DIGIDAY:TARGET May 2011 -- Annotated Agenda
8:30am: VIP Breakfast Presentation: Insight Driven Targeting That Scales – The Benefits of Mapping and Measurement. During this presentation, Kyle Antoian, Director Strategic Partnerships for Datran Media’s Aperture business will discuss how the integration of audience mapping and measurement techniques is helping solve a huge issue facing the digital advertising space. Presenter: Kyle Antoian, Director Strategic Partnerships, Datran Media’s Aperture
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9:00am: Morning Keynote: The
Scientification of Media: Terence
Kawaja, President & CEO, LUMA Partners and Brian Morrissey, editor in chief, DIGIDAY
Kawaja's main slide is always kept up to date here.
9:30am: Keynote Panel: The Shift is On.
Buying Audiences instead of Content.
While content
previously represented a proxy for audiences, today's media buying technology
is poised to knock content off of its kingly throne. The shift is on, and there
seems to be no stopping the flow of dollars from direct sales into audience
buying platforms. The benefits for advertisers seem limitless, but publishers
are starting to feel the pain as their once dominant position in the ecosystem
is increasingly challenged.
Moderator: Shawn Riegsecker, Founder & President, Centro
Speakers:
Ryan
Mayward, Sales Director, NBC Universal
Tom Hespos, President, Underscore Marketing
Ramsey McGrory, VP, Yahoo! North
American Marketplaces and Head of the Right Media Exchange
Denise Colella, CRO, AudienceScience
Zach Coelius, CEO, Triggit
10:15am: State of the Industry Survey Spotlight:
Mapping the Future Evolution of Audience Targeting and Data Management: During
the past decade our industry has gone through dramatic changes involving the
technologies being used to find, measure and reach target consumers.
Today we are entering the maturation phase of the marketplace, moving from a
position of establishing value, that is now a given, into an era of superior
technological enablers that provide the best solutions to address business
goals. AudienceScience VP of Marketing Marla Schimke will explore the
results of a recent survey that indicates that audience targeting and data
management is being recognized as the online advertising ecosystem’s ‘must
have’ tool. Presenter: Marla Schimke, VP of Marketing,
AudienceScience
10:50am: Spotlight: Powered by Ad.com:
Advertising.com is empowering data providers by offering them a distribution
vehicle to more efficiently monetize their data. We will review our new
solution for data providers, Powered by Ad.com, and discuss how data owners can
extend and scale their reach online. Presenter:
Willis
Duran, Director of Targeting Strategy, AOL Advertising
11:05am: The Battle for Budgets.
Proving Publisher Value in an Audience-Driven Ecosystem.
Publishers
can leverage semantic technology, retargeting, contextual ads, behavioral targeting
to increase the value of their own inventory. But what was previously their
biggest asset – their content - has been taking a back seat to the plethora of
platforms that make buying audiences the primary focus. How do publishers win
back their direct sales channel in an increasingly challenging sales
environment? Leading publishers and media companies discuss how they can retain
control over their audience, data and revenue under pressure from platforms
that used to be called “friends.”
Moderator:
Mike
Shields, Senior Editor, DIGIDAY
Speakers:
Matt Barash,
VP & Advertising Director, Forbes
Pete Longo, CEO, IDG Syndication &
Networks
Steven Goldberg, VP/GM Ad Sales &
Strategy, HomeAway
Sunil Sharma, Director of Trading,
Adnetik
David Rowley, Director of Ad
Operations, BlogHer
11:50am: Spotlight: Growing Up in Real-Time: Four Different Stages of Real-Time Bidding. While the promise of real-time bidding has become a reality, it is clear that we are still at the beginning stages of this rapidly evolving landscape. David Hammer, Lead Product Manager for Invite Media, will discuss four different elements of real-time bidding and how Demand-Side Platforms play a role in empowering buyers to capitalize on the growing opportunity. Presenter: David Hammer, Product Manager, Google
12:05pm: Targeting for Retail
Marketing.
Traditionally, high transactional-driven retailers
have not invested in display due to low performance in previous ad campaigns.
However, today's real-time, data-driven world has opened up the channel to new
marketers - including retail - because of its search-rivaling performance.
Retailers and comparison shopping sites are utilizing new servies and
technologies to reach buyers across the Web with highly targeted, performance
driven ads, creating opportunities to reach in-market shoppers at all stages of
the sales funnel. In this session, industry experts will discuss how the data
driven world is working for retail marketers, both online and off.
Moderator: Jeff Weitzman, Chief Marketing Officer, BuySight
Speakers:
Quentin
George, Chief Digital Officer, Mediabrands
Katie Barlow, Marketing Manager,
Benchmark Brands
Josh Shatkin-Margolis, CEO, Magnetic
Reuben Steiger, SVP, IPG Media Lab
Watch the video (Part 1, Part 2)
12:50pm: Spotlight: The Social Decision Maker: Targeting Audiences through Online Communities of Interest. We have entered a time where most product information is already known and readily available to potential consumers, and decision making behavior has shifted to online communities of interest where socially exchanged information determines what we will eventually buy. Can these audiences be targeted? Can they be bought? R2integrated CEO, Matt Goddard will discuss r2i's approach for identifying, scoring, and activating communities of interest and the steps marketers can take to co-exist. Presenter: Matt Goddard, CEO & Co-Founder, R2integrated
1:20pm: Lunch & Learn with TRUSTe: An Executive Interview: The Evolving State of Online Privacy: Join industry experts to explore the impacts of recent privacy cases and understand how they have shaped the debate for evolving technologies such as online behavioral advertising, mobile location tracking and social networking. This interview will cover the recent revelation of the iPhone's location tracking activity, Google's decision to roll out behavioral advertising capabilities on its mobile ad networks, the adoption of behavioral advertising self-regulation in the United States and the recent introduction of privacy legislation in Congress. Speakers: Fran Maier, President & Executive Chair, TRUSTe, interviewed by Brian Morrisey, Editor-in-Chief, DIGIDAY
1:50pm: An Update on the Data-Enabled Buying Landscape. Presenter: David L. Smith, CEO & Founder, Mediasmith
2:05pm: Spotlight: Saving Display:
Despite recent prognostication that display advertising
will benefit from explosive growth in the near future it’s still nowhere close
to what it should be when compared to Television spending or media time
spent. This presentation will provide arguments and examples as to how
advanced targeting and measurement technologies can both exacerbate and solve
the problem. Presenter: Edward
Montes, CEO, Adnetik
2:20pm: Panel: The Great Facebook Debate.
