Agenda

 

8:00 AM

Registration Opens

Sponsored by
Rubicon Project

8:00 AM - 9:00 AM

Networking Breakfast

9:00 AM - 9:20 AM

Digital Ad Operations—Now Firmly at the Core of the Media Marketing Enterprise
Delivering Seamlessly and Measuring Accurately

The traditionally backroom, behind-the-scenes, ad ops community now takes center stage at the heart of the media enterprise to ensure the seamless delivery and accurate measurement of cross-screen media.

Steve Sullivan, Vice President, Advertising Technology, IAB

9:20 AM - 9:50 AM

Perception vs. Reality
What Value Does Automated Advertising Have to Brand Marketers?

Does programmatic buying have the same impact for brands as it does for vendors and publishers? Discover which technologies brand marketers consider most valuable when planning campaign strategies and what is still preventing them from accepting new automated buying methods. Explore how the industry can work better together to close the gap between brand marketers’ expectations and ad technology results.

Quentin George, Co-Founder and Principal, \UNBOUND\

9:50 AM - 10:00 AM

Industry Fast Break
A Series of Sessions Designed to Give You the Latest Industry News

Programmatic and Automation: Getting the Industry on the Same Page

The terms “programmatic,” “automation,” and “RTB” evoke confusion in the marketplace, meaning different things to different people. This session provides clarity by outlining four main ways of transacting “programmatically” today. walk away with a framework for distinguishing between them and a better understanding of factors commonly associated with each “programmatic” transaction.

Alanna Gombert, General Manager, CatalystDesk, Condé Nast, and Chair, IAB Programmatic Publishers Task Force

10:00 AM – 10:30 AM

Automating High Value Inventory
Publisher Strategies in the New Media World

Thought in the past to be only a method for selling remnant inventory, programmatic has taken on a whole new meaning. Premium publishers have introduced automated technology for selling their valuable content. Learn from the biggest in the business how programmatic is transforming premium publisher ad operations.

Michael Smith, Vice President, Revenue Platforms and Operations, Hearst

Introduction by:
Dan Foehner, Director, Media Solutions, Facebook; Co-Chair IAB Ad Operations Council

10:30 AM - 11:00 AM

VAST + VPAID + VMAP = VSUITE
Leveraging VSUITE to Manage Recent Innovations in Live Video Simulcasting

You’ve heard of VAST, VPAID, and VMAP, but what is VSUITE? Get a first look at how two companies are collaborating on adoption of the entire suite of technical specifications and protocols that enable content providers to deploy dynamic ad insertion to replace “TV” ads with digital ads on the fly, using a combination of linear TV (SCTE) and digital (VSUITE) standards.

Dave Kappenstein, Senior Director, Advertising Technology and Development, Comcast Interactive Media
Cathi Kwon, Group Product Manager, Adobe Video Solutions

Introduction by:
Zach Putnam, Vice President, Digital Revenue Planning and Operations, ABC; Co-Chair IAB Ad Operations Council

11:00 AM – 11:30 AM

Networking Refreshment Break

11:30 AM - 12:00 PM

HOW TO Make Digital Media as Easy to Buy as Broadcast

The multiscreen revolution is here, but the buying, execution, and reconciliation of digital media still lags behind traditional media. Explore how Carat joined Pandora’s integration into Mediaocean and STRATA, automating the digital media buying process, to solve programmatic, e-business, and self-service challenges for clients.

Gain insider knowledge on how programmatic buying systems work and the positive impact Pandora and Carat are seeing in operational margins.

Joanna Bloor, Vice President, Sales Operations, Pandora
Jennifer Hungerbuhler, Senior Vice President, Group Director, Local Media Activation, Carat USA
Mike Shields, Senior Reporter, AdWeek

12:00 PM – 12:30 PM

Multiscreen Insights for Better Content and Ad Strategy

What is the relative value of a smartphone, tablet, and computer to consumers who own all three? Discover how consumers transition and multitask between devices. Be there at the release of this new research study to get strategic insights on how best to communicate with consumers across all screens and within specific content genres— and how operations teams measure the value of devices.

Christian Kugel, Vice President, Consumer Analytics and Research, AOL

12:30 PM – 12:45 PM

Industry Fast Break
Traffic of Good Intent
Bringing Automated Advertising Fraud Down to Pennies

The IAB Traffic of Good Intent Task Force was established to ensure operational accuracy to buy-side and sell-side partners. Plans are in place to hinder “bad actors” in the space from collecting millions of dollars from fraudulent activity while keeping brands timid about programmatic technology. Understand the reality of fraud and learn how to participate in this new industry-wide prevention measure.

Scott Cunningham, Senior Vice President, Product, Federated Media

12:45 PM – 2:00 PM

Networking Luncheon

Sponsored by
Google

2:00 PM – 2:15 PM

Industry Fast Break
IAB Rising Stars— Should These Units Be Automated?

Adoption of IAB Rising Stars continues to grow, but is the industry ready to deliver these units at scale? Forbes, a pioneer of the ad units, discusses if they are too premium to be programmatic.

Mark Howard, Chief Revenue Officer, Forbes Media, and Member, IAB Board of Directors

2:15 PM - 2:45 PM HOW TO Implement and Execute Integrated Mobile Campaigns

While consumers engage with brands on all screens, mobile remains the most personal place where they interact. Take a close look at what ad operations professionals still need to do to embrace mobile and display as one.

