Agenda
IAB Ad Operations Summit

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Agenda

8:00 AM

Registration Opens

Sponsored by
Rubicon Project

8:00 AM - 9:00 AM

Networking Breakfast

Sponsored by
Right Media, a Yahoo! Company

9:00 AM - 9:15 AM

Multiscreen Ad Operations

The ability to reach consumers wherever they are, on any screen, provides brands with enormous opportunity but significantly increases operational complexities. Setting the framework for the day, IAB’s Steve Sullivan, Vice President, Advertising Technology, explores the current and future state of ad operations standards and initiatives and discusses how to maintain multiscreen operational efficiency.

Steve Sullivan, Vice President, Advertising Technology, IAB

9:15 AM - 9:45 AM

Industry Consolidation: How Mergers and Acquisitions Change the Digital Landscape and Your Job

Consolidation is transforming ad operations and the teams responsible for delivering and measuring digital campaigns. This session shares real world examples of how companies integrate systems and people in a way that increases efficiency, minimizes disruption, and ultimately leads to optimized organizations.

JT Batson, Chief Strategy Officer, Mediaocean
Mike Leo, President and Chief Executive Officer, Operative
Todd Simon, Managing Director, Oppenheimer & Co.

9:45 AM - 10:00 AM

IAB Initiatives in Action
A series of deep-dive discussions that bring the collective insights of the IAB to you.

IAB Initiatives in Action #1: Do-Not-Track

Few things are more consequential to the digital advertising ecosystem than Do-Not-Track. IAB’s Mike Zaneis, Senior Vice President and General Counsel, provides a DNT update and discusses what this means for ad ops and your business.

Mike Zaneis, Senior Vice President, Public Policy, General Counsel, IAB

10:00 AM – 10:45 AM

A Mobile-First Future: Overcoming Operational Challenges
A View From the Front Lines

Consumer usage of mobile is exploding and mobile advertising aims to follow. Yet still, major obstacles for delivering ads across multiple platforms, operating systems, and screens remain. Creative costs are high and measuring ROI continues to prove difficult. In this session, mobile power players explore creative solutions to these operational challenges and provide insight into how they are building products, services, and media plans for a future when mobile web sites and products are designed first.

Moderator: Eric Ferguson, Vice President, Digital Client Services, Nielsen
Angelina Eng, Vice President, Digital Media Operations, Carat USA
Richy Glassberg, Chief Operating Officer, Medialets
JiYoung Kim, Senior Vice President, Strategy and New Solutions, Ansible
Grant Stratemeyer, Vice President, Business Development, Celtra

10:45 AM - 11:15 AM

Networking Refreshment Break

Sponsored by
Advertising.com Group

11:15 AM – 11:40 AM

Live From the Red Carpet: How CBS Made the GRAMMY Awards Multiscreen

Look behind the scenes of the GRAMMYs to explore how digital, social, and mobile experiences were built into a live television broadcast. CBS reveals how it approaches, executes, and measures advertising in second- and third-screen environments.

Marc DeBevoise, Executive Vice President and General Manager, Entertainment, News and Sports, CBS Interactive

11:40 AM – 12:20 PM

IAB Initiatives in Action #2: 3MS 
A Town Hall Discussion

No other topic generates more interest or inquiries than Making Measurement Make Sense (3MS). Join this town hall discussion as the Media Rating Council (MRC) provides an overview of the 3MS pilot program and dissects its current state. Following this, agency experts share insights on how “the viewable impression” will transform the buying and selling of digital media. Ask questions and get answers from leaders driving the program.  

David Gunzerath, Senior Vice President and Associate Director, Media Rating Council
George Ivie, Chief Executive Officer and Executive Director, Media Rating Council
Sherrill Mane, Senior Vice President, Research, Analytics, and Measurement, IAB

Joined by:
Joe Barone, Managing Director, Digital Advertising Operations, GroupM
Julian Zilberbrand, Senior Vice President, Global Digital Director, Technology Activation Group, Starcom MediaVest Group

12:20 PM – 12:40 PM

IAB Initiatives in Action #3: SafeFrame
Enabling Measurement of Viewability Through a Cross-Domain iFrame 

Ever wish you could guarantee a safe environment to monetize inventory efficiently and effectively? SafeFrame provides publishers and advertisers with a way to open inventory to rich media, increasing revenue opportunities. This will create a secure way to programmatically buy and sell media and improve delivery functionality for your organization.

Sean Snider, Senior Web Software Engineer, Yahoo!, and Co-Chair, IAB SafeFrame Working Group

Joined by:
Zach Putnam, Vice President, Revenue Planning and Operations, ABC Television Network

12:40 PM – 1:00 PM

Programmatic Guaranteed: Inventory Packaging and Pricing

As content expands across screens in an increasingly programmatic environment, inventory forecasting must also become more multidimensional. Learn how publishers package, price, and markup inventory in order to succeed in a programmatic guaranteed environment. 

