Agenda

  

 

 
Hosted by Tameka Kee, Editorial Director, DM2 Media
 

8:15am: VIP Breakfast Conversation: Targeting and the Consumer: Kicking off the morning, DIGIDAY Senior Editor John Gaffney moderates a conversation with four of the nation’s most distinguished and respected legal and research experts. The topic? The consumer. More specifically, the position of the consumer in the digital advertising landscape. While most agree that the consumer’s position is central – where, exactly, is the consumer voice?  Join this panel to hear it loud and clear. Expert commentary, consumer feedback and survey results will provide the most meaningful picture to date.
Moderator: John Gaffney, Senior Editor, DIGIDAY:DAILY

Speakers:
Chuck Curran, Executive Director, The Network Advertising Initiative
Steven Vine, Chief Privacy Officer, Datran Media
Karl Lendenmann, Vice President of Marketing and Analytics, Datran Media
Timothy Tobin, Associate, Hogan Lovells

9:00am: Morning Keynote: Self-Regulation, Legislation and the Big Debate Over Online Behavioral Advertising: Chuck Curran, Executive Director of the Network Advertising Initiative (NAI), will discuss how industry self-regulation remains an essential component of the current legislative and regulatory debate over targeted advertising. He’ll explain why continued innovations in consumer transparency and control, including enhanced approaches to consumer notice, will help shape the outcome of the policy debate. Keynote: Chuck Curran, Executive Director, The Network Advertising Initiative

9:30am: The State of Targeting in 2010: DM2PRO teamed up with AudienceScience to survey marketers and publishers about how they’re using targeted data to boost campaign value and performance. Join AudienceScience CEO Jeff Hirsch as he digs into the findings to offer a read on the “State of Targeting” in 2010. Presenter: Jeff Hirsch, CEO, AudienceScience

9:45am: The Seismic Shift: From Buying Content to Buying Audiences: Content is no longer king for advertisers. It's the audience that brands want. Or is it? With millions of dollars of client budgets under their control, the big media-buying agencies have a vested interest in being able to bid on premium display inventory at the best price, optimize their spend and performance, and set custom targeting guidelines. So how have the planning and buying strategies shifted now that a highly targeted audience is at the fingertips of every budget? Join execs from the leading media agencies and hear how they are buying on behalf of the brands they represent, for real insights beyond the hype.
Moderator: Joe Apprendi, CEO, Collective

Speakers:
Brian Lesser, GM, The Media Innovation Group (MIG), a WPP Company
Kurt Unkel, SVP, Publicis' VivaKi Nerve Center
Adam Kasper, SVP, Managing Director, Havas Digital's Innova
Darren Herman, Chief Digital Media Officer, kbs+p/The Media Kitchen

10:20am: Networking Break

10:30am: An Introduction to the Targeted Audience Program (TAP): TAP is the Rubicon Project’s answer to how publishers and advertisers can connect to their target audiences accurately, effectively and efficiently. Learn how premium publishers have already utilized TAP to eliminate media waste, exponentially improve campaign efficacy, and increase revenue for their sites and their advertisers. Presenter: Josh Wexler, VP, Publisher Development, the Rubicon Project

10:45am: Publishers, Media Companies and The New Data Ecosystem: Opportunity or Threat? Publishers, whose content has served as a proxy for audience, are using data to help marketers reach the precise targets they’re after. It’s not a silver bullet, but data is giving publishers a new way to find more value in their inventory, sell inventory segments at higher rates, and attract non-endemic marketer budgets. We'll take a look at how publishers and media giants are using data to their advantage, as well as the pitfalls of creating a world based on audience. You'll hear from the top media executives who are leading the way in targeting audiences across their media platforms.
Moderator: Shawn Riegsecker, President-Founder, Centro
 
Speakers:
Nick Johnson, SVP, Digital Media Sales, NBC Universal
Brian Quinn, GM/SVP, Digital Ad Sales, The Wall Street Journal
Ramsey McGrory, Vice President, Yahoo North American Marketplaces
Hugh McGoran, VP, Sales, Turn
 
11:20am: Audience Planning Made Easy: Audience planning can be as easy as keyword buying with Lotame's audience marketing platform. Watch Eric Porres, Lotame's Chief Marketing Officer ,demonstrate the simplicity of using Lotame's Audience Builder to elucidate particular attributes and explore behaviors of targeted audiences. Presenter: Eric Porres, CMO, Lotame
 
11:35am: The Marketer Targeting Showcase: Marketers and agencies in the Automotive, Retail and Entertainment verticals show off specific examples of how they used targeting technology to reach their desired audience and achieve marketing goals.

