MediaPost – OMMA Display at Advertising Week

Agenda

8:00 AM

Registration Opens & Continental Breakfast Available

9:00 AM

The Real Changes Have Only Begun: Are You Well Armed?

9:45 AM

Agency Panel: Chasing the Same Audience; Chasing the Same Advertisers

As the ad networks, agencies and publishers embark on this new age of audience targeting, the lines among the participants is blurring rapidly and starting to confuse the market. Buyers and sellers, optimizers and technologies are all trying to claim audience fulfillment as their own. Publishers are building audience-centric models while agencies are trying to build their own platforms. Who is cooperating with whom and who is competing with whom? Is there a supply “chain” anymore or just all links trying to talk directly to the advertiser? Our panel of agency executives explores what this new era of audience-centric planning and buying means.

Panelist: Darren Herman , Chief Digital Media Officer, The Media Kitchen; Brian Lesser , General Manager, Media Innovation Group (WPP); Joe Weaver , Group Director, Digital, Omnicom/M2M Media; Nathan Woodman , Chief Operating Officer, Digilant

10:30 AM

The Silver Platter: Who Will Deliver Audience?

11:00 AM

Coffee Break

11:30 AM

The Great Ad Net Debate

The bickering between premium publishers and the ad network value chain doesn’t seem to be any closer to a resolution now than it was a year ago. Agencies are pressing the nets for greater transparency. Publishers either fire their networks altogether or push back against channel conflict. More recently, some publishers argue that the ad nets are ineffective channels for advertisers anyway. In this panel of publishers and Ad Nets we explore ways of moving this ball forward in this debate. Can these two parties find ways of leveraging auction-based delivery, managing guaranteed deliveries to networks, and enforcing creative standards to make the network system work better for everyone?

Moderator: Alan Chapell , President, Chapell & Associates
Panelist: Joe Apprendi , CEO, Collective; Andy Atherton , Chief Operating Officer, Brand.net; Beth-Ann Eason , COO and GM, Beliefnet/Fox Digital Media; Jeff Hinz , Managing Partner, U.S. Digital Director, GroupM, Mediacom; Ari Rosenberg , President, Performance Pricing, LLC

12:15 PM

Facing Up to Privacy: Challenge or Opportunity?

The time for hand-wringing and foot-dragging on the online privacy issue is over. Regulation and legislation are looming, and the long-promised industry self-regulation is only warming up. Something is about to be done to safeguard consumer data and identity online, but no one knows yet just what that will be. Clearly, publishers and advertisers need to learn ways of speaking with consumers, but who will own the privacy issue online? Is there actually an opportunity for digital marketers to enhance their relationships with consumers by engaging the issue more frankly? Where is the self-regulatory plan and what will it require of the value chain? As time runs out for debate over the issue, we opt-into what online privacy may look like in 2010.

Moderator: Wendy Davis , Senior Writer, MediaPost Communications
Panelist: Jim Brock , Founder & CEO, PrivacyChoice; Cathy Dwyer , Ph.D., Associate Professor of Computer Science and Information Systems, Pace University; George Pappachen , Chief Privacy Officer, Kantar/WPP; Alison Pepper , Director of Public Policy, IAB

1:00 PM

Lunch

2:00 PM

An Emerging Display Ecosystem

2:30 PM

Detangling the Nets: Can Anyone Simplify “The Stack?”

The “stack” of technologies now at play in well-targeted and well-optimized ad campaigns has become daunting. In just the last year we have seen new layers pile on: network and data exchanges, sell side and now buy side optimizers, social media targeting products all promise greater campaign efficiencies. Many buyers complain that they need advanced technology degrees just to understand the components that are supposed to deliver on the digital promise. Each layer of “efficiency” adds more cost and complexity to the process. Is this any way to run an ad environment? What are the Ad Nets doing to make the process of buying to advanced targeting and optimization technologies more palatable and streamlined? We bring buyers and sellers together on this panel to hash out a game plan.

Moderator: David Cooperstein , Research Director, Forrester Research
Panelist: Corinna Calhoun , Sr, Director Ad Networks, Microsoft; Paul Martino , CEO and Co-Founder, Aggregate Knowledge

3:15 PM

Coffee Break

3:30 PM

Vetting the Data: Which Targeting Points Get You Closest to Your Audience and Your Goals?

Data, data everywhere, but from which bucket do you drink? The social graph, purchasing histories, behavioral histories, intent-based re-targeting - so many new data points to consider, so little clarity. How can marketers map these new data points and targeting options against the audience they seek and the campaign goals they need to hit? Which kind of data is most important to specific campaigns? This panel brings together academics, buyers and technology companies to explore what data marketers need, how to set expectations for advertisers, and how networks, technology companies and advertisers can get a better understanding of how to speak the same language in a field that reinvents itself regularly.

Moderator: Steve Ennen , President & Chief Intelligence Officer, Social Strategy1
Panelist: Peter Fader , Professor of Marketing, The Wharton School of University of Pennsylvania; Konrad Feldman , co-founder & CEO, Quantcast; Loren Grossman , Global Chief Strategy Officer, RAPP; Dave Helmreich , VP, Interactive Marketing, TARGUSinfo; Omar Tawakol , CEO, BlueKai

4:15 PM

Is the Long Tail Wagging? Have the Vertical Networks Lived Up to Their Own Hype?

We end OMMA Ad Nets with a super-sized industry jam session taking on the question of vertical ad networks from across the long value chain. Whatever happened to those 400 Ad Nets of a year ago, each serving every imaginable niche? From casual gamers to high income “affluentials,” auto buyers to tech geeks, gourmands to active athletes, everyone has a network. These nets once promised buyers not only superior targeting of specialized audience but also touted their better service, expert knowledge of audience, and deeper ad integration with member sites than marketers could get from the big horizontals? Has there been a shakeout in the last year and what have we learned about what it takes for niche nets to survive and thrive moving forward?

Moderator: Colin Gillis , Senior Technology Analyst and Director of Research, BGC Partners
Panelist: Russell Fradin , CEO & Co-Founder, Dynamic Signal; Rick Gardinier , SVP, Chief Digital Officer, Brunner; Linda Gridley , President & CEO, Gridley & Company LLC; Jeff Hirsch , CEO, Underdog Media; Brian Silver , Chief of Right Media, Yahoo!; Jim Waltz , CEO, Beanstock Media

5:15 PM

Cocktail Party

Our company is not located in New York, San Francisco, or LA, so an event like OMMA Ad Nets allows us to conduct meetings and collect "insider" insights in a very focused and ROI-driven manner. Attending OMMA Ad Nets is a market research buy as much as (if not more than) it is a lead generation buy.

-- Kirby Winfield, Mpire

OMMA AD Nets is a comprehensive view of the ad network industry and provides a well-rounded agenda of interest from entry-level employees to senior executives.

--Jaan Janes, President, Business & Product Development, Seevast

OMMA AdNet event uncovers the basic mysteries of ad networks that are often hidden with buzz words, technologies, and over-hyped rumors right in front of the faces of the upper management level. In this event, it is shown, which ad network adds value to the industry, and which is just a replica of a replica.

-- Johan Gunawan, Ad Serving Support Specialist, IAC Advertising Solutions

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