April 29 - May 2, 2015
Key Largo, FL

Event Sponsors

Agenda

Wednesday, 04/29

6:00 PM
Welcome Cocktail ReceptionTown Hall Lawn & Patio

Thursday, 04/30

7:30 AM
Registration Opens
8:00 AM
Breakfast
8:45 AM
Opening Remarks
9:00 AM
Keynote Interview: Delivering Data-Driven 1-to-1 Advertising Experiences

Programmatic buying can be a major advantage for advertisers and a major challenge for publishers facing plummeting CPMs.  Publishers need to know their audiences better than ever before – and need to be an essential part of advertisers’ 1-to-1 advertising strategy. We sit down with AccuWeather CEO Barry Lee Myers to explore how his brand uses personalized data-driven programmatic advertising to maximize campaign impact. Location, behavior, hyper-local current and forecast weather conditions create big data opportunities to target users in innovative ways. And multi-platform reach across digital, apps, traditional media, and a new national AccuWeather Network also uniquely keeps brand messages in front of consumers in more relevant, cost-effective ways than ever before.  

 

Interviewee
Barry Lee Myers, CEO, AccuWeather 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:30 AM
Panel: From Media Selling To Audience Buying: Surviving the Tectonic Shift
For over a century, media companies sold, well, media:  advertising against content, context, adjacencies as a proxy for audience. Digital behavioral tracking and programmatic platforms have reversed the polarity and uncoupled audience from content and given buyers more direct access to consumers. This shift is already transforming the agency world, but how will publishing adjust? Is this a threat to the core value proposition of major media brands? How does a company staff, invest, develop and re-package product in this buyer’s market? What is a sustainable strategy when technology threatens to disintermediate media? We start the Publishing Insider Summit by asking the big strategic question of publishers: how do your companies need to change fundamentally in order to see 2025?
Moderator
Daniel Ambrose, Principal, Ambro.com 
PanelistS
Zach Friedman, VP, Digital Ad Sales, Fox News Channel 
Jason Kint, CEO, Digital Content Next 
Chip Schenck, VP, Programmatic Sales and Strategy, Meredith 
10:15 AM
Keynote: Seize the Day
There's no point in putting your head in the sand and pretending that programmatic isn't here to stay. It is and it's growing.  Learn how smart publishers are using programmatic tools to master yield management strategies and maximize the value of every impression. In the process they're making their best advertisers happy and reaping the rewards as a result.
Keynote
Susan Bidel, Senior Analyst, Forrester 
10:45 AM
Panel: Master The Data, Master the Revolution
Advertisers got the drop on media by embracing digital data and often knowing more about an audience than the publisher itself. And for years, ad tech companies freely hijacked audience from their purported media “partners.” Now, publishers are fighting back: building data management platforms, securing user data, parsing audiences more effectively for buyers and developing new consumer and ad products out of these analytics. But how do media companies become  truly “data-driven?” What technologies, staff, skill sets and company-wide education are needed to catch up with the buy side and compete against some digital native rivals who caught on long ago? And at the same time, media remains a creative endeavor. How “data-driven” do they want to be?
Moderator
Stacia Hanley, Media Director, School of Thought 
PanelistS
Peter Cherukuri, Executive Vice President of Advertising & Business Development, Politico 
Dennis Colón, Executive Director, Revenue & Advertising Operations, Conde Nast 
Rob Finora, VP, Business Development/Partner Development, AOL 
Greg Toothaker, SVP of Revenue Operations, Tribune Media 
11:30 AM
Panel: Audience Extension and Publishers As Agencies
Publishers now have the tools to buy audiences as easily as the agencies coming to them. Why shouldn’t they become expert in selling to advertisers even larger reach than they have in their own portfolio? What is the promise and peril around audience extension in a programmatic age? How can publishers sell more inventory than they have without putting their clients at risk?
Moderator
Bob Garfield, Co-Host, On The Media/Host, “The Genius Dialogues” 
PanelistS
Jeremy Ostermiller, CEO, Altitude Digital 
Kenny Rosenblatt, President, Arkadium 
Connie Spence, Senior Director, Interchange Demand, Krux 
Tim Trevathan, SVP Publisher Solutions, Defy Media 
12:15 PM
Roundtables
Audience Extension: Sellers As BuyersConnie Spence, Senior Director, Interchange Demand at Krux