 

Kierie Courtney, Senior Manager Direct Response Marketing, Church & Dwight

12:10: Lunch Pick-up

12:25pm: Targeting Data: Online Gusher or Digital Ecosystem Destroyer? Data is infiltrating nearly every type of online campaign buy, from performance driven direct-response campaigns, to rich media branding efforts. The use of data is enhancing advertiser return, but is at the expense of other factors like transparency and context? And will its overuse eventually commoditize the online media world and be its own undoing? In this presentation, we’ll review how data empowerment and a healthy digital ecosystem can coexist, through a brief analysis of targeting best practices and data misfires. Presenter: Mark Zagorski, CRO, eXelate

12:45pm: Lunch Keynote Panel: Pulling it All Together: Join a trifecta of online marketing and targeting thought-leaders -- including an e-commerce vet, an offline data provider, and a performance agency exec -- as they share examples of how they used a variety of tools from Aol's ad targeting platform to craft effective, efficient digital campaigns. Learn how some of the most innovative targeting technologies can help eliminate waste, and improve ROI -- all without being "scary" for your target audience. 
Moderator: Jeff Hochberg, VP, Audience Targeting, Aol Advertising
 
Speakers:
Dave Chiang, Head of Data Licensing & Strategy, eBay
Curtis Villars, VP, Client Partner, Experian 
Chris Hansen, VP, Performance Marketing, Innovation Interactive

1:20pm: "The Keyhole Effect:" Join Collective's tech expert Peter Fernquist as he discusses why it’s not about the data –- it’s about the audience -- and how even having multiple data sources can produce a limited view of your true audience unless you know how to see past the “keyhole.” Presenter: Peter Fernquist, VP of Technology Solutions, Collective
 
1:35pm: Social Media Targeting: How Do Brands Really Make Friends? One of the marketing mantras for social media is that “the consumer is in control.” If that’s the case, then are advertisers kidding themselves with the thoughts that they can actually deliver a message and induce desired behavior by targeting through social media? This session looks at the tools, pot holes, and successes in targeting techniques in social media – digging into whether it’s truly a tactic for brands to turn their consumers into real “friends.”
Moderator: Mike "JB" John-Baptiste, CEO, Peerset
 
Speakers:
Nichole Goodyear, Co-founder, CEO, Brickfish
Lisa Marino, Chief Revenue Officer, RockYou
Eric Wheeler, CEO, 33Across

2:10pm: A Look at Ad Optimization in the Wild: Rocket Fuel -- a demand driven ad network -- has teamed up with AdAdvisor by TARGUSinfo, to achieve ad optimization with unparalleled results. This case study reveals how Rocket Fuel leveraged AdAdvisor data to generate a lift of over 7 percent for unaided brand awareness for a top 10 CPG company.
Presenters: Paul McLenaghan, VP of AdAdvisor, TARGUSinfo
Eshwar Belani, VP of Products and Business Development, RocketFuel
 
2:25pm: Found Money: Building More Dollar Value Into The Content Chain: Publishers have a plethora of options that they can use to help build more value into their inventory: Semantic technology, retargeting, contextual ads, and of course, behavioral targeting. There are also the myriad yield optimization and ad-server management platforms on deck. So how do publishers choose the right technology and sales partners? We dig into the pros and cons of each platform on this panel, with execs providing specific examples of where their technologies worked (and sometimes where they didn’t).
Moderator: Jason Kelly, VP, Digital Strategy & Revenue Development, Time Inc. Digital 
 
Speakers:
Amiad Solomon, President and Founder, Peer39
Ben Barokas, President, Co-founder, AdMeld
Paul Cimino, CEO, Brilig
Zephrin Lasker, CEO & Co-founder, Pontiflex
Jeanne Houweling, VP of Demand Partner Solutions, Pubmatic
 
