2010 Agenda

Revenue: The Next Wave, the theme of the IAB Annual Leadership Meeting in 2010, captures what is foremost in the minds of industry leaders—how to define the path forward for new media models to realize the full potential of interactive to drive substantial revenue. In just two years, the IAB Annual Leadership Meeting has established itself as the central thought leadership venue for senior executives to discuss and debate potential solutions to the most pressing challenges facing marketers, agencies and publishers. On the docket for 2010:

  • How are major media companies transforming themselves and their revenue streams to drive growth and dollars?
  • What is the future of journalism—free, open, branded content or pay-wall protection?
  • From valuation to value—who’s buying whom and why?
  • Monetizing content—the future of TV and online video
  • From data to dollars—who “owns” data and why it matters

12:00 PM

Registration Opens

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4:00 PM - 5:00 PM

Kick-Off Networking Happy Hour

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Audience Science

5:00 PM

General Session Convenes

5:00 PM - 5:15 PM

IAB Vision: Ecosystem 2.0

Randall Rothenberg
Randall Rothenberg
President and Chief Executive Officer,
Interactive Advertising Bureau

5:15 PM - 5:45 PM

The Price of Admission

David Moore has successfully navigated developing media platforms from the early days of cable television to the age of the iPad. With trademark honesty and wit, he lays out his vision for the next phase of monetizing content—from premium publishers to the tip of the long tail.

David Moore
David Moore
Chairman and Founder,
24/7 Real Media, Chairman, IAB Board of Directors

5:45 PM - 6:15 PM

IAB Founder’s Awards

Presented to:
Wenda Harris Millard, President and Chief Operating Officer, MediaLink
Jim Spanfeller, President and Chief Executive Officer, The Spanfeller Media Group

Presented by:
Randall Rothenberg, President and Chief Executive Officer, Interactive Advertising Bureau

6:15 PM - 6:45 PM

IAB Sales Excellence Awards

Presented by:
Jack Myers, Media Economist/Investment Advisor, M.E.D.I.Advisory Group

6:45 PM - 7:15 PM

IAB Service Excellence Awards

Presented by:
Neil Ashe, President, CBS Interactive, Vice Chairman, IAB Board of Directors

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7:15 PM

General Session Concludes

7:15 PM - 9:15 PM

Welcome Reception
The Plaza

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6:30 AM - 7:30 AM and Boot Camp

Join in for an early morning, high-intensity boot camp workout class, designed to jump-start your body and mind.
The Upper Lawn Terrace

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7:30 AM

Registration Opens

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7:30 AM - 8:30 AM

Continental Breakfast

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8:30 AM

General Session Reconvenes

8:30 AM - 8:45 AM

Setting the Agenda
Revenue: The Next Wave

Randall Rothenberg, President and Chief Executive Officer, Interactive Advertising Bureau

8:45 AM - 9:15 AM

Social Engagement: The New Paradigm

Frank Cooper
Frank Cooper III
Senior Vice President, Chief Consumer Engagement Officer,
PepsiCo Americas Beverages

9:15 AM - 9:45 AM

Who's Buying Whom and Why
The Next Wave of M&A

2010 - 2011: An Investment Banker's View of the Interactive Advertising Business

Tolman Geffs
Tolman Geffs
The Jordan, Edmiston Group, Inc.

9:45 AM - 10:30 AM

“We Didn't Kill Newspapers”
The Next Wave for Journalism

“It’s the Golden Age of News” proclaims Eric Hippeau in this provocative presentation about the future of journalism. The Huffington Post’s Chief Executive Officer defines how the Digital Age has revolutionized the news business and, more importantly, how that revolution will be monetized.

Eric Hippeau
Eric Hippeau
Chief Executive Officer, The Huffington Post
10:30 AM - 11:15 AM

Networking Refreshment Break

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11:15 AM - 11:45 AM

Destruction & Rebirth
The Next Wave Agency Model

Predictions of the demise of advertising agencies have certainly not been understated. The rapid evolution of technology and consumer behavior has far outpaced that of the marketing-media industry. Who will take the lead, helping marketers balance brand planning with the speed of consumers’ changing media habits? Many pundits are betting against agencies.

“Not so!” says Bryan Wiener. In this session he shares an alternative vision in which agencies reinvent themselves, playing an indispensable role in driving business results for their clients.

Bryan Wiener, Chief Executive Officer, 360i

11:45 AM - 12:30 PM

Meredith and the Art of Reinvention
The Next Wave for Marketing Services

Jack Griffin Martin Reidy
Jack Griffin
National Media Group, Meredith Corporation
Martin Reidy
President and Chief Executive Officer,
Meredith Integrated Marketing, Meredith Corporation

12:30 PM - 1:15 PM

And the Winner Is...
The Next Wave for Video Advertising

Take a deep-dive into the results of The Pool and get an insiders’ look at the process and methodology of this groundbreaking research. See what the future of video advertising will look like.