"Coopetition" and "Frienemy" used to be words reserved for
business dealings with Google. But no more. Facebook, and the goldmine of data
underneath its architecture, have made it both a potential boon and boondoggle.
In Digiday's first "Great Debate," industry leaders face off to
debate the benefits and detriments of building your brand on top of another,
and explore the value of "Friends" and "Fans."
Moderator:
Brian
Morrisey, Editor-in-Chief, DIGIDAY
Debaters:
Todd Sawicki, Chief Revenue Officer,
Cheezburger
vs.
Michael Lazerow, Chairman & CEO, Buddy Media
(Watch the video: Part 1, Part 2 -- this will be reloaded shortly due to connectivity issues)
3:05pm: Spotlight: Creating Your Voice - Shifting
From Pre-Packaging to Real-Time Messaging for Your Brand: A new
stage is set - marketing has shifted from big brands sounding off into a
real-time ecosystem. Audiences are playing a growing part in the creation,
production, and marketing of brands and products and along with the ability to
message in real time and the number of social tools at people's fingertips -
new trends and opportunities are developing at lightning speed. In this
spotlight Richard will share some of ADTECH's insights and thoughts on the
topic, including how that translates into
working solutions for today's dynamic marketplace. Presenter: Richard Bush, Head of Product, U.S.,
ADTECH/AOL.com
3:20pm: The New Rules of Targeting.
The fight against online tracking and targeting technologies has been taken to
new levels. The most popular browsers are arming users with the ability to
opt-out of tracking almost entirely, leaving advertisers hard pressed to find
their audiences in the usual places. How are media buyers and technology
platforms dealing with the new levels of control that users now have? And what
does that mean for the state of targeting as we move forward? This
panel will tackle the most pressing issues from data management, cookie, targeting
and how we can convince consumers that we're not the sketchy bad guys that make
headlines.
Moderator:
Alan
Chapell, President, Chapell & Associates
Speakers:
Nancy Marzouk, VP of Strategic Partnerships, Netmining
Dean Harris,
Chief Marketing Officer, BlueCava
Jeff
Hochberg, VP, Audience Targeting, AOL Advertising
Jeff Ratner, SVP, Group Director Integrated
Planning, Zenith Media
Adam Lehman, COO, Lotame
4:05pm: Spotlight: Tag Management Systems 101: How Much Are Your Tracking Tags and Pixels Really Costing You? Disparate tracking tag technologies have created a messy situation for advertisers, agencies and vendors - when it comes to adoption of new vendor technologies and the associated challenges of privacy, page weight and attribution. Chris Brinkworth, CMO for TagMan will discuss how a centralized Tag Management System allows advertisers to ‘plug and play, instantly’ within the new data-driven eco-system whilst connecting data for a unified flat view of the users true path to conversion (attribution). Presenter: Chris Brinkworth, CMO, TagMan
4:35pm: Mobile Panel: The Promise and
Peril of Mobile Ad Targeting. In theory, mobile advertising
should be the most targeted of all media. Nothing is more personal than a
device with a person nearly 24/7. Yet challenges remain to making this a
reality. Carriers still guard subscriber data closely, Apple is hesitant to let
marketers dip into its trove of user information. The popularity of
location-based services offer a tantalizing glimpse of the potential to serve
location-and time-relevant ads. What will break the logjam to make mobile ads
live up to their full potential without igniting a privacy firestorm?
Moderator: Corey
Kronengold, Content Director, DIGIDAY
Speakers:
Rachel Pasqua, VP Mobile,
iCrossing/Hearst
Ryan Griffin, VP/Group Director, Media,
Digitas
Julie Preis, VP of Product, Mojiva
Tom Hagopian, VP Addressable
Advertising, Acxiom
Paran Johar, CMO, Jumptap
5:35pm: Do Not Track: Where Do We Go
From Here?
Some say the new “Do Not Track” features built into
browsers empowers consumers to control the use of their personal data. Others
say they undermine the foundation of the Internet economy. For advertisers and
publishers that rely on cookies to understand consumer interaction with brands
and content, losing control over tracking can greatly impact the way we analyze
advertising and content performance. It will be a sea change in the industry
for sure, but will it be for the better or worse? Join thought leaders on both
sides of the issue to explore what these changes mean, and how to ensure that
your organization is compliant.
Moderator: David L.
Smith, CEO & Founder, Mediasmith
Speakers:
Robert
Gratchner, Director of Privacy & Online Safety, Microsoft Advertising
David Greenberg, Shareholder,
GreenbergTraurig
Paul Cimino, CEO, Brilig
Steven Vine, Chief Privacy Officer, Datran
Media
Scott
Meyer, CEO, Evidon
Watch the videos (Part one, Part 2)