MediaPost – OMMA Display at Advertising Week

Agenda

8:00 AM

Registration Opens

8:45 AM

Opening Remarks

9:00 AM

KEYNOTE: How Broken Is The Ad Network Business, Anyway?

9:45 AM

Agency Roundtable: Gut Check: Show Us the Performance

This is no longer a test. The ad network industry spent much of 2009 and 2010 erecting a new technical infrastructure that promised to bring search-like performance to display. Data layers, new optimization technologies, real-time bidding and audience-centric ‘demand-side’ buying of audiences rather than contexts were supposed to lift network CPMs, drive new efficiencies, deliver customers. Well? Our panel of media planners and buyers assess where they are (and aren’t) seeing the grand plan pay off thus far. Only a small share of online buys occur in this new complex net of demand side technologies, but what have we learned about its effectiveness? Time for a gut check.

Moderator: Colin Gillis , Senior Technology Analyst and Director of Research, BGC Partners
Panelist: Jason Burnham , CEO, Burnham Marketing; Joe Kowan , Director, Media Systems & Technology, MediaCom US; Abigail Luther , Director, Digital Strategy, East, PHD Media; Ben Winkler , SVP, Director of Digital, Initiative

10:30 AM

KEYNOTE: Performance is in the Eye of the Consumer

11:00 AM

Coffee Break

11:30 AM

I’m With the Brand: Is Ad Net Inventory Ready to Lift the Right Metrics?

Ad networks have a long history of driving performance. And they have just as long a history of claiming or hoping that the major brands finally are ready to invest in their inventory. Now that an array of new technologies are promising more accurate audience aggregation and the kind of transparency cautious marketers require, is the ad net infrastructure really delivering the branded good? Most display ad buys continue to be site specific and tightly associated with branded content, and many publishers now argue that ad net buys are ineffective as branding strategies. We ask marketers and the ad nets to pony up their results. How do the ad nets really measure up to life the key brand metrics marketers want?

Panelist: Linda Gridley , President & CEO, Gridley & Company LLC; Josh Jacobs , SVP Brand Advertising Products and Global Marketing, Glam Media; Peter Platt , Chief Digital Officer, Catalyst; Ronald Shamah , Vice President, SapientNitro

12:15 PM

Friend or Foe? Ad Nets in the Age of the DSP

The demand side platform is all the rage in the display world this year, even if a small share of spending occurs here. But the controversy rages over what the rise of the DSP means for the ad net technology value chain. Are the DSPs really driving significant sales yet? As the agency world partners up with this new model for buying audiences over context, DSPs and real-time bidding services are themselves both partnering with ad nets and looking for premium inventory direct from publishers. Are DSPs competing with partners and moving ultimately to disintermediate the traditional ad network from the value chain? And now the heat is on the ad nets themselves to demonstrate what value they actually bring to the “stack” of data and technologies that comprise ‘Targeting 2.0’ how is that industry going to be impacted by the demand side push?

Panelist: Jarvis Coffin , Co-founder and CEO, Burst Media; Eric Franchi , Co-Founder, Undertone; Brendan Moorcroft , CEO, Mediabrands Audience Platform; Eric Simon , Vice President of Platforms, x + 1

1:00 PM

Lunch

1:15 PM

Lunch & Learn Presentations (Open to All Attendees)

2:00 PM

RESEARCH: Prove It! A Look at Key Performance Metrics for Ad Networks

2:30 PM

Valuing the Data: How Can Agencies Evaluate and Economize on the New Data Layer

Data is the new media. Everyone wants the good stuff. But at what cost and effectiveness? The market is awash in promises about the data points that will get a media buyer closest to their targets, and the costs are rising. How valuable, reliable and cost-efficient is that data layer? How are agencies evaluating price and quality and wringing ROI from the new complex cost structures of ad technology? Ever larger percentages of your agency’s ad buy is going to overhead, including the various targeting parameters and data points the new ad economy makes available. Almost everyone agrees the process needs to get cleaner, clearer and more efficient. In this panel of agency executives and data providers we tackle the next big issue facing the ad net system – streamlining.

Moderator: Steve Ennen , President & Chief Intelligence Officer, Social Strategy1
Panelist: Tousanna Durgan , Associate Media Director, MEC; Loren Grossman , Global Chief Strategy Officer, RAPP; Anurag Harsh , SVP Strategy and Business Development, Ziff Davis, Inc.,; Jeff Hirsch , CEO, Underdog Media; Michael Lampert , Vice President, Group Director, Media, Digitas

3:15 PM

Coffee Break

3:30 PM

Beyond Behavior: Mining New Veins of Semantic, Social, and Contextual Data

It is all about the data, now. Who has it? Who owns it? And how do consumers feel about theirs being used? While much of the data powering the new digital ad machine involves past user behaviors, some marketers are looking outside the usual data pools for ways to target customers, perhaps even more effectively. Semantic content analysis, social media analysis and contextual targeting introduce new targeting techniques that can be used apart from or in concert with the behavioral approaches that dominate current ad technologies. But do they work – to target different segments more effectively and to shield marketers from more controversial data gathering?

Moderator: Paul Knegten , Head of Marketing, Dapper
Panelist: Tom Phillips , President and CEO, Media6Degrees; Amiad Solomon , President, Peer39; Chris Stevens , Sr. Director of Online Marketing, Orbitz.com

4:15 PM

Grilling the Mall Cops: Does Privacy Self-Regulation Have a Chance?

The ad and media industry have turned to their own cops to ‘self-police’ privacy. A collection of groups including a coalition of ad and business associations, BetterAdvertising, NAI, Truste, Future of Privacy Forum and PrivacyChoice.org are offering a range of tools to advertisers, publishers and consumers. All of these efforts are trying to fend off formal regulation by the FTC. But will they work? In the process of crafting user-friendly notifications and opt-outs around data collection, what have these groups learned about communicating the complexities of the technologies that target consumers? Are the new approaches truly transparent for all parties? Could they even help make ad targeting a collaboration among marketer, ad net, publisher and consumer? Or will privacy activist and legislators continue to press for more. Now that the self-regulatory apparatus is taking shape, we call in some of the principals for the traditional Mediapost ‘grilling’ of hard questions.

Moderator: Wendy Davis , Senior Writer, MediaPost Communications
Panelist: Justin Brookman , Senior Resident Fellow, Center for Democracy and Technology; Fran Maier , President and Founder, TRUSTe; Scott Meyer , CEO, Evidon; George Pappachen , Chief Privacy Officer, Kantar/WPP

5:00 PM

Cocktail Party

"The OMMA events and Summits are well attended by the right people in our space to facilitate open conversations around how we can continue to grow online media. I find the conferences well thought out in terms of content, and well attended by the kind of people our company needs to talk to."

Jeffrey K. Hirsch, President & CEO, AudienceScience

"I was extremely impressed with the quality of delegates attracted by the show. As always, the OMMA staff is a pleasure to work with and did an outstanding job representing our brand. The OMMA conferences deliver excellent value to sponsors and exhibitors, and we look forward to participating in future successful shows."

Julia Casale, EVP of Marketing, Casale Media

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