Agenda
IAB Marketplace - Advertising Technology

Agenda

Beyond Acronyms and Algorithms…
Defining Value in the Marketplace

IAB sets itself apart from typical conferences—no more admiring complexity and just isolating problems in the ad technology landscape. Each session is a dialogue that helps you understand how ad technology creates value in the ecosystem and how you can learn to take advantage without a lot of jargon.

Principal Sponsor
AppNexus
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8:00 AM

Registration Opens

Sponsored by
AT&T AdWorks

8:00 AM - 9:00 AM

Networking Breakfast

Sponsored by
AppNexus

9:00 AM - 9:30 AM

In a Perfect World…
What Does an Optimized Ad Tech Ecosystem Look Like?

Enough with bemoaning the complexity of the Advertising Technology landscape! Industry leaders put a stake in the ground, sharing their visions for a sustainable ecosystem that provides real value for publishers and advertisers.

Let’s stop talking about what’s wrong and focus on what “right” looks like.

Introduction: Doug Weaver, Founder and Chief Executive Officer, Upstream Group
Dave Jacobs, Senior Vice President, Publisher Services, Advertising.com
Jay Sears, Senior Vice President, Demand, Rubicon Project

9:30 AM - 10:00 AM

Building Brands with Programmatic Buying
One CPG Company Explains How to Blend Art and Science to Achieve Brand Lift

Demand Side Platforms and Real Time Bidding technology are poised to transform not just performance-oriented campaigns, but also brand-building efforts. Learn how to reach a precise audience, in real time, through new, increasingly engaging formats creating promising opportunities for marketers.

Bob Arnold, Associate Director, Global Digital Strategy, Kellogg Company
Chip Scovic, Head, Sales, Google

10:00 AM - 11:20 AM

Advertising Technology Marketplace: Learn From the Solutions Experts

Short, intimate sessions by solutions providers to educate advertisers and publishers. This is your chance to meet the experts and get your most pressing questions answered. Select four of five parallel sessions, each lasting 15 minutes.

  4th Floor 5th Floor
 
Room 402

Room 404

Room 406

Room 502

Room 510
10:05 AM – 10:20 AM MediaMath AppNexus DoubleClick Casale Media Tribal Fusion
5 minutes     Time's up! Next...    
10:25 AM – 10:40 AM MediaMath AppNexus DoubleClick Casale Media Tribal Fusion
5 minutes     Time's up! Next...    
10:45 AM – 11:00 AM MediaMath AppNexus DoubleClick Casale Media Tribal Fusion
5 minutes     Time's up! Next...    
11:05 AM – 11:20 AM MediaMath AppNexus DoubleClick Casale Media Tribal Fusion
           

11:20 AM - 11:45 AM

Networking Refreshment Break

Sponsored by
Right Media

11:45 AM - 12:05 PM

Reporting Live from the W3C Tracking Protection Working Group: “Do Not Track”

Few things are as consequential to the digital advertising ecosystem than “Do Not Track.” Mike Zaneis, SVP, General Council and Chris Mejia, Digital Supply Chain Solutions Director, will be on the ground at the W3C Tracking Protection Working Group meeting representing the IAB—Providing real time updates, insights and analysis via live feed into the general session.

This live report provides a fundamental DNT update to spark a town hall discussion on what this means for your business.

If you don’t know who the W3C is prepare to learn the importance of Do Not Track for your business.

The World Wide Web Consortium (W3C) is an international community where Member organizations, a full-time staff, and the public work together to develop Web standards.

On Screen:
Chris Mejia, Director, Digital Supply Chain Solutions, IAB
Mike Zaneis, Senior Vice President, Public Policy, General Counsel, IAB

On Stage:
Stu Ingis, Partner, Venable
Grace Liau, Senior Vice President, Partnerships, Vivaki Nerve Center
Michael Wechsler, Founder, TheLaw.com

12:05 PM - 12:35 PM

Building Your Stack: Real-World Campaigns Executed Across the Value Chain

Ever been confused by the LumaScape chart? This revealing series of Case Studies demonstrates how advertisers and publishers have partnered throughout the technology landscape to ultimately improve how they have bought and sold media.

Case Study 1:

How Agencies Gain Value Buying Across the Technology Landscape

Joe Zawadzki, CEO, MediaMath, talks with agency partner, Adam Cahill, Executive Vice President, Co-Media Director, Hill Holliday, to teach you how agencies select partners, determine what data matters in the buying process, and leverage today’s technology to maximize campaign value.

