|8:00 AM - 9:00 AM||
|9:00 AM||General Session Convenes|
|9:00 AM - 9:10 AM||
Randall Rothenberg, President and Chief Executive Officer, Interactive Advertising Bureau
|9:10 AM - 9:30 AM||
Ops @ an Inflection Point—Setting the Agenda
Steve Sullivan, Vice President, Digital Supply Chain Solutions, Interactive Advertising Bureau
|9:30 AM – 9:50 AM||
|9:50 AM – 11:00 AM||
Making Measurement Make Sense: The Operational Focus
This two-part session breaks down the first two principles of the Making Measurement Make Sense initiative, translating how a common currency and standards improve digital metrics and decrease discrepancies.
Introduction by: John Frelinghuysen, Partner, Media and Entertainment Practice, Bain & Company
|10:00 AM – 10:30 AM||
Principle #1: Viewability
Explore the preliminary findings of viewability standards and break down real examples of how implementation helps bring brand dollars online by better addressing the needs of brand marketers.
David Cohen, Executive Vice President, Global Digital Officer, UM
Moderator: George Ivie, Executive Director and Chief Executive Officer, Media Rating Council
|10:30 AM – 11:00 AM||
Principle #2: GRPs (Gross Rating Points)
Brand marketers should understand the quality and number of exposures reaching their target audience—and the respective reach and frequency of such exposures. The existing digital currency makes this extremely difficult. Examine the evolution of an online GRP, the roles publishers can play, and the operational impact of supporting a new form of currency.
Jackson Bazley, Executive Director, Advisory Services, Media and Entertainment, Ernst & Young
Moderator: Mike Shields, Senior Editor, Digiday
|11:00 AM - 11:30 AM||
Networking Refreshment Break
|11:30 AM – 12:15 PM||
Tackling Tomorrow’s Video Challenges Today
VAST and VPAID have provided digital video with the standards required for broad distribution online, while reducing complexity and cost. Two case studies illustrate how applying these same standards to the burgeoning network of IP-infused devices—set-top boxes, tablets, phones—reduces the operational challenges of video advertising across all platforms and screens.
Case Study 1: Mike Gaffney, Chief Revenue Officer, Auditude
Case Study 2: Atul Patel, Chief Executive Officer, OneScreen
|12:15 PM – 1:00 PM||
The Impact of Consolidation on Operational Efficiency
Does the consolidation of the industry’s operating systems mean less complexity and more efficiency—or less choice, less competition, less innovation? Industry leaders debate the pros and cons and dissect the day-to-day impact of this new advertising technology landscape on ad operations professionals.
Introduction by: Mike Leo, Chief Executive Officer and President, Operative
|1:00 PM – 2:00 PM||
|2:00 PM – 2:20 PM||
|2:20 PM – 2:50 PM||
Launching Campaigns: Minimizing Challenges of Creative Spec Roadblocks
The industry is developing technologies to improve workflow efficiency between creative agencies and publishers. In this session, an agency, publisher, and rich media vendor show a 360 demonstration, step by step, of how new tools create an efficient and economical campaign launch.
|2:50 PM – 3:20 PM||
Verification Tension: Creating Transparency in a Tumultuous Environment
More than a year after verification services hit the marketplace, operational experts debate the necessity and impact of such services and explore whether they contribute value or just additional noise.
Todd Kosenski, Director, Global Strategy and Enablement, Microsoft
Moderator: Adrian D’Souza, Director, Media Revenue Operations, Google, and Co-Chair, IAB Ad Operations Council
|3:20 PM – 3:50 PM||
Networking Refreshment Break
|3:50 PM – 4:20 PM||
OpenRTB & Operational Efficiency
The mission of the OpenRTB initiative is to unlock growth in the real-time bidding marketplace by providing open industry standards for buyers and sellers. RTB represents the mechanization of labor-intensive manual processes associated with campaign creation, execution, and management—which can have an enormous impact on the ad ops industry as we know it.
Ask questions and share insights about the operational impact of OpenRTB in this open forum.
|4:20 PM – 4:45 PM||
Impression Exchange Implementation Challenge: Winners Revealed
The industry’s buy side ad servers were presented with the challenge of quickly implementing the IAB’s Impression Exchange Solution to industry specifications. The winners were selected based on the aggressiveness of their implementation planning and their level of adherence to the specifications.
Learn who the winners are, and hear how IES can and will change the nature of ad operations.
|4:45 PM – 5:30 PM||
Town Hall Meeting: Ad Operations
**BACK BY POPULAR DEMAND** This session opens the floor for attendee participation. Share your thoughts, challenges, and ideas—ultimately, helping to shape the industry’s agenda for the next year. Pre-event surveys and live feedback channels will help drive the conversation. Contribute topics and conversations by tagging tweets with #IABAO or email them to [email protected].
Adrian D’Souza, Director, Media Revenue Operations, Google, and Co-Chair, IAB Ad Operations Council
|5:30 PM||General Session Adjourns|
|5:30 PM - 6:30 PM||
Networking Cocktail Reception