2010 Audience Targeting Summit

DAY 1 – Tuesday, April 27th – Publisher Day + Advertiser Arrival Day
8:30am – 10:00am	Breakfast & Publisher Registration
10:00am – 10:15am	Kickoff Presented by: Jeff Hirsch, Chief Executive Officer, AudienceScience
10:15am – 11:00am	Who is Segment 08734_70081 Anyway? Kirk McDonald will challenge the summit attendees to consider how publishers and advertisers are incorporating new technical capabilities in audience targeting, to enhance future marketing strategies. Understanding who to target is just one step in realizing the promise of these new capabilities. Perspective, message and environments play essential roles in getting to a true value attribution for media. What role does data, inventory and technology play in the future? How will we offer unique value for partnerships? Who are the right teams with whom to partner? Presented by: Kirk McDonald, President, Digital, Time Inc.
11:00am – 11:45am	Attribution: Who Really Owns The Data? In this new era of data driven advertising, data is your biggest asset. The questions of ownership and fair compensation must be satisfactorily addressed. This panel will dig in and discuss how best to protect and ensure that your data is not being exploited. Panelists: Liberty Carras, Senior Vice President of Sales, CNNMoney.com Hope Distant, Consultant, The Infinity Group International Inc. Jerry May, Director of Marketing, Advaiya Dan Murphy, Senior Vice President, Interactive Research & Ad Traffic, Univision Interactive Media Moderator: Rob Graham, Chief Executive Officer and Founder of Trainingcraft
11:45am – 12:05pm	Real-Time Selling For Publishers If advertisers want real-time bidding, publishers should think about real-time selling. And in the next year, we will see more publishers dipping their toes into the RTB pool as they realize its potential to connect them to more great brand advertisers and the opportunity to improve eCPMs for their valuable audiences as well as for their harder to sell inventory. However, RTB was originally conceived as an advertiser-focused solution, and publishers must take multiple issues into account in order to make their businesses successful in an RTB-enabled world. Presented by: Jeanne Houweling, Vice President, Ad Network Solutions, PubMatic
12:05pm – 1:00pm	Lunch
1:00pm – 1:50pm	The Current State of Audience Targeting: What Advances In Audience Targeting And Media Buying Mean For Publishers Advertisers are growing investments in online advertising; Forrester projects that by 2014 advertisers will spend nearly $17 billion on display media alone. This growth will come as advertisers embrace rich media formats, better targeting, and more dynamic media buying. So, how should publishers best prepare to get the most out of the online advertising opportunity? This presentation will answer this question by addressing the following points: The current state of display in the interactive marketing mix How marketers think about targeting The effect of dynamic media buying and other emerging trends on targeting How publishers should adjust to win more and better business Presented by: Shar VanBoskirk, Vice President/Principal Analyst, Forrester Research
1:50pm – 2:30pm	For What It’s Worth: Your Audience Assets Your audience is your biggest advantage. How are you protecting it to ensure that you create loyalty and how do you know that you are monetizing it to the full extent? When data is used efficiently and effectively it can drive value by selling audience and not just inventory, as well as increase sales by delivering advertisers the precise audience they’re after. How do you deliver exactly what customers want? Panelists: Karna Crawford, Executive Vice President, Chief Media & Connections Officer, Engauge Marketing Dave Dickman, Senior Vice President, Digital Media Sales, Warner Bros. Television Group Barbara Healy, Vice President, Online & Mobile Fulfillment at Tribune Interactive Moderator: Quentin George, Chief Digital Officer, Mediabrands Moderator: Quentin George, Chief Digital Officer, Mediabrands
2:30pm-2:45pm	Break
2:45pm – 4:00pm	Audience Targeting Insights - Publisher Perspectives Steve Ahlberg, Director of Inventory Strategy and Product Management, Gannet Digital Paul Bremer, Co-Founder, Inflection Point Media Stuart Colman, Managing Director, European Operations, AudienceScience Philip D. Kinzler, Senior Ad Products Associate The Weather Channel Media Solutions, weather.com Joe Kyriakoza, Vice President of Strategic Insights, JumpStart Automotive Media Yi-Fang Yen, Vice President, Advertising & Sales Operations, Move Inc. Moderator: Regina Sebring, Vice President & General Manager, Audience Targeting Solutions (ATS), AudienceScience
