January 19, 2016
Washington, DC

Trust, Transparency, Science and Accountability

Live Event Coverage

Agenda

Tuesday, 01/19

8:00 AM
Registration Opens & Breakfast
Regency C Ballroom
9:00 AM
Opening Remarks
MC
Joe Mandese, Editor-in-Chief, MediaPost 
9:15 AM
Blocked: Who Controls The Ad Experience Now?

After years of clutter and browser abuse, content consumers started fighting back with the only blunt instrument they had - ad blockers. The IAB admitted to having “messed up” and suggested new “LEAN” guidelines. But who really is driving here? A new power center of ad blocking software has emerged even as publishers contemplate their best response to a new business dynamic. And what can publishers do to reform the UX if they are increasingly dependent on programmatic systems making nano-second decisions on what appears on their pages? Suddenly it has become unclear who controls ad serving, who manages experiences, how to communicate ad/content value exchanges with consumers. Who is controlling the ad experience now? Who should? Who could? What exactly needs “fixing” here, and by whom?

Moderator
Craig Spiezle, Executive Director & President, Online Trust Alliance 
PanelistS
Joe Barone, Managing Partner, Digital Advertising Operations, GroupM Connect 
John Reid, Chief Creative Officer, Wunderman D.C. 
Alex Skatell, CEO and Founder, The Independent Journal 
Ben Williams, Head of Operations, Adblock Plus 
10:00 AM
Keynote Interview: Bridging The Consumer Trust Gap With Brands
As the industry debates underlying issues of trust and transparency among its business partners, the most fundamental connection is between brands and their consumers. In a candid conversation with Havas Media Global Head of Data and Insight Maria Garrido, MediaPost Editor-in-Chief Joe Mandese discusses the role trust, transparency and ethics play in forming bonds between consumers and brands and why only 8% of brands matter enough to most Americans that they would care if they disappeared tomorrow.
Interviewee
Maria Garrido, Global Head of Data & Insights, Havas Media 
Moderator
Joe Mandese, Editor-in-Chief, MediaPost 
10:30 AM
Coffee Break
11:00 AM
In Procurement We Trust: Is The Client/Agency Relationship Really Worse Than It Ever Was?

Even before the lack of transparency in the ad tech stack…even before 4As task forces on “rebates”… even before digital fragmentation challenged the “AOR” tradition…even before clients started protecting their data by bringing ad tech in house…even before the wave of agency reviews - trust, transparency and communication between marketer and agency has been a signature quality of the industry. But have all of these developments in recent years made a perpetually strained relationship downright dysfunctional? Can some level of trust be restored between the parties? Is greater transparency of business practices the answer? A different way of organizing the relationship? We ask our panel to get beyond empty promises of “improving communication” and outline practical steps this couple can take to ensure that a rough patch in their relationship is not a permanent breach.

Moderator
Jon Bond, Co-Chairman and Chief Tomorroist, The Shipyard 
PanelistS
Keenan Beasley, Co-Founder & CEO, The Strategy Collective 
Michael Farmer, Chairman & CEO, Farmer & Company LLC 
Steve Thibodeau, Partner, WideOpen 
11:45 AM
Panel: Data Collection, Control And The Myth Of Consumer Benefit

How long has the industry been assuring consumers that tracking their online behaviors, preferences, personae and compromising their privacy gives them more relevant and better advertising and more free content? The unprecedented harvesting of data on the behaviors of free citizens appears to be progressing without regulation, assurances of security or safeguards against abuse. Advertisers, agencies and the ad stack all wrangle over who controls the data, and distinguishing among first/send/third party sources, but consumer “ownership” of the data seems left out of these arguments. Adding insult to injury, the purported upside to all of this tagging, tracking, profile building and site slowdown is invisible, not transparent. From a consumer perspective the data-driven ad revolution deservedly seems at best like a broken promise, at worst a violation of personal privacy for no good reason. Will U.S. regulators continue to sit back even as their EU counterparts crack down? Are industry self-policing policies really adequate responses to the breadth, depth and intimacy of content harvesting already commonplace, let alone the kinds of consumer surveillance that wearables and the Internet of Things make inevitable?

