8:15 – 9:00 | Registration & Breakfast
9:00 – 9:20 | Right Brain, Left Brain: A Balanced Look at Publisher Control
Too often publishers look at automation and technology in a vacuum: remnant issues to be considered once you’re done with the business of sales. But revenue is not a descending hierarchy of needs: it’s an always on nervous system in which both sides of “the brain” work in tandem. Weaver, who’s spent the last 14 years helping sales leaders drive revenue through strategy and skills development, kicks off Ad Revenue 4 with a challenging and empowering keynote that speaks to the need for a “whole brain” approach to revenue.
Opening Keynote Remarks: Doug Weaver, Founder & CEO, Upstream Group
9:20 – 9:40 | Steering the Evolution of Media Selling
The digital advertising ecosystem has made tremendous strides in recent years towards leveling the playing field for premium publishers. But as the industry evolves, disruptions enter the fray and create both challenges and opportunities for publishers. Are these disruptions pushing premium publishers back from the goal of having a true balance between meeting the marketer’s objectives while selling on the publisher’s terms, or can they be used to advance publishers’ goals? This presentation will explore how premium publishers have a unique advantage over their competitors to steer the evolution of media selling by changing disruptions from challenges to opportunities.
Presenter: Rajeev Goel, Co-Founder & CEO, PubMatic
9:40 – 10:25 | Brand Value vs. Audience Targeting
There is media and there is media coupled with audience data, often referred to by buyers as audience targeting. Demand for audience targeting is on the rise, but what does that mean for premium publishers? Is audience targeting a threat to publishers who have spent years building their brand reputation to attract premium audiences without “audience targeting” technology? Does audience targeting give lesser-known and less reputable publishers an advantage to capture dollars that were previously reserved for premium brands only? Is it possible that premium publisher can use audience targeting to enhance their brand value?
Legitimate questions like these are on the minds of premium publishers everyday. This panel will discuss implications and strategies for premium publishers around the growing demand for audience targeting.
Moderator: Wenda Harris Millard, President & COO, MediaLink, LLC
Panelists:
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10:40 – 11:00 | U.S. and European Real-Time Bidding
Real-Time Bidding has grown faster than any other type of media acquisition method in recent history. It has become mainstream for the United States, but using Real-Time Bidding to reach the right audience, in the right place, at the right time, is beginning to spread across the globe. PubMatic commissioned global market intelligence firm, IDC, to conduct a comprehensive survey of Real-Time Bidding’s growth across the fastest growing markets overseas. Today’s presentation will showcase the results of the world’s first global study on Real-Time Bidding.
Presenter: Karsten Weide, Program Vice President, Digital Media and Entertainment, IDC
11:00 – 11:20 | Ad Operations at the Center of Future Revenue Generation
The advent of automated media trading means more revenue is coming through operations, and operations will play a much greater role in revenue generation in the future. Are premium publishers and their operations teams properly prepared to capitalize on this shift? This presentation will outline what has changed, what will change, and bring attention to actionable ideas on how to strategically prepare operations for future revenue generation.
Presenter: Rob Beeler, VP of Content & Media, AdMonsters
11:20 – 12:05 | Using Big Data for Smarter Selling
Every day billions of transactions occur that power digital advertising, and up to 15 different companies can be involved in delivering a single impression. The amount of data available to publishers is vast, but data alone doesn’t equate to actionable insight. As data transparency continues to evolve presenting new opportunities to publishers, it will be key to their revenue growth strategy to understand which data sets are the most important for them, and how to make the right data actionable.
This panel will explore what Big Data looks like today and how publishers can use the intelligence they gain from it to make actionable business decisions.
Moderator: Jeanne Houweling, CRO, PubMatic
Panelists:
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1:05 – 1:50 | Aligning Your Mobile & Online Audiences
Just as digital publishers have started to really understand their audiences as never before, advancements in mobile consumption have started to change everything. Mobile audiences, including consumers viewing content on tablets and smartphones, create significant new opportunities for monetization. But in many cases, premium publishers’ mobile strategies are not aligned with their traditional digital selling strategies. Will mobile continue to be a silo in the publisher ad sales unit, or can the audiences be aligned for true, cross platform scale and monetization?
This panel will showcase how some of the world’s leading mobile publishers are creating strategies to maximize the value of their growing mobile audiences.
Moderator: Brian Morrissey, Editor in Chief, Digiday
Panelists:
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1:50 – 2:35 | Private Marketplaces
Private Marketplaces are the next generation of Real-Time Bidding. They provide the greatest level of transparency and controls over how inventory is sold, making campaigns highly customizable. Premium publishers in particular stand to gain the most from Private Marketplaces because the value of their brand plays a key role in the value of their inventory in a way that is different from standard Real-Time Bidding. Buyers, particularly Agency Trading Desks, are interested in leveraging Private Marketplaces to meet the demands of their advertiser clients, but challenges remain in aligning the publisher and buyer objectives for these Private Marketplaces.
Two publisher representatives and two Agency Trading Desk representatives will discuss their perspectives and hopes for the future of Real-Time Bidding and Private Marketplaces.
Moderator: Doug Weaver, Founder & CEO, Upstream Group
Panelists:
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2:35 – 3:00 | Controlling Your Brand’s Future
Closing Keynote Remarks: Kirk McDonald, President, PubMatic
3:00 – 5:00 | Networking
(Times subject to change)