Curt Hecht, President, VivaKi Nerve Center, VivaKi
Tracey Scheppach, Senior Vice President/Video Innovation Director, VivaKi

1:15 PM - 2:15 PM

Networking Luncheon

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2:15 PM - 2:45 PM

Mission: Monetization
The Next Wave of Online Advertising Technology
Susan Wojcicki will discuss how Google is addressing the challenges of online advertising today with a focus on the company’s efforts to help all online publishers maximize advertising revenues. She is responsible for the technology behind Google’s online advertising business—including its core search advertising platform, as well as its mobile and display advertising offerings.

Susan Wojcicki
Susan Wojcicki
Vice President, Product Management, Google

2:45 PM - 3:15 PM

The Future of the Paywall
The Next Wave for News

Flagship has successfully charged for its digital content since 1997 while growing its overall online, video, out-of-home and mobile audience to more than 33 million. In addition, Wall Street Digital Network brands like MarketWatch, Barron’s, AllThingsD, Big Charts and FiLife publish a broad mix of paid and free content across numerous platforms in the U.S., Europe and Asia.

Gordon McLeod, President of The Wall Street Journal Digital Network, shares his deep understanding of what users want and how multiple revenue models across multiple platforms can work, creating a sustainable future for news.

Gordon McLeod, President, The Wall Street Journal Digital Network

3:15 PM - 3:45 PM

TV - TOTALLY Everywhere
The Next Wave of Convergence

Avner Ronen, Chief Executive Officer, boxee

3:45 PM - 4:30 PM

Networking and Refreshment Break

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4:30 PM - 5:15 PM

Who? Where? When?
The Next Wave of Interactive Advertising

The intersection of social, local and real-time services will change interactive advertising as we know it. More and more, we are all living in public—sharing information about ourselves, our friends, our locations, our tastes, our preferences and our purchases.

How can marketers take advantage of these new data sources while providing real value to consumers in the process?

Anamitra Banerji, Product Management, Monetization, Twitter
Jed Nachman, Vice President of Sales, Yelp
Dan Rose, Vice President, Business Development & Monetization, Facebook

Moderator: Seth Goldstein, Co-Founder and Chairman,,
Co-Chairman, IAB Social Media Committee

5:15 PM - 6:00 PM

All Together Now!
The Next Wave Integration of Social Entertainment

Jason Hirschhorn, Co-President, MySpace
Nada Stirratt, Chief Revenue Officer, MySpace

6:00 PM

General Session Concludes

6:00 PM - 7:00 PM

Networking Cocktail Reception

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Compete Rubicon Project

7:00 PM - 10:00 PM


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7:30 AM - 8:30 AM

Continental Breakfast

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8:30 AM

General Session Reconvenes

8:30 AM - 8:45 AM

Opening Remarks

Randall Rothenberg, President and Chief Executive Officer, Interactive Advertising Bureau

8:45 AM - 9:30 AM

Using New Media to Extract Emotional Technology
The Next Wave of “Advertising”

Leveraging digital channels like social media has allowed Kodak to build close relationships with its customers, rejuvenate its brand and create innovative products.

Kodak’s Chief Marketing Officer reveals how the iconic brand is successfully transforming into a leader in digital imaging while delivering tangible returns from its interactive marketing investment.

Jeffrey Hayzlett
Jeffrey Hayzlett
Chief Marketing Officer,
Eastman Kodak Company

9:30 AM - 10:15 AM

Breaking the Cycle of Addiction!
The Next Wave for Branding and Display

Russ Fradin, President, Adify

10:15 AM - 11:15 AM

The Great Debate
RESOLVED: I Own the Data

One of the most controversial issues in interactive is who “owns” the incredible amount of data generated by consumers as they traverse the web. Conducted as a formally structured presidential-style debate, this session brings four stakeholders head-to-head as they grapple to resolve the dispute once and for all.

Jeff Hirsch, President and Chief Executive Officer, AudienceScience
Walker Jacobs, Senior Vice President, Turner Sports and Entertainment Digital Ad Sales, Turner Broadcasting System
Ramsey McGrory, Vice President, North American Marketplaces, Yahoo!
John Montgomery, Chief Operating Officer, North America, GroupM Interaction

Bob Liodice, President and Chief Executive Officer, Association of National Advertisers

11:15 AM - 11:45 AM

Closing Remarks

Randall Rothenberg, President and Chief Executive Officer, Interactive Advertising Bureau

11:45 AM

General Session Adjourns

11:45 AM - 12:30 PM

Closing Networking and Refreshment Break

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Principal Sponsor: Title Sponsors: VIP Sponsor: Supporting Sponsor:  Official Media Sponsor:
Compete Inc.
Advertising Age

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