4:00pm – 4:30pm	The Privacy Landscape and The Solutions on the Horizon An in-depth discussion on what is happening in the area of online privacy, including government activity, what the industry is doing, and how it will impact advertisers and publishers. Presented by: Frank Gerstenberger, Vice President of Product Marketing, AudienceScience
4:30pm – 5:00pm	Day 1 Wrap Up Presented by: Denise Colella, Chief Revenue Officer, AudienceScience
5:00pm – 6:30pm	Break
6:30pm – 8:30pm	Welcome Reception For Publishers & Advertisers
DAY 2 – Wednesday, April 28th - Publisher + Advertiser Day
9:00am – 10:00am	Breakfast & Advertiser Registration
10:00am – 10:15am	Kickoff Presented by: Jeff Hirsch, Chief Executive Officer, AudienceScience
10:15am – 11:15am	The Renaissance Age of Marketing: Why the 2010’s will be the best decade to be a marketer Rishad Tobaccowala will provide a perspective on where marketing is going and offer specific tips and opportunities on how to succeed and win in the upcoming era of marketing. Presented by: Rishad Tobaccowala, Chief Strategy & Innovation Officer, VivaKi
11:15am – 12:00pm	Creating a Culture of Innovation and Success Brian McAndrews will share how aQuantive managed to survive a difficult economic climate following the burst of the technology bubble to become a market leader and eventually be acquired by Microsoft for $6 billion. Presented by: Brian McAndrews, Managing Director, Madrona Venture Group
12:00pm – 1:00pm	Lunch
1:00pm – 1:45pm	Audience-Based Media Strategies Focusing on audience has tremendous advantages, particularly when one looks beyond demographics to psychographic mindsets. The fluidity of experiences across platforms quickly enables new media models that move beyond adjacencies and affinities to reach valuable consumer segments. But the challenges are not insignificant, particularly when evaluating cross-platform strategies. This session will explore the strategic opportunity that audience-based media strategies represent, while offering a close look at some of the most pressing challenges including pricing, content models, measurement, and technology. Presented by: Janet Balis, Executive Vice President, Media Sales and Marketing, Martha Stewart Living Omnimedia
1:45pm – 2:15pm	Media Convergence: The Changing Agency Landscape The last five years have seen unimaginable change in our media universe- it’s like Moore’s law on steroids, necessitating the fundamental evolution of agencies. Here we examine what changes are in store for us in the next 5 years and how agencies are working to stay ahead of the trends. Panelists: Bill Brown, Associate Media Director, Zimmerman Advertising Joe Germscheid, Senior Digital Engagement Strategist, Carmichael Lynch Jason Kelly, Vice President, Strategy & Revenue Management, Digital, Time Inc. Moderator: Brad Berens, Chief Content Officer, Digital Marketing Sector, dmg world media
2:15pm – 3:00pm	The Secrets To Targeting Success: What Every Media Professional Must Know Online advertising is the future and the future is now. The urgency from advertisers for more sophisticated targeting is overwhelming. Today targeting is so deeply entrenched in many marketers’ media plans that an understanding of how targeting is actually conducted and the implications it can have from a branding perspective are all too often getting lost in the routine. This session will discuss what every media professional needs to understand to drive successful campaigns. Panelists: Chris Hulse, Founder & Chief Executive Officer, Inflection Point Media Joe Kyriakoza, Vice President of Strategic Insights, JumpStart Automotive Media Dave Marsey, Senior Vice President/Group Media Director Media Capability Lead, Digitas Chicago Moderator: Brian Morrissey, Digital Editor, Adweek
3:00pm – 3:15pm	Break
3:15pm – 4:00pm	Building Brands Online With the rapid growth of ad networks and access to targeted, low-cost inventory, online media has been a bonanza for direct response advertising -- driving “transactions” and immediate, measurable ROI. But for brand-focused marketers seeking to engage consumers around a brand “story,” the Internet has fallen far short of its full potential. Lack of innovation in formats, inappropriate metrics and a transactional selling model have constrained brand advertising growth online. While direct-response focused marketers spend up to 30% of their advertising dollars online, brand marketers spend only about 12% on average. These trends have contributed to widespread price erosion and creeping commoditization of online marketing. Our focus is on highlighting the current barriers to brand advertising online and then outlining a prescriptive action plan to address them. This perspective reflects a joint effort between Bain and the IAB, and is based on interviews with top marketer, media company and agency executives, as well as on a survey of over 700 marketers. Introduction: Bill Ruckelshaus, Chief Financial Officer, AudienceScience Presented by: John Frelinghuysen, Partner, Bain & Company
