives who are leading the way in targeting audiences across their media platforms.
Moderator: Shawn Riegsecker, President-Founder, Centro
Speakers:
Nick Johnson, SVP, Digital Media Sales, NBC Universal
Brian Quinn, GM/SVP, Digital Ad Sales, The Wall Street Journal
Ramsey McGrory, Vice President, Yahoo North American Marketplaces
Hugh McGoran, VP, Sales, Turn
11:20am: Audience Targeting Spotlight: Lotame
11:35am: The Marketer Targeting Showcase: Marketers and agencies in the Automotive, CPG and Entertainment verticals show off three specific examples of how they used targeting technology to reach their desired audience and achieve marketing goals.
Speakers:
Bill Ussery, Marketing Director, Aston Martin Americas
Sal Tripi, Senior Director of Operations and Compliance, Publishers Clearing House
12:10: Lunch Pick-up
12:30pm: Audience Targeting Spotlight: eXelate
12:45pm: Lunch Keynote Panel: Pulling it All Together: Join a trifecta of online marketing and targeting thought-leaders -- including an e-commerce vet, an offline data provider, and a performance agency exec -- as they share examples of how they used a variety of tools from Aol's ad targeting platform to craft effective, efficient digital campigns. Learn how some of the most innovative targeting technologies can help eliminate waste, and improve ROI -- all without being "scary" for your target audience.
Moderator: Jeff Hochberg, VP, Audience Targeting, Aol Advertising
Speakers:
Dave Chiang, Head of Data Licensing & Strategy, eBay
Curtis Villars, VP, Client Partner, Experian
Chris Hansen, VP, Performance Marketing, Innovation Interactive
1:20pm: Audience Targeting Spotlight: Collective Media
1:35pm: Social Media Targeting: How Do Brands Really Make Friends? If the whole point in social media is that the consumer is in control, are advertisers kidding themselves with the thoughts that they can actually deliver a message and induce desired behavior by targeting through social media? This session looks at the tools, pot holes, and successes in targeting techniques in social media or completely debunks them!
Moderator: Mike "JB" John-Baptiste, CEO, Peerset
Speakers:
Pip Marquez de la Plata, SVP, Marketing, Meebo
Nichole Goodyear, Co-founder, CEO, Brickfish
Lisa Marino, Chief Revenue Officer, RockYou
Eric Wheeler, CEO, 33Across
2:10pm: Audience Targeting Spotlight: TargusInfo
2:25pm: Found Money: Building More Dollar Value Into The Content Chain: Publishers have a plethora of options that they can use to help build more value into their inventory: Semantic technology, retargeting, contextual ads, and of course, behavioral targeting. There are also the myriad yield optimization and ad-server management platforms on deck. So how do publishers choose the right technology and sales partners? We dig into the pros and cons of each platform on this panel, with execs providing specific examples of where their technologies worked (and sometimes where they didn’t).
Moderator: Jason Kelly, VP, Digital Strategy and Revenue Development, Time Inc. Digital
Speakers:
Amiad Solomon, President, Peer39
Ben Barokas, President, Co-founder, AdMeld
Paul Cimino, CEO, Brilig
Zephrin Lasker, CEO & Co-founder, Pontiflex
3:00pm: Audience Targeting Spotlight: Turn
3:15pm: The Next Big Shift: Targeting's Bullseye on Branding: How do we move BT/Databased targeting from the direct response realm into the world of branding? Participants include data experts, brands, agencies and advertisers who will discuss the shifts they are making for brand building in a highly charged world of DR today.
Moderator: Dave Smith, CEO & Founder, Mediasmith
Speakers:
Tariq Muhammad Walker, VP, AOL Black Voices
Ben Kunz, Director, Strategic Planning, Mediassociates
Mark Zagorski, CRO, eXelate
Jeff Hirsch, CEO, AudienceScience
Omar Tawakol, Chief Executive Officer, BlueKai
3:50pm: Networking Break
4:00pm: Audience Targeting Spotlight: BlueKai
4:15pm: Why Is Targeting On The Hot Seat? Is Government Regulation Imminent? When key government officials tell the online advertising business that we’re down to our last strike, it's hard not to take notice. But why is online media on the hot seat while other industries seemingly are not? And what is the potential impact of increased governmental regulation and scrutiny? Come hear an industry veteran’s update on the future of the business of interactive ad targeting -- and how what’s going on DC is going to shape your business over the next decade. Presenter: Alan Chapell, President, Chapell & Associates
4:30pm: A Town Hall Meeting on Targeting: Continuing the conversation from the Beltway Update 2.0, a leading publisher, a targeting technology provider and an agency exec will dig into the issues of compliance, regulation and consumer privacy. How are publishers perceiving the pending regulation? Are agencies taking privacy concerns into account at the start of the targeting discussion? And how can targeting technology providers survive if the Feds do lay down the law?
Moderator: Tom Hagopian, VP, Addressable Advertising, Acxiom
Speakers:
Liberty Carras, SVP, Sales, CNNMoney.com
Scott Portugal, CRO, TRAFFIQ
Dean Donaldson, Director, Digital Experience, Eyeblaster
Adam Lehman, COO, Lotame
5:05pm: Spotlight Presentation: Achieving Scale with Semantics: Reaching the right audience at scale has proven to be a complex task for online advertisers. With content distributed across innumerable locations, cookie-based technologies have become the default targeting tactic, but they're not the only option. Semantic targeting lets marketers aggregate millions of users across relevant content -- without all of the privacy concerns. Learn how semantic systems can actually understand the true sentiment of web content and determine what a user is reading about, then target the right message at the right time. Presenter: Amiad Solomon, President, Peer39
5:20pm: Is it Marketer Safe? How to Protect The Brand: How do marketers make their way through the channels and find high quality placements across audience networks today? It is a mad-mad world out there as marketers buy based on audiences instead of high quality and controlled contextual content placements. Brands can become vulnerable and wind up in low-grade content that may not be supportive of their brand. Advertisers must proceed with caution when selecting their network partners and where their creative runs. How do brands and advertisers gain visibility and find guaranteed brand protection? Who are the real protectors of the brand? And how can you find them?
Moderator: Andrew Koven, President, e-Commerce and Customer Experience, Steve Madden
Speakers:
Kirby Winfield, President & CRO, Mpire
Kara Weber, VP, Marketing, The Rubicon Project
Chuck Cordray, SVP, GM, Hearst Magazines Digital Media
Scott Knoll, GM, Aperture
6:00pm: DIGIDAY:HAPPY HOUR: The cocktail party and networking function will allow attendees to continue to carry on conversations after the general session and sessions conclude. It will give attendees a chance to discuss the ideas, sessions, debates presented at the event over food and drinks. Sponsored by Pontiflex