Ryan Christensen, Vice President, Product, AppNexus
Julienne Thompson, Vice President, Programmatic Business, Millennial Media

2:45 PM – 3:15 PM

Networking Refreshment Break

3:15 PM – 3:45 PM

Viewable: Part 1
Preparing Your Company for Viewable Standards

This session covers everything you need to know about viewability. Standards setting body, Media Rating Council (MRC), discusses the upcoming launch of the new display standard and next steps for the video viewability standard.

George Ivie, ‎Chief Executive Officer, Executive Director, Media Rating Council
David Gunzerath, Senior Vice President and Associate Director, Media Rating Council

3:45 PM - 4:10 PM

Viewable: Part 2
A Viewable Case Study

Ensure Viewable Accuracy and Eliminate Discrepancies

Brian Adams, Director of Product Management, Google

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.

Drinks will be served.

The New Age of Ad Operations Performance Based Mobile Advertising Guaranteed Viewable Impressions The DMP, Redefined
Sponsored by
Operative
Sponsored by
tapjoy
Sponsored by
ComScore
Sponsored by
Krux

Optimal Team Structures, Roles, and Responsibilities for Maximizing Ad Revenue
Ad Ops Leaders Discuss Optimal Team Structures, Roles, and Responsibilities, for Maximizing Ad Revenue

Complexity abounds in the world of digital advertising. Amidst this environment of more intricate advertiser needs, the role of ad operations has evolved and grown to be more vital than ever before. Today’s ad operations teams are being asked to support product packaging, channel management, yield maximization, and new standards. How can you ensure that your ad operations department is equipped to take on these activities without compromising performance?

  • When it comes to managing multi-screen inventory, are there particular processes and workflows that have proven to be successful for you?
  • Is your team structured to maximize yield across multiple channels?
  • What effect will viewability have on your inventory in 2014?

Best Practices for Performance-Based Mobile Advertising Both In-App and on Mobile web

Discuss best practices for performance based advertising both in-app and on mobile web.

Learn how video advertising is successful in an action/performance based environment. See examples of how to overcome the challenges of utilizing rich media on mobile platforms.  Discover the third-party solutions available to agencies and advertisers looking to run a mobile app install campaign, and the impact of third-party ad tracking on mobile platforms.

  • What is the best way to deliver video advertising on mobile devices?
  • What are the benefits of MRAID compliance?
  • How do you track third-party mobile app cost per install? Take a closer look into methods of MobileAppTracking and Ad-X.
  • How do you overcome third-party ad tracking on mobile devices?

Kristopher Nyberg, Vice President, Operations at Tapjoy

Preparing for the Transition to a Guaranteed Viewable Impression
Best Practices to Help You Get Ahead—and Stay Ahead—of the Curve

The shift to buying and selling inventory based on viewable impressions is coming—and, for many of you, the transition has begun. Explore best practices for preparing for this change and learn tips for managing your teams through the transition with as little friction as possible.

  • How is this new way of transacting going to work and what should I be doing to prepare?
  • What should I address during the negotiation process to set myself up for successful outcomes?
  • How should I be thinking about and optimizing viewability in the context of all other KPIs?
  • How should I evaluate different methodologies and resulting data discrepancies?
  • What is the best way to think about and manage viewability data and industry benchmarks?

Digital Data — Managing the Conflicts of Personalization, Profits, and Privacy

An inversion of the digital publishing and marketing worlds is upon us.  Until now, the enterprise was the center of the cosmos, a predator on the hunt for purchasers or readers, or even clickers.  In the new normal, people are the sun.  This means the new basis of competition is about capturing and harnessing the digital data that people create in order to deliver to them what they want, when they want it, on any screen, in any context.  In order to separate the fact from fiction, the deliverable from the dream, key issues on the digital data landscape need to be addressed and solved:

  • Beyond Ad Sales: Can digital data be used by the enterprise to create personalized experiences in real-time? Improve ecommerce performance and attribution?  Reach new customers with targeted offers?
  • Future of the Cookie: Browser providers, consumer groups, and regulators are all questioning the viability of the cookie.  What does its future hold?  What better construct could be used in its place?
  • The Cross Device Problem: Absent universal paywalls and registration systems, how can the digital content and commerce world authenticate and deliver personalized experiences at scale across all screens?
  • Connecting Data: Publishers and Marketers alike have built vast offline data warehouses.  Can that data be brought online, at scale, to synch with digital data, and made actionable, in real-time?

5:05 PM – 5:15 PM

Industry Fast Break
IAB Research Released: Programmatic Everywhere?

Marketers, publishers, and technologists everywhere are buzzing about the potential of programmatic—the rapidly growing approach offering a transformative opportunity to build audience engagement while unlocking value. But how pervasive is programmatic today? How are existing approaches to programmatic buying driving the development of new marketing use cases? This session highlights new research on this dynamic approach and explains how a future defined by Programmatic Everywhere may be just around the corner.

Jonathan Margulies, Managing Director, Winterberry Group

5:15 PM - 5:30 PM

Marketplace Conversation Report-Backs & Town Hall

5:30 PM – 6:30 PM

Networking Reception