Agenda

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Monday, September 23

7:30 AM
8:45 AM
MC
Chuck Martin , Bestselling Author and Columnist , MediaPost
9:00 AM
Keynote
Esther Lee , SVP Brand Marketing & Advertising , AT&T
Interviewer
Barbara Lippert , MediaPost Columnist
9:30 AM
Moderator
Nancy Hill , President-CEO , AAAA
10:15 AM
10:30 AM
11:00 AM
11:00 AM
11:30 AM
Razorfish CEO Pete Stein kicks off OMMA Display on a practical note. How should planners and buyers best navigate the dizzying array of choices now on their dashboards to get the most from the display ecosystem. And then we sit down for a conversation with ad agency veteran and now Weather Channel Global CRO Curt Hecht to discuss how his brand is successfully pulling all the levers of display. From premium to programmatic, data solutions to in-app innovations and mobile video, TWC demonstrates the power of dominating a vertical.
KeynoteS
Curt Hecht , Chief Global Revenue Officer , The Weather Company
Pete Stein , Global CEO , Razorfish
12:15 PM
Are premium publishers online just kidding themselves about their business models at this point? Close to a quarter of inventory is now running through RTB platforms, another third through networks and barely 40% via direct sales. Audiences are so cheap and more easily assembled at scale via demand side platforms, how much of a future for how many major players is there left for the marquee media brands? We ask buyers and sellers to reflect on whether the media models of the last century can really survive the press of the new ad tech machine.
Moderator
Stephanie Grossman , SVP, Business Development , Adomic
PanelistS
Lung Huang , VP of Digital Advertising, Global Partnerships , dunnhumby
David Jacobs , SVP , AOL Networks
Christine Peterson , US Group Director , MRY
Tracy Raiser , SVP, Sales , About.com
Jay Seideman , US Director of Targeting and Exchange Team , Microsoft
1:00 PM
1:30 PM
2:00 PM
Keynote
Miles Nadal , Chairman & CEO , MDC Partners Inc.
Facilitator
Joe Mandese , Editor-in-Chief , MediaPost
2:30 PM
Moderator
Jon Bond , Editor-at-Large , MediaPost
3:15 PM
3:30 PM
4:00 PM

Every publisher claims to be “going native” and offering more integrated ad solutions for clients that make ads feel like content. And many claim ridiculously high engagement rates as a result. But does it really scale? And does it fit within any sustainable business model for the publishers? Where does this kind of digital advertising really fit within a larger media plan? Can it be part of a larger campaign and serve a specific function? And how are buyers and planners actually valuing these engagements? In other words, we ask media buyers and planners in the space, can “native advertising” ever fit neatly into the larger program?

Moderator
Stacy Minero , Leader, Content Marketing , Mindshare
PanelistS
Rich Antoniello , CEO , Complex Media
Michael Cole , Head of Sales and Strategy , Reddit
Eric Korsh , VP/Group Director, Brand Content , DigitasLBI
Tom Pettus , VP/Creative Director , INNOCEAN USA
Samantha Skey , Chief Revenue Officer , SheKnows
4:45 PM

An entire ad economy and infrastructure has been built on the premise of third party cookies tracking, accumulating and easily passing user data across partners, exchanges and trading desks. But as browsers start shutting tracking off by default, privacy experts and industry reps start parsing the real meaning of “Do Not Track” and much of Internet usage is migrating to cookie-unfriendly mobile platforms anyway, is it time to rethink this? What is the state of the argument now among industry reps like the IAB and watchdogs and regulators? Should the ad supply chain be looking for post-cookie solutions that preserve privacy and allow true cross-platform targeting? 

