2010 Long Tail Alliance Fly-In Agenda
All meals throughout the two-day agenda will be complimentary. In addition, transportation will be provided between the Sheraton Crystal City and Google offices for dinner on Monday as well as from the Sheraton to Capitol Hill on Tuesday. Attire is business casual.
June 14, 2010


12:00 PM - 1:30 PM

Registration & Networking Luncheon

Sheraton Crystal City
Ballroom A, 2nd floor

1:30 PM - 1:40 PM

Welcome Remarks

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

Sheraton Crystal City
Ballroom A, 2nd floor

1:40 PM - 2:05 PM

How Did THAT Get on My Site?
Protecting your site AND your customers from malware

You control 100 percent of the content on your site, but you may not control 100 percent of the advertising. Malware purveyors know this, and if their malicious ads—served through ad networks—get on your site they could infect your readers. Hear what ad networks are doing to protect you and learn steps you can take to protect your own business.

Jarvis Coffin, Chief Executive Officer, Burst Media
Caitlin Quaranto, Manager, Publisher Services, Burst Media

2:05 PM - 2:30 PM

Don’t Just Talk to My Network. Talk to Me.
Raising your revenue by selling directly to advertisers

Ad networks enabled you to build a publishing business without relying on a sales force. But now your site is established. Advertisers want a piece of your audience, and you’re ready to sell it to them. Where do you begin? How do you initiate a sale? How do you close it? And most important, how do you demonstrate value after the sale to keep advertisers coming back for more? IAB Long Tail Alliance members and an ad agency account director discuss their processes and experiences in working without the network.

Tim Carter, Askthebuilder.com
Jared Golden, Apparel Media Group
Kyle McCarthy, Familytravelforum.com
Jade Watts, Digital Account Director, Media Contacts

Michael Theodore, Vice President, Member Services, Interactive Advertising Bureau

2:30 PM - 2:55 PM

Networking and Refreshment Break

2:55 PM - 3:20 PM

I May Be a Small Publisher, But I Have Some Big Questions.
An informal Q&A session with leaders of major ad networks

What data can you share with me? Will my rates ever go up? How can I design my site to generate more revenue? What is being done about click fraud? Should I subscribe to an audience measurement service? This is your opportunity to ask ad networks your pressing questions about the issues that are important to you.

Jarvis Coffin, Chief Executive Officer, Burst Media
Scott Portugal, Chief Revenue Officer, Managing Director, TRAFFIQ/MMi
Mike Seiman, Chief Executive Officer, CPX Interactive

Christopher Glushko, Senior Manager, Marketing, Interactive Advertising Bureau

3:20 PM - 4:00 PM

Small Publisher Roundtable

Learn best practices from other small publishers. Share your thoughts on important issues. Leverage the knowledge of your peers to grow your business. Take collective problem solving to the next level with roundtable discussions on what matters most to you.

5:00 PM

Board Bus to Google Washington DC

Sheraton Crystal City
Hotel Lobby

6:00 PM - 7:00 PM

Cocktail Reception - Courtesy of Google

Google Washington DC
Second Floor
1101 New York Avenue, N.W.
Washington, DC 20005

7:00 PM - 9:00 PM

Dinner - Courtesy of Google

Google Offices

Please plan on joining us in Google’s famous “cafeteria” for dinner with some of interactive advertising’s leaders, including IAB CEO Randall Rothenberg.

9:00 PM

Bus Departs Google Washington DC

Returns to Sheraton Crystal City

June 15, 2010


7:00 AM

Board Bus to Capitol Hill

Sheraton Crystal City
Hotel Lobby

7:45 AM

Bag Drop

Hyatt Regency
400 New Jersey Avenue NW
Washington, DC 20001

The IAB has arranged for a bag drop at the Hyatt Regency so you will not have to carry your luggage throughout the day. For security reasons, the Hyatt Regency is also the closest drop-off point to the Capitol Hill Visitors Center. The walk to the Capitol Visitors Center entrance is approximately 10-15 minutes. Bags may be picked up at any time when you are ready to depart Capitol Hill.

8:15 AM - 9:00 AM

Breakfast on the Hill

Capitol Visitors Center
Congressional Meeting Room South
Washington, DC

When you arrive at the Capitol Hill Visitors Center, please do not wait in the tourist lines. Walk up to the entrance and tell security you have a meeting in Meeting Room South and ask for directions to the room.

9:00 AM - 12:00 PM

Capitol Hill Visits

Your day of advocacy gets underway as you divide up into teams for individual meetings with members of Congress and their staffs. Each team will be assigned a “chaperone” to help you make your way around the Hill, as well as answer any questions you might have.

12:00 PM - 1:00 PM


Teams will gather for lunch in the Capitol Visitors Center cafeteria at different times based on their meetings schedule. Lunch will be provided courtesy of the IAB.

1:00 PM - 3:00 PM

Capitol Hill Visits

Meetings with Congress and their staffs will continue throughout the afternoon.

3:00 PM

Fly-In Conclusion

Join IAB staff and other small publishers at a classic Capitol Hill watering hole to unwind and relax from a busy day of advocacy.

410 1st St., SE
Washington, DC 20003