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IAB Audience Measurement Leadership Forum
November 29, 2007 • New York

Agenda

Presentations are available for download.

8:15 AM

Registration Opens

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BPA Worldwide

8:15 AM - 9:00 AM

Networking Breakfast

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Compete

9:00 AM - 9:00 AM

Welcome and Opening Remarks
Randall Rothenberg, President and CEO, IAB
Manish Bhatia, President, Global Services and U.S. Sales, Nielsen Online, The Nielsen Company

9:00 AM - 9:30 AM

State of Industry Address
Interactive is the most targetable and measurable of all media. However, for us to fully realize the value of this fact we must begin to define where we are so that we can move to where we need to be. In this session, Steven Wadsworth, President of Walt Disney Internet Group and Chairman Emeritus of the IAB will discuss measurement in Interactive highlighting where we are as an industry and what we need to do to capitalize fully on the opportunity ahead.

Steve Wadsworth, President, Walt Disney Internet Group

9:30 AM - 11:30 AM

Demystifying the Metrics
Through a series of 15 minute interstitials throughout today's program, heads of leading measurement companies will share their methodologies and provide insights on their vision for the future. These sessions will help answer questions and clear up the current measurement landscape. Finally we will convene a panel with each representative to address and define differences as well as provide and opportunity for audience Q&A.

Manish Bhatia, President, Global Services and U.S. Sales, Nielsen Online, The Nielsen Company
Josh Chasin, Chief Research Officer, comScore
Konrad Feldman, Co-founder and CEO, Quantcast Corporation
Stephen Kim, Director of Advertising Research, Microsoft Digital Advertising Solutions
Chris Maher, President, Hitwise, Inc.

Download Manish Bhatia's presentation (700.0 KB)
Download Josh Chasin's presentation (871.5 KB)
Download Konrad Feldman's presentation (485.5 KB)
Download Chris Maher's presentation (2.7 MB)

10:30 AM - 11:00 AM

Mid Morning Networking and Refreshment Break

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Compete

11:30 AM - 12:15 PM

Demystifying the Metrics — Q&A
From panels to service side and combinations of the two have we found the Holy Grail of audience metrics to provide a deeper and richer understanding of the total audience? Join us as we bring the experts back together to further uncover the already complicated search for the most accurate metrics.

Moderator: Joe Mandese, Editor-in-Chief, MediaPost
Manish Bhatia, President, Global Services and U.S. Sales, Nielsen Online, The Nielsen Company
Josh Chasin, Chief Research Officer, comScore
Konrad Feldman, Co-founder and CEO, Quantcast Corporation
Stephen Kim, Director of Advertising Research, Microsoft Digital Advertising Solutions
Chris Maher, President, Hitwise, Inc.

12:15 PM - 1:15 PM

Networking Lunch

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Audit Bureau of Circulations

1:15 PM - 2:30 PM

Turning Data into Insights — Real World Case Studies
Attendees will hear real world case studies that showcase the importance of turning data into insights which increase the bottom line. We will follow these case studies with a data driven marketing insights discussion to where we will take a deeper look into the value of converting that data into insights.

Moderator: David Hallerman, Senior Analyst, eMarketer Inc.
Joseph Gillespie, Executive Vice President, CNET Networks
Greg A. Green, SVP/Global Head Media Operations and Technology, DIGITAS
Peter Kellis, Lead Product Manager, Google Ad Effectiveness

 Download Joseph Gillespie's presentation (1.3 MB)

2:30 PM - 3:15 PM

Cross Media Platform Discussion
Marketers and agencies continue to make decisions across media. What kind of cross media metrics exist so they can make informed and well balanced allocations of their marketing spend.

Moderator: Doron Wesly, Strategic Services, Millward Brown
Judy Bahary, VP Captivation Director, Starcom MediaVest Group
Gregg Liebman, Senior Vice President of Ad Sales Research, CNN
Scott C. McDonald, Ph.D., Senior Vice President, Market Research, Condé Nast Publications
David Poltrack, Chief Research Officer, CBS Inc, President, CBS VISION

3:15 PM - 3:45 PM

Afternoon Networking and Refreshment Break

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Compete

3:45 PM - 4:30 PM

What Comes Next? New Audience Metrics in the Digital World
With the advent of rich internet applications the exploration of engagement as a metric and the timeless search for more accurate measurement…What comes next? Do we adopt traditional metrics like the GRP or create a new metric all together.

Moderator: Bob Barocci, President, ARF
Lawrence DiCapua, Senior Marketing Manager, CRM, Pepsi-Cola Company
Stephen DiMarco, Vice President and CMO, Compete, Inc.
Beth Uyenco-Shatto, Director of Research, Microsoft Digital Advertising Solutions

4:30 PM - 5:15 PM

Emerging Media Platform Measurement Panel — Mobile, Gaming, Social Media and Digital Video
This panel examines the challenges of measurement within emerging media platforms. Panelists representing major new technologies will discuss the unique challenges of measurement within their respective mediums, followed by a discussion on how these might alter the way we account for overall audience measurement and effectiveness of brand messaging.

Moderator: Dorian Benkoil, SVP, Senior Consultant, Teeming Media
Carla Bourque, VP of Media & Entertainment, Nielsen BuzzMetrics
Evan Neufeld, Vice President, Consulting, M:Metrics, Inc.
Brian Shin, Founder & CEO, Visible Measures Corp
David J. Sturman, Ph.D., Chief Technology Officer / Product Unit Manager, Massive / Microsoft

5:15 PM - 6:15 PM

Cocktail Reception

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Compete