Adam Cahill, Executive Vice President and Co-Media Director, Hill Holliday
Joe Zawadzki, Chief Executive Officer, MediaMath

 

Case Study 2:

How Tech Savvy Publishers Increase the Value of Inventory and Drive More Revenue

Eric Franchi, Co-Founder, Undertone, explores with Steven Goldberg, Vice President and General Manager, Advertising Sales and Strategy, HomeAway, how publishers partner with data companies, optimization companies and others in the technology landscape to create and increase inventory value—learn their secrets for increasing efficiency and optimization by leveraging multiple technologies.

Eric Franchi, Co-Founder, Undertone
Steven Goldberg, Vice President and General Manager, Advertising Sales and Strategy, HomeAway

12:35 PM - 1:35 PM

Networking Luncheon
Times Square Ballroom, Lobby Level

Sponsored by
DoubleClick

1:35 PM - 2:05 PM

Mobile and Video Strategies Revealed: Programmatic Buying = Increased Efficiency

Get an inside look from two experts on programmatic buying technologies for emerging platforms—one for mobile and one for video advertising. See real world examples of how buying efficiency can be increased across these new platforms.

Mobile Video

Lara Mehanna, General Manager, Mobile, DataXu

Teg Grenager, Founder, Vice President, Product, Adap.tv

2:05 PM - 2:20 PM

Defining the State of Digital Attribution New Proprietary Research

Leading research company, Forrester, unveils new proprietary research that explains the prevalent models in play today and explores the distinction between attribution and traditional media mix modeling. Be prepared to understand the benefits and pain points.

Ari Osur, Principal Analyst, Interactive Marketing, Forrester

2:20 PM - 3:40 PM

Advertising Technology Marketplace: Learn From the Solutions Experts

Short, intimate sessions by solutions providers to educate advertisers and publishers. This is your chance to meet the experts and get your most pressing questions answered in four parallel sessions, each lasting 15 minutes.

  4th Floor 5th Floor
 
Room 402

Room 404

Room 406

Room 502
2:25 PM – 2:40 PM Quantcast Right Media OpenX DoubleVerify
5 minutes     Time's up! Next...  
2:45 PM – 3:00 PM Quantcast Right Media OpenX DoubleVerify
5 minutes     Time's up! Next...  
3:05 PM – 3:20 PM Quantcast Right Media OpenX DoubleVerify
5 minutes     Time's up! Next...  
3:25 PM – 3:40 PM Quantcast Right Media OpenX DoubleVerify
         

3:40 PM - 4:00 PM

Networking Refreshment Break

Sponsored by
Right Media

4:00 PM - 4:45 PM

Marketplace Conversations – NEW INTERACTIVE FORMAT!

The best conversations at conferences typically happen in hallways and over drinks. The IAB Marketplace Conversations—three breakout sessions—harness that same energy and value encouraging heated discussions and debates.

Each session is facilitated by an industry leader, and structured in a way that encourages dialogue around controversial issues. You’ll be able to pose questions, share experiences, and exchange insights.

A volunteer from each breakout session will join the facilitator on the main stage to provide a summary, creating a productive, industry-wide town hall discussion.

Viewability
Room 402
Private Marketplaces
Room 404
From Bidding to Buying
Room 406

If an ad loads on a page and no one is around to see it, should it still be counted?

What is the value of building a private marketplace?

How is OpenRTB related to the future of the exchange infrastructure?

Sponsored by
SAY Media
Sponsored by
PubMatic
Sponsored by
Acuity

4:45 PM - 5:00 PM

Live from the W3C Tracking Protection Working Group: "Do Not Track”

IAB’s Chris Mejia and Mike Zaneis reconvene to report live from the consortium—to share real-time updates and analysis as the meeting progresses.

Chris Mejia, Director, Digital Supply Chain Solutions, IAB
Mike Zaneis, Senior Vice President, Public Policy, General Counsel, IAB

5:00 PM - 5:45 PM

Town Hall Debate: Marketplace Conversation Meet to Debate Industry Challenges and Exchange Ideas

Marketplace Conversation leaders report back on the major ideas and points of contention that came up in every group discussions. Don’t miss hearing what your colleagues discussed in each breakout room. Add your point of view in this Open Town Hall forum.

5:45 PM - 6:45 PM

Networking Reception

Sponsored by
MediaMath