Agenda

Digiday Exchange | August 15, 2012 | New York

NEW AGENDA COMING SOON!

For now, check out our 2011 agenda.

10:00am: Welcome

10:15am: Hypebuster Presentation: The Bad & The Ugly - When and Where Targeting Doesn't Work

Many call it behavioral targeting, but all they are really doing is retargeting pools. It is as important to know where you should not use behavioral targeting as where you should. Mediasmith's CEO, Dave Smith, explains the differences.

Speaker: Dave Smith, CEO, Mediasmith, Inc.

10:30am: Jumptap Spotlight: Bringing Data to the Forefront of Mobile Marketing

Forget ‘The Year of Mobile.’ We’ve been there and done that. Instead, 2012 will be the year of Mobile Data; leveraging data to make more informed mobile decisions and crafting better audience targeting strategies in mobile. Jumptap Senior Director, Business Development, Adam Towvim will offer insight into the latest approaches in data and targeting, and give advertisers tips for maximizing their 2012 budgets.

Speaker: Adam Towvim, Sr. Director, Business Development, Jumptap

10:45am: Fireside Chat: Targeting Loyalty

Moderator: Mike Shields, Sr. Editor, Digiday

Speaker: Matthew Shanahan, SVP Marketing & Strategy, Scout Analytics

11:00am: Targeting for Brands

Reach and frequency continue to be the driving metrics for brand-oriented campaigns, while targeting technologies tout the ability to deliver the right message to the right person at the right time. Can brand marketers strike a balance between identifying primary audiences while delivering a message at scale? Can targeting technologies aid in delivering a brand message to those right people at the right time with the same success as direct response? Our panel of brand marketers explores the potential of targeting for brands.
Moderator: Brian Morrissey, Editor in Chief, Digiday
Speakers:
Uwe Hook, CEO, BatesHook
Evan Ferrari, Strategic Planning Director at Saatchi & Saatchi LA
Eric Johnson, President, Ignited

Willis Duran, Director of Targeting Strategy, AOL

11:45am: Fireside Chat: The Platform Approach - Building a Well-Oiled Machine

The continued evolution of our networks’ investment in strengthening, aligning and integrating its talent, resources and best-in-class technologies has resulted in fully-integrated platforms with one goal in mind - helping agencies find, buy and engage their most valuable audiences. Driven by data and measurable actions these platforms deliver performance and results to businesses and clients. How? Find out in this fireside chat.

Speaker: Michael Brunick, VP Strategic Partnerships, Mediabrands

Moderator: Corey Kronengold, Director of Content, Digiday

12:00pm: Lunch Pick-Up & Networking

12:30pm: Fireside Chat: Accelerating Performance Solutions

Speaker: Doug Boccia, VP Network Sales, AOL

Moderator: Corey Kronengold, Director of Content, Digiday

12:45pm: Beyond Behavioral - Social, Semantic and (p)Sychographic

The relative ease of targeting in-market buyers has been a boon to online marketers, but effectively influencing consumers who aren't yet in the purchase funnel remains much more challenging. Semantic technologies improve upon the traditional contextual targeting and provide additional layers of protection for advertisers, while mining social data can provide more insight into the psychographics of an audience. How are marketers and publishers using these new targeting methods to deliver the right ad to the right person at the right time? Our panel of targeting experts explains.
Moderator: Corey Kronengold, Director of Content, Digiday
Speakers:
Bryan Gernert, CEO, Resonate
Neil Beam, Vice President, Converseon
Jeremy Mason, VP & GM, AudienceScience Gateway

1:30pm: Digiday Dialog with Clearspring

Speaker: Peggy Fry, CRO, Clearspring

Moderator: Brian Morrissey, Editor in Chief, Digiday

1:50pm: Rethinking Retargeting - Moving from Crude to Sophisticated

Despite its successes, retargeting has been a relatively simple concept. Find users and follow them around the Web. But new retargeting technologies aim to change all that, bringing a new level of complexity -- and flexibility -- to the practice. Will the combination of search retargeting, social data, data mining and traditional retargeting increase effectiveness or merely add new layers of complexity to the process?
Moderator: Brian Morrissey, Editor in Chief, Digiday
Speakers:
Josh McFarland, CEO, TellApart
David Yeom, Director, Online Marketing, Hautelook

Dax Hamman, Chief Revenue Officer, Chango

Phil Stocker, Scale Display Specialist, Microsoft Advertising

2:30pm: Networking Break

2:45pm: Making Addressability a Reality

Addressable TV has been the ultimate goal for brand marketers. If marketers could successfully reach specific audiences through TV, they would have an unmatched resource for advertising. After years of fits and starts, however, it's still a pipe dream. Can the new Over-the-Top services change that paradigm and finally deliver different ads to neighbors or even different rooms in the same house and finally unlock the potential of highly targeted TV advertising?
Moderator: Mike Shields, Sr. Editor, Digiday
Speakers:
Tania Yuki, VP Advertising Solutions, Visible World
Ethan Heftman, SVP, Director, National Broadcast, Initiative

Michael Brunick, VP Strategic Partnerships, Mediabrands

3:30pm: Short Take: Beyond the Banner Ad and the Commercial…. the Television Online Effect

Current Nielsen research reveals that in homes with both TV and internet, even the homes that are traditionally light on TV usage, are starting to stream more internet video via their computers. But in a world where most buying teams have siloed budgets, as well as different methods of targeting and measurement, how can advertisers take advantage of this new consumer behavior but also measure cross-platform engagement? Nielsen's Dounia Turrill and Microsoft Advertising's Dana Swyard discuss how marketers can bridge the gap between consumers’ offline and online behavior and create a customized target audience based off TV viewership & online behaviors and measure actual tune-in.

Moderator: Corey Kronengold, Director of Content, Digiday

Speakers:

Dounia Turrill, Senior Vice President, Client Insight, The Nielsen Company

Dana Swyard, Senior Product Manager, Microsoft Advertising

3:45pm: Mobile Targeting - The Promise and Peril of Mobile Ad Targeting

Ads that call you by name. Personalized promotions from every retailer as you walk by. Near-field communication and RFID have made the dream a near reality as device fingerprinting has opened the door for yet another targeting mechanism. What can marketers do to take advantage of mobile technologies to deliver highly targeted ads and offers without creeping out users? Our panel of mobile marketers weighs in on what technology offers marketers today and what is right around the corner.
Moderator: Corey Kronengold, Director of Content, Digiday

Speakers:
Joe Meyer, CEO, HopStop
Michael Rubin, Executive Director Business Development, AT&T Interactive
Benjamin Dorr, Corporate & Business Development, Rhythm New Media

4:30pm: Cocktails & Conversation: Video Targeting

The display ad market has reaped the benefits of advances in ad technology and targeting. But how do video publishers benefit? Context and semantics barely play a role when marketers try to understand why a user is watching a particular video or what that video is even about. Will video buyers be able to distinguish videos about cars from a webisode taking place in the back seat? Our video buyers and sellers share their thoughts on the current state of video targeting and where we're headed next.
Moderator: Mike Shields, Sr. Editor, Digiday

Speakers:
Fiona McKinnon, VP Media & Operations, Joost
Jason Lopatecki, Chief Strategy Officer, Tubemogul
Kevin Haley, Chief Scientist, TidalTV

Gregg Colvin, SVP & Digital Lead, Universal McCann

5:30pm: Happy Hour Networking