Alison Kennedy, Senior Vice President, Sales, North America East Region, Glam Media
Neal Richter, Chief Scientist, Rubicon Project
Art Schram, Vice President, Adapt Platform, Glam Media

1:00 PM – 2:00 PM

Networking Luncheon

2:00 PM – 2:20 PM

Crisis Planning, Business Continuity, and Ad Operations
How to Continue Business as Usual During a Disaster

Operations expert, Mitch Weinstein, explores what worked, what didn’t, and how to continue ad delivery and trafficking during a crisis such as Hurricane Sandy. Discuss relevant, timely information on the critical role of ad operations in your business continuity plan to ensure campaign delivery and client communication.

Mitchell Weinstein, Senior Vice President, Managing Partner, U.S. Ad Operations, UM

2:20 PM – 2:40 PM

What Are You Looking At?
Video in Today’s Multiscreen World

Opportunities and technical challenges for video advertising increase as video consumption across multiple devices expands. Explore how publishers and advertisers gain momentum by delivering multiscreen video campaigns, improving audience targeting and measurement, and engaging viewers with innovative ad formats.

Rany Ng, Group Product Manager, Display Advertising, Google

Sponsored by
Google

2:40 PM – 3:00 PM

Big Data Takes Center Stage at the 2012 Presidential Election: A Lesson for Operations
Real Time Delivery of Accurate, Actionable Big Data

Political campaigns are actually high-speed, short-term, branding campaigns.  Candidates have only months to establish a political brand, make and adjust their policies, and mobilize an audience.  In addition to dynamically customizing creative, they need to modify overall messaging as voter focus changes—and measure impact well beyond CTR.  Learn from the most publicized campaign in our country’s history how big data can enable operations teams to precisely target audiences across any platform and achieve enormous impact.

Elaine Harvey, Vice President, Software Engineering, Resonate
Joe Lichtenberg, Vice President, Edge Computing, Mirror Image Internet

3:00 PM – 3:30 PM

Networking Refreshment Break

Sponsored by
Advertising.com Group

3:30 PM – 3:50 PM

Rising Stars: Demonstrating Results
Improving Engagement Metrics and Increasing Profitability

How do we prove that the new IAB Rising Stars ad formats amplify consumer engagement in order to increase buy-side demand for these ad units? Forbes Media, a champion of these new ad units, reveals Rising Stars engagement metrics and explains how this new data transformed operations and sales teams. 

Jonah Goodhart, Co-Founder and Chief Executive Officer, Moat
Meredith Levien, Group Publisher, Chief Revenue Officer, Forbes Media

Introduction by: Peter Minnium, Head, Brand Initiatives, IAB

3:50 PM – 4:10 PM

IAB Initiatives in Action #4: QAG 
How the New Quality Assurance Guidelines Will Transform the Future of Media Buying

When QAG was written four years ago the buzz was if it would be the networks or the SSPs that win the race for indirect inventory representation. As it turns out, there are now even more players involved in digital transactions creating a greater need to simplify the value chain and deliver transparency to customers. Explore how this new set of business rules leads to transparency in the value chain and increased revenue opportunities for certified partners. Join this in-depth discussion on the importance of widespread industry adoption and the challenges still ahead.

Ari Bluman, Chief Digital Investment Officer, GroupM North America
Rob Rasko, Founder, Managing Partner, The 614 Group, and Executive Advisor, IAB

4:15 PM – 5:00 PM

Marketplace Conversations—A Town Hall Experience
Pose Questions. Share Experiences. Exchange Insights.
Walk away with new ideas and new connections.

The best conversations at conferences often happen in hallways and over cocktails when attendees engage one another in spirited discussion and debate. IAB Marketplace Conversations tap into this energy by creating interactive town halls focused on hot topics in digital marketing and media.

Facilitated by an industry leader, each session is an open forum to share challenges, collaborate on solutions, find inspiration and ideas, and make contacts that translate into business solutions.

Turning Data Into Dollars
Room 402
Monetizing Linear Video Advertising
Room 404
Yield Management and Optimization
Room 406

The realities of supporting a data-driven media business.

Successfully implementing the IAB VSUITE to reduce barriers to multiparty ad serving and increase video spend across screens.

Making the most out of each impression without any waste.

Sponsored by
Krux
Sponsored by
Adobe Auditude
Sponsored by
Real Media Group

5:05 PM – 5:15 PM

Data Management Platforms: A New Foundation for Right-Time Marketing
Research Released on the Future for DMPs and Those Who Use Them

One of the newest ingredients in the digital alphabet soup of acronyms, the DMP (data management platform) emerged a few years ago as publishers and advertisers aggregate more data, from more sources, and across more screens. New research revealed for the first time—driven by Winterberry Group in partnership with the IAB—explores the mission and likely evolution of DMP technology and the broad landscape of users and third-party developers that have propelled its growth. 

Jonathan Margulies, Managing Director, Winterberry Group

5:15 PM – 5:30 PM

Marketplace Conversations Open Forum

Forum leaders report back on the major ideas and points of contention during the Marketplace Conversation breakout sessions held earlier in the day.

5:30 PM - 6:30 PM

Networking Reception

Sponsored by
Operative

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