How Can Publishers Be Masters Of Their Data Domain?Rob Finora, VP, Business Development/Partner Development at AOL
What Is The Value Of Context In An Audience Buying World?Jason Kint, CEO at Digital Content Next

1:00 PM
Lunch
Snorkeling at John Pennekamp Coral Reef
Deep Sea Fishing
Eco Kayaking Tour
6:30 PM
Cocktail PartyOcean Room
7:30 PM

Friday, 05/01

8:00 AM
Full Breakfast
8:45 AM
Keynote: Ahead of our Time
David Payne talks about Gannett’s efforts to coherently manage its product and user strategy in a world of increasing automation and personalization.  
Keynote
David Payne, Chief Digital Officer, Gannett Co., Inc. 
9:15 AM
Panel: It Is All About Yield: Inventory Management In the Programmatic Era

Now that publishers are all in (mostly) to programmatic platforms, managing inventory becomes a more complex affair. How are different media companies crafting yield strategies? How are they evaluating which channels get what impressions – balance scarcity, price, schedule, audience value and their direct sales? Can open exchanges sometimes yield better than one’s private or even guaranteed platforms? We ask the people managing some of the most advanced portfolios how they are making the calls that maximize monetization.

Moderator
Bob Garfield, Co-Host, On The Media/Host, “The Genius Dialogues” 
PanelistS
Sean Holzman, Chief Digital Revenue Officer, Bonnier Corporation 
Brian Kroski, Chief Digital Officer, American Media Inc. 
Ken Leeder, SVP Programmatic Advertising, IAC 
Esco Strong, Director of Programmatic Advertising, Microsoft 
10:00 AM
Going Native 2.0: Targeting, Analytics, Insight
Putting sponsored content into the feed was only step one. As most brands look to expand their native ad spend this year, they are also looking for publishers who can deliver both ROI and deeper analytics and insight into who is reading their content where and with what impact. Data, metrics and analytics are the next frontier as native enters maturity. We will see how better audience segmentation and targeting will distinguish the next generation of native offerings.  How can publishers use audience data on the front end to aim and optimize content towards the most receptive, influential audiences? But how can they also deliver to clients greater transparency on the back end – engagement metrics, share-ability, and performance across different social channels? Like everything else in the digital realm, even native formats need smarter uses of data to bring greater precision, scale and order to the channel’s least standard ad form.
Moderator
Erik Sass, Editor, Publishers Daily, MediaPost 
PanelistS
Tim Doelger, Director, Business Development, Mobile, MXM 
Paul Josephsen, Vice President, The CoLab, Thrillist Media Group 
Cara Kunkel, Marketing Director, Jumpstart Automotive Group 
Spencer Sloe, VP, Head of Operations, Huffington Post 
10:45 AM
Presentation: Taming The Programmatic Dragon
Incorporating programmatic advertising into the mix can have a net positive impact across a publishers total ad program. The Atlanta Journal-Constitution and Cox Media’s VP of Advertising shows how he not only uses these platforms for strategic yield management but to serve more attractive ads across the properties and to free the sales force for the most lucrative ad programs.  Ultimately, the data rendered from the programmatic platforms offer the direct sales force “real time” pricing guidance that gets them beyond the rate card.
Presenter
Eric Myers, President, Belo Media Group 
11:15 AM
Panel: Solving For Mobile: The Cross-Screen Data Dilemma
Faced with a migration to mobile that was faster than expected, many publishers turned to programmatic solutions to monetize the channel at least nominally at first. But mobile inventory and audience tracking are magnitudes more complex across apps, operating systems and mobile Web, not to mention messaging systems and email. How are publishers tackling the challenge? How does this inventory and user tracking across devices fit into the larger ad portfolio and audience profiling? Or does it yet? Is anyone making real money from their mobile presence yet, and what will it take to get there?   
Moderator
Daniel Ambrose, Principal, Ambro.com 
PanelistS
Zach Alter, VP, East Sales, SheKnows 
Jeff Clark, VP Audience and Analytics, PostMedia 
Vicky Hsu, VP, Online Marketing, Bauer Xcel Media 
Felix Zeng, Director, Business Development, Programmatic, The Weather Company, an IBM Business 
12:00 PM
Roundtables
Maximizing Yield, Managing InventoryEsco Strong, Director of Programmatic Advertising at Microsoft
Getting to Native 2.0Spencer Sloe, VP, Head of Operations at Huffington Post
Tracking Your Audience Across Platforms - Zach Alter, VP at SheKnows