4:00pm – 4:45pm	Audience Innovation: What Lies Ahead: A Roadmap For Success Always at the forefront of technological advances, from his days in the Stanford labs to creating a gateway to digital marketing success, Basem will discuss what he is passionate about: the power of audiences and how innovation is changing all of us, forever. Presented by: Basem Nayfeh, Chief Technology Officer, AudienceScience
4:45pm – 5:00pm	Day 2 Wrap Up Presented by: Jeff Hirsch, Chief Executive Officer, AudienceScience
5:00pm – 6:45pm	Break
6:45pm – 9:00pm	Evening Event - Blush at the Wynn
DAY 3 – Thursday, April 29th - Advertiser Day + Publisher Departure Day
9:00am – 10:00am	Breakfast
10:00am – 10:15am	Kickoff Presented by: Jeff Hirsch, Chief Executive Officer, AudienceScience
10:15am – 11:30am	Industry Update: The State of Digital Marketing IAB President & Chief Executive Officer Randall Rothenberg highlights opportunities in and risks to the interactive advertising and media industries – including the regulatory environment, agency-publisher relations, and new tensions in the supply chain – and explores how ecosystem leaders are reacting… and should be reacting. Presented by: Randall Rothenberg, President & Chief Executive Officer, IAB
11:30am – 12:15pm	2020 Vision: The Relationship Age Media economist Jack Myers will share his vision for the media industry in 2020 focusing on the media industry’s current economic transformation. He is outspoken in advocating new business models for what he calls The Relationship Age™, when society and business is shifting from Industrial Age mass production, mass marketing and mass media to targeted, interpersonal and interactive communications. Jack will dispel myths and challenge outdated business models that are slowing advertisers’ embrace of social and digital media. He will also discuss recent industry developments that will have significant impact on the media industry and he will offer ideas and recommendations for media buyers and sellers. Presented by: Jack Myers, Media Economist, Founder M.E.D.I. Advisory Group LLC
12:15pm – 1:15pm	Roundtable Lunch Presented by: Dan Hurwitz, Vice President, National Sales, AudienceScience
1:15pm – 2:05pm	Successfully Navigating Through the Targeting Landscape Who is in control of your audiences and how can you ensure that you are using the most effective and efficient targeting available? We will cover what works and what does not and how you can improve your campaign ROI. Panelists: Jay Krihak, Senior Partner, Group Media Director and Gaming Innovation, MEC Interaction Darren Olive, Director, Discovery Digital Ad Sales Mary Shirley, Director, Digital Client Services, Horizon Media Huayin Wang, Vice President Analytics Trading Desk, Omnicom Media Group Moderator: Jeremy Mason, Vice President, Audience Gateway for Advertisers, AudienceScience
2:05pm – 2:25pm	Online Audiences built from Real-World Data™ Nothing is more predictive of consumer behavior than understanding actual spending patterns. Learn how to target the “right” consumers based on over $1 Trillion in US consumer spending. Presented by: Christopher Scoggins, Senior Vice President & General Manager, DLX Platform, DataLogix
2:25pm – 3:15pm	Friction & Fragmentation in Digital Media Never before have so many organizations and individuals been able to communicate with each other in so many ways—and this poses both exciting opportunities and profound obstacles for marketing. The birth of television in the 1930s brought with it a fat and happy era of cheap mass culture, but the birth of the internet in the 1990s has fragmented that culture and pressurized the work of marketing across all industries. In this presentation, Brad Berens will explore the key trends facing old and new media alike, describe new opportunities for marketing and assert that we must begin to pay different sorts of attention to the people formerly known as “consumers.” Having digitized so much of our culture and commerce, brands must now turn to the flesh and blood, the undigitizable, in order to help customers engage with each other, not with ads. Presented by: Brad Berens, Chief Content Officer, Digital Marketing Sector, dmg world media
3:15pm – 3:45pm	Privacy and the Next Generation of Targeting As audience targeting goes mainstream, questions have been raised about the impact on consumer privacy. This discussion will provide an update on the latest government activity in this area, what industry is doing to address concerns and the impact on advertisers and publishers. Presented by: Frank Gerstenberger, Vice President of Product Marketing, AudienceScience
3:45pm – 4:00pm	Day 3 Wrap Up Presented by: Denise Colella, Chief Revenue Officer, AudienceScience

*Please note that the agenda times and sessions are subject to change.