3:00pm: Using Data-Driven Insights for Branding: BlueKai provides the largest source of high performance intent data for in-market targeting, but the data can also be used as performance indicators for smarter branding campaigns. In this session, we will showcase the BlueKai In-Market Report, which not only provides in-market insights into your target audience, but also recommends actionable branding data attributes for smarter prospecting. Presenter: John Sedlak, SVP of Global Sales, BlueKai

3:15pm: The Next Big Shift: Targeting's Bull’s-eye on Branding: How do we move behavioral and other data-based targeting tactics from the direct response realm into the world of branding? Is it even possible? Is it something that advertisers want to do? Participants include data experts, brands, agencies and advertisers who will discuss the shifts they are making for brand building in a highly charged world of direct response targeting today.
Moderator: Dave Smith, CEO & Founder, Mediasmith
 
Speakers:
Tariq Muhammad Walker, VP, AOL Black Voices
Ben Kunz, Director, Strategic Planning, Mediassociates
Mark Zagorski, CRO, eXelate
Jeff Hirsch, CEO, AudienceScience
Alex Hooshmand, SVP of Global Product & Operations, BlueKai
 
3:50pm: Networking Break
 
4:00pm: Creating Custom Audience Segments at Scale: Maureen Little, VP of Business Development at Turn Inc., discusses the ever-swelling media ecosystem that stands between brands and their audiences. She will demonstrate how The Turn Platform closes the gap by streamlining the media planning, buying and optimization process, and effectively harnessing data to target custom audiences at scale. Presenter: Maureen Little, VP, Business Development, Turn

4:15pm: A Fist Full of Myths: Privacy, innovation and picking your poison. Some things every interactive media person should be thinking about. Speaker: Alan Chapell, President, Chapell & Associates
 
4:30pm: A Town Hall Meeting on Targeting: You’ve heard from the analysts – now hear from the targeting technology companies and publishers themselves. The Town Hall speakers will offer insights into how the issues of compliance, regulation and privacy impact the day-to-day business operations of online advertising companies. They’ll also answer audience questions about whether the data-based targeting industry will be able to survive – and thrive --  if the Feds do lay down the law. 
Moderator: Tom Hagopian, VP, Addressable Advertising, Acxiom
 
Speakers:
Liberty Carras, SVP, Sales, CNNMoney.com
Scott Portugal, CRO, TRAFFIQ
Dean Donaldson, Director, Digital Experience, Eyeblaster
Adam Lehman, COO, Lotame
 
5:05pm: Achieving Scale with Semantics: Reaching the right audience at scale has proven to be a complex task for online advertisers. With content distributed across innumerable locations, cookie-based technologies have become the default targeting tactic, but they're not the only option. Semantic targeting lets marketers aggregate millions of users across relevant content -- without all of the privacy concerns. Learn how semantic systems can actually understand the true sentiment of web content and determine what a user is reading about, then target the right message at the right time. Presenter: Amiad Solomon, President and Founder, Peer39
 
5:20pm: Is it Marketer Safe? How to Protect The Brand: How do marketers make their way through the channels and find high quality placements across audience networks today? It is a mad-mad world out there as marketers buy based on audiences instead of quality-controlled contextual content placements. Brands can become vulnerable and wind up in low-grade content that may not be appropriate. So what’s the secret to achieving scale, while attaining visibility and getting guaranteed brand protection?
Moderator: Andrew Koven, President, e-Commerce and Customer Experience, Steve Madden
 
Speakers:
Kirby Winfield, President & CRO, Mpire
Kara Weber, VP, Marketing, The Rubicon Project
Chuck Cordray, SVP, GM, Hearst Magazines Digital Media
Scott Knoll, GM, Aperture

6:00pm: DIGIDAY:HAPPY HOUR: The cocktail party and networking function will allow attendees to continue to carry on conversations after the general session and sessions conclude. It will give attendees a chance to discuss the ideas, sessions, debates presented at the event over food and drinks. Sponsored by Pontiflex