Moderator
Wendy Davis, Policy Editor, MediaPost 
PanelistS
Nate Carter, Managing Director, Media Associates 
Bob Gellman, Privacy and Information Policy Consultant 
Siona Robin Listokin-Smith, Associate Professor, George Mason University 
Jules Polonetsky, Executive Director, Future of Privacy Forum 
12:30 PM
Keynote Interview: Past Is Prologue: The Looming Landscape of Regulation
The former Director of the Bureau of Consumer Protection at the FTC explores how the future of data, privacy and advertising regulation can be seen in the past. History shows us how other industries have navigated the patchwork of state regulations and piecemeal litigation towards more mature systems for consumer protection.
Interviewee
David Vladeck, Professor of Law/Former Director, Bureau of Consumer Protection of the Federal Trade Commission, Georgetown Law School 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
1:00 PM
Lunch
1:10 PM
Sponsor Luncheon Presentation
2:00 PM
The Opaque Stack: Does Complexity Break Trust and Transparency?

Honestly, do buyers and sellers of digital ad inventory even know all the intermediaries now in the digital ad supply chain? What do all of these companies do? Who gets paid what? For what (if any) added value? The “stack” has become costly and increasingly opaque as the number of middlemen between demand and supply sides increases. Publishers see the majority of their CPM eaten by tech. Data leakage, fraud, uncertain viewability standards seem to be symptoms of dysfunctional complexity that bakes distrust and doublespeak into the system. Is this a permanent condition? And will it spread as these technologies themselves migrate beyond online display to digital video, OOH, TV?

Moderator
Tim Hanlon, Founder & CEO, The Vertere Group 
PanelistS
Peter Cherukuri, Executive Vice President of Advertising & Business Development, Politico 
Seth Demsey, CTO, AOL Platforms 
Jason Kint, CEO, Digital Content Next 
Chris Rothrock, Director of Media, LMO Advertising 
Michael Tiffany, CEO, White Ops 
2:45 PM
Discussion: Has Self-Regulation Really Worked?
Several years into the Ad Choice program, what can we learn from the digital ad industry’s first stab at self-regulation? Are consumers truly engaged in the process and really better informed about online tracking and targeting? Are violators being punished and properly exposed? And what have we learned about what self-regulation does and does not do well in protecting consumer interests?
Moderator
Steve Smith, VP, Editorial Director, Events, MediaPost 
PanelistS
Genie Barton, VP and Director, Online Interest-Based Advertising Accountability Program & Mobile Marketing Initiatives, Council of Better Business Bureaus 
Chris Calabrese, Vice President, Policy, Center for Democracy & Technology 
3:15 PM
Coffee Break
3:30 PM
Presentation: How Programmatic Advertising Pulled The Trigger On (Dis)Trust

Despite its promises of transparency, programmatic advertising introduced new complexity and opaque cost structures into the advertiser/agency relationship. One of the leading brand consultancies reflects on how the rise of advanced ad tech heightened perennial questions about the role, value and honesty of agency relationships…and what is being done to fix them.

Presenter
Kevin Rettig, Senior Manager, Personalization & Customer Analytics, Accenture 
3:45 PM
Fooling the Natives: Are Content Marketing and Native Advertising Squandering User Trust In Media?

Once considered watchdogs, gatekeepers, impartial observers, defenders of clarity and truth -- an “institution” -- today most media companies don’t seem to mind much if you mistake a “native ad” for some of their own editorial content. Was that feint grey microscopic “Sponsored” label not prominent enough? Oopsy. In fact many of these same companies are now producing that faux editorial on behalf of their sponsors. Are this all just low-level fibbing and minor church/state trimming or are there real consequences here? How should publishers be communicating with their audiences about these changes in their business and editorial models to maintain trust and accountability.

Moderator
Bob Garfield, Co-Host, On The Media/Host, “The Genius Dialogues” 
PanelistS
Dan Check, Vice Chairman & VP, Engineering/Product, Slate 
Keith Hernandez, President, Slate 
Asaf Hochman, Senior Director, Product Marketing, Outbrain 
Kevin Ryan, CEO, Motivity Marketing, Inc. 
Terri Seligman, Partner – Advertising Marketing & Public Relations Group, Frankfurt Kurnit 
4:30 PM
Conference Concludes