Moderator
Wendy Davis , Senior Writer , MediaPost
PanelistS
James Green , CEO , Magnetic
Marc Groman , Executive Director, General Counsel , Network Advertising Initiative
Rod Hook , Co-founder and CTO , Dstillery
Colin Jeavons , CEO and President , Vertical Search Works
Dave Reed , SVP, Revenue Operations , Mediamath
5:30 PM

Tuesday, September 24

7:30 AM
8:45 AM
Keynote
Joe Tripodi , Executive Vice President and Chief Marketing and Commercial Officer , The Coca-Cola Company
9:30 AM
Moderator
David Edelman , Partner, Marketing & Sales Practice , McKinsey & Company
10:15 AM
10:30 AM
11:00 AM
11:30 AM

How much is that data in the window? And how do we know if it is any good, why it costs so much, how well it matches the data we already have? It is time to explore how a rational market emerges in the new data economy. How is value and pricing being set, and by whom? Media buyers often quip that everyone seems to be trading off of the same pool of third party data. So how are these data providers differentiating their wares? How are buyers establishing quality control? Buyers are asking themselves deeper questions about how value and quality are established and the relative value of online, offline, transactional, social, customer service and other inputs. We ask members throughout the supply and buying chain how they are making these calls, differentiating data product and whether there is any hope of getting a more rational marketplace.

Moderator
Pratush Gupta , Partner, Director , GroupM Data & Analytics
PanelistS
Eshwar Belani , VP of Biz Dev & Product , Rocket Fuel
Rick Erwin , President , Experian Marketing Services
Chad Maxwell , SVP, Integrated Insights , Starcom MediaVest Group
Sarah Newhall , EVP and Director of Analytics , Blue State Digital
12:15 PM
Search marketers know data, because performance marketing ties knowledge of specific actions to revenue every day. Social media marketers identify subject matter for the purposes of amplifying conversation or maintaining a relationship. Social media and search have begun to work together in the form of using performance marketing data at the subject matter level to benefit both disciplines. Naturally, marketers would want to start using this information to not only target, but buy and manage paid media placements as well. This discussion will focus on advanced tactics for using subject matter data to help search, social and media buying disciplines work together for a more effective media mix.
Moderator
Kevin Ryan , CEO and Founder , Motivity Marketing, Inc.
PanelistS
Josh Dreller , Director of Marketing Research , Kenshoo
Jeff Ferguson , CEO/Founder , Fang Digital Marketing
Shreya Kushari , SVP, Search Marketing , DigitasLBi
Jon Opdyke , CEO , HookLogic
Joe Weaver , Managing Director, Partner - Trading Desk , Mindshare
1:00 PM
2:00 PM
Keynote
Tim Westergren , Founder and Chief Strategy Officer , Pandora
Interviewer
Bob Garfield , Columnist , MediaPost
2:30 PM
Moderator
Christopher Vollmer , Partner, Global Media and Entertainment Practice , Booz & Co.
3:15 PM6th Floor
3:30 PM
4:00 PM

The new kid on the RTB block has made quite a splash. The Facebook Exchange brought a massive new load of inventory into the market in the last year, with many early indications of strong performance. But how does this major new presence in display fit within the larger online plan? We ask both buyers as well as Facebook tech partners to identify best practices in executing FBX campaigns, identifying the right categories, creative and objectives to apply here, and how to clarify some of the still-obtuse details of how this platform works in relation to the rest of Facebook opportunities. 

Moderator
Mark Walsh , Reporter , MediaPost
PanelistS
Sabine Cummins , VP of Media , iCrossing
Rob Griffin , EVP, Global Head of Digital , Havas Media
Christopher Hansen , President , Netmining
Scott Shapiro , Product Marketing Manager , Facebook
Robert Spratlen , Sr. Director, Advertiser Solutions , OpenX
4:45 PM

More than 100 billion video impressions will have been sold this year via RTB platforms, according to Forrester, nearly doubling since last year. But is this the way publishers want to have their streaming media brought to market, and can they maintain their premium price advantage here? Are marketers finding the scale and targetability they need in this space yet as publishers test the market with private exchanges? Is the technology and the press for programmatic solutions across platforms driving the market into new models of programmatic premium. And in the end, is all of this a warm up for more automated, auction based approaches to all video, including TV?   

Moderator
Jenna (Umbrianna) Gino , VP, Programmatic Media Director, Affiperf , Havas
PanelistS
Eric Franchi , Co-Founder , Undertone
Neeraj Kochhar , Managing Director, Programmatic , Magna Global
Cheryl Stump , Director of Video , Vivaki Audience on Demand
Erik Swain , SVP, Global Operations , SpotXchange