1:00 PM
Lunch
Golf at Dolphin
Everglades Alligator Farm Trip
Stand Up Paddleboard Tour
6:30 PM
7:30 PM

Saturday, 05/02

8:00 AM
Breakfast
8:45 AM
Keynote: Getting Video Monetization Into Gear
In these early stages of the digital video explosion, YouTube, search, Facebook and social shares have been driving scale, if not revenue for many publishers. But can major media build sustainable video businesses and brands on these ever-shifting meta-platforms? One of the most successful players in the early video game. The Enthusiast Network (Motor Trend, Surfer, GrindTV) shares what it has learned about what can and can't be built on third party platforms, and why it is going back to the future - embracing a subscription model for the next stage in its video evolution.   
Keynote
Angus MacKenzie, Chief Content Officer, TEN: The Enthusiast Network 
9:15 AM
You Are All TV Now: The Video Imperative
Data is penetrating every nook and cranny of publishing, including how and what content itself is created. Social sniffing, trend analysis, headline A/B testing, optimization for specific channels and more all now inform editorial decision-making. Editors and writers need to be data wonks, too. But how are publishers balancing the impulse and ability to optimize to drive massive traffic in the short term against larger editorial and longer term business interests? How can these tools be used to find the audience you really want to acquire and retain? How do premium publishers preserve distinct voices and brand identities when everyone adopts the same tricks? How many BuzzFeeds and UpWorthys can the planet use?  
Moderator
Erik Sass, Editor, Publishers Daily, MediaPost 
PanelistS
Doug Fleming, Director, Programmatic Sales, hulu 
Mangesh Hattikudur, Co-Founder and Chief Creative Officer, Mental Floss 
Richard Routman, President and CRO, Minute Media 
10:00 AM
Robots In The Newsroom: The Promise and Limits of Data Driven Content
After years of wondering what it would take for big branding dollars to come to the Web, we finally know. It took TV. The fastest growing segment of digital display spend is video, and publishers are scrambling to become programmers. But how does it scale? How will publishers need to manage the video inventory across direct and programmatic sales? And how will they need to use their own audience data and distribution partners to get the reach required to get buyers’ attention?
Moderator
Steve Smith, VP, Editorial Director, Events, MediaPost 
PanelistS
Keith Fagan, VP of Data, Sovrn 
Emrah Kovacoglu, Managing Director, Total Beauty 
Gustav von Sydow, Founder and CEO, Burt 
10:45 AM
Roundtables
Turning On the Video ChannelRich Routman, Chief Revenue Officer at Sporting News, Perform Media
Data-Driven Content: Promise or PerilKeith Fagan, VP of Data at Sovrn
11:30 AM
Conference Concludes

Venue

Ocean Reef Club, Key Largo, FL
35 Ocean Reef Drive
Carysfort Ballroom
Key Largo, Florida, 33037
Registered attendees of the Summit may book accommodations at The LINE Austin at a discounted group rate. To book within our room block at the discounted rate please use the following link: MediaPost's Publishing Insider Summit

**This discount room rate and block expires on Wednesday, September 11th, 2019.**





Ocean Reef Club is located at the northern tip of Key Largo, approximately 50 miles by road southeast of Miami Airport. Its two thousand lush tropical acres are bordered on three sides by water. The Club can be reached by land, sea and air. An exclusive getaway for business or leisure, Ocean Reef is world-renowned for its gigantic meeting spaces and numerous services. Lodging options abound, with the Inn, as well as rentable condos, studios and villas for groups of any size. With tons of dining and recreation options, work won't be all you're thinking about. You can sail away on a yacht, lounge by the sea with the only living coral reef in North America or golf at one of their immaculate courses. There's also a spa, fishing opportunities, a fitness center, tennis courts and more. There's something for everyone. Come to work, stay to play.



 


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