Agenda

Agenda

8:00 AM

Registration Opens

Sponsored by
PubMatic

8:00 AM - 9:00 AM

Networking Breakfast

Sponsored by
Advertising.com Group

9:00 AM General Session Convenes
9:00 AM - 9:10 AM

Welcome Remarks

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

Featured Presentation
The Future of Operations Is…Video

Bill Lederer
Bill Lederer
Chief Executive Officer,
Kantar Video
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
Move to a “viewable impressions” standard and count real exposures online.

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
Dan Murphy, Senior Vice President, Interactive Research and Analytics, Univision Interactive Media, and Co-Chair, IAB Ad Operations Council
Julian Zilberbrand, Senior Vice President, Global Digital Director, Technology Activation Group, Starcom Mediavest Group

Moderator: George Ivie, Executive Director and Chief Executive Officer, Media Rating Council

10:30 AM – 11:00 AM

Principle #2: GRPs (Gross Rating Points)
Online advertising must migrate to a currency based on audience impressions, not gross ad impressions.

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
Mainak Mazumdar, Senior Vice President, The Center of Innovation, The Nielsen Company
Dan Murphy, Senior Vice President, Interactive Research and Analytics, Univision Interactive Media, and Co-Chair, IAB Ad Operations Council
Jenna Umbrianna, Platform Media Lead, Hill Holliday

Moderator: Mike Shields, Senior Editor, Digiday

11:00 AM - 11:30 AM

Networking Refreshment Break

Sponsored by
Google

11:30 AM – 12:15 PM

Tackling Tomorrow’s Video Challenges Today
How the Vast Application of VAST Solves Cross-Platform Challenges

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.

Introduction by:
Teg Grenager, Co-Founder, Vice President, Product, Adap.tv, and Co-Lead, IAB VAST/VPAID Technical Standards Working Group
Payam Shodjai, Lead Product Manager, Google, and Co-Lead, IAB VAST/VPAID Technical Standards Working Group

Case Study 1: Mike Gaffney, Chief Revenue Officer, Auditude

Case Study 2: Atul Patel, Chief Executive Officer, OneScreen

Discussion:
Wayne Arnold, Founder and Global Chief Executive Officer, Profero
Jay Williams, Executive Vice President, Executive Creative Director, Publicis New York

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.

Heather Keltz, Group Director, Ad Operations, NYTimes.com
Kirby Winfield, Senior Vice President, Campaign Verification, comScore
Bill Wise, Chief Executive Officer, MediaBank

Introduction by: Mike Leo, Chief Executive Officer and President, Operative

1:00 PM – 2:00 PM

Networking Luncheon

Sponsored by
Operative

2:00 PM – 2:20 PM

Featured Presentation
The Future of Operations Is…Mobile

Chris LaSala
Chris LaSala
Director,
Mobile Partnerships,
Google
2:20 PM – 2:50 PM

Launching Campaigns: Minimizing Challenges of Creative Spec Roadblocks
What’s Causing the Most Friction? Can Technology Help?

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.

Richard Nguyen, Director, Ad Technology, Yahoo!
Todd Pasternack, Director, Creative Technology, PointRoll
Todd Teresi, Vice President, General Manager, Media Solutions, Adobe

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
Grace Liau, Senior Vice President, VivaKi
Zack Rogers, Senior Vice President, Revenue Operations, CBS Interactive
Mitch Weinstein, Senior Vice President, Director, Digital Ad Operations, UM

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

Sponsored by
Google

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.

Roland Cozzolino, Chief Technology Officer, MediaMath
Neal Richter, Data Scientist, the Rubicon Project
Bill Simmons, Chief Technology Officer, DataXu

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.

Sponsored by
OpenX

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
Dan Murphy, Senior Vice President, Interactive Research and Analytics, Univision Interactive Media, and Co-Chair, IAB Ad Operations Council

5:30 PM General Session Adjourns
5:30 PM - 6:30 PM

Networking Cocktail Reception

Sponsored by
Auditude