OPS Markets

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OPS Markets was a smashing success – relive the magic on the live blog!

About

OPS Markets

Build the data driven ad marketplace

A unique, one-day conference for digital advertising leaders focused on operational excellence in an audience data driven marketplace

More and more online advertising is bought and sold in automated market environments. OPS Markets brings together online media leaders building the market and trading infrastructure for online advertising. Be part of OPS Markets to learn how to leverage RTB, DSPs, SSPs, DMPs, and data providers to maximize your online advertising in a market-driven environment.

Register

 The Full Conference Fee is $850 (USD)

Important note:  The event fee will be billed in US dollars and the event cost does not include your hotel nights. 

Or get a pass to the AdMonsters Week of AdOps and save $400
Includes:
  • Attendance to OPS Markets, NY, April 18, 2012
  • Attendance to OPS Dinner, NY, April 18, 2012 (SOLD OUT!)
  • Attendance to OPS Mobile, NY, April 19, 2012
OPS Dinner is now full. Apologies for any inconvenience this may cause. All registrations from now on will be put on the waiting list.

Register here for the AdMonsters Week of AdOps

Speakers

Keynote

Focus On

An Insider’s Guide to Attribution

Dustin Engel Executive Vice President of the... iProspect

The Publisher Data Manifesto

Sandra Baez Vice President of Advertising... Dow Jones

Panel

Sponsor Session

Keynote Sponsor: TC Media

Andrea Fernandes VP, 360 Solutions & Digital... TC Media

Schedule

Apr 18, 2012
9:00 am9:20 pm
Session Type
Full Group
9:20 am9:25 am
We are in a world where trades are happening in real time, providing data and insights that allow the buyer and seller to understand and act on the true value of each impression. Great liquidity in the market at lower cost of access will be a requirement for the industry to grow. Learn how Rubicon Project's latest technologies, REVV Connect and REVV OS, makes it easier for buyers to buy, helps premium publishers overcome struggles with scaling private marketplaces, while providing total...
Speakers
Josh Wexler (Rubicon Project)
Session Type
Sponsor Session
9:25 am10:10 am
Increasingly, the media business is a business of managing multiple technologies across inventory, data, strategy, and business rules – across multiple touchpoints. That’s an arrangement that adds both incredible efficiency to the ecosystem – and, ironically, that also instills confusion and “taxes” between media buyers and sellers. This talk gets to what can principals on both sides of the equation can do, to make sure both publishers and advertisers truly make the most of available technology...
Speakers
JT Batson (Mediaocean)
Session Type
Keynote
10:10 am10:20 am
Session Type
Break
10:20 am11:00 am
For publishers, a DMP is not just one of the platforms available in the market. Implementing the technology requires an organization to pivot its very thinking, tying together various applications and platforms while linking teams that may not be used to working with each other. Vikram Somaya will detail the development of Thomson Reuters' DMP, examining how a company for whom media is only part of the puzzle can utilize a data management platform in a more holistic manner. He’ll also explain...
Speakers
Vikram Somaya (The Weather Company)
Session Type
Focus On
Session Track
1
10:20 am11:00 am
Dustin Engel, Executive Vice President of the Western Region for iProspect and the former head of product and strategy from the first attribution platform to be sold to a global public company, will guide you through the current state of digital attribution – what are the capabilities today, what benefits currently exist for advertisers and what tomorrow holds. This session will decrypt the myths and shine light on the truths of digital attribution.
Speakers
Dustin Engel (iProspect)
Session Type
Focus On
Session Track
2
10:20 am11:00 am
The display industry is obsessed with media, while the creative is often confined to the creative agency. Both have been pulled into the vortex of ever shrinking margins and ever more impatient clients. Dynamic creative optimization changes both the performance equation, and the user experience. Engaging creative at the right time, in the right way will ensure more integrity of the advertising concept and higher degrees of operational excellence. While the machine learning elements of dynamic...
Speakers
Jane Barratt (Consultant)
Session Type
Focus On
Session Track
3
11:00 am11:20 pm
Session Type
Break
11:20 am11:30 am
Michael Todd, CTO of OpenX, explains how the company is driving massive revenue growth for publishers with one integrated platform that manages guaranteed and non-guaranteed inventory. This includes a deep dive into how OpenX, with its recent acquisition of LiftDNA, is dramatically reducing latencies and discrepancies by integrating a yield optimizer and an ad exchange directly into the ad server. Learn how top publishers have increased ad revenue 150% by creating more competition for their...
Speakers
Michael Todd (OpenX)
Session Type
Sponsor Session
11:30 am11:40 am
Every publisher has different needs and there are plenty of technology partners to choose from. How do you ensure that you’re selecting the best technology partner for your business? Join PubMatic’s Director of Publisher Services Kelly McConnell as she lights the way for publishers to evaluate partners offering point solutions versus a full technology stack.
Speakers
Kelly McConnell (PubMatic)
Session Type
Sponsor Session
11:50 am12:30 pm
Believe it or not, programmatic selling and buying is not limited to real-time bidding of class 2 inventory – as industry players are increasingly noting, the next frontier for automation is direct sales. Panelists will debate how both agencies and publishers can benefit from the expansion of this technology into premium inventory, the changing definition of class 1 and class 2 inventory (and the stuff in-between), what the new publisher tech stack looks like and ad operations' growing...
Speakers
John Ramey (isocket)
Tony Katsur (Maxifier)
Jeremy Hlavacek (The Weather Company)
Ben Kneen (Yieldex)
Session Type
Panel
12:30 pm1:30 pm
Session Type
Meal
1:30 pm2:10 pm
Retargeting can only go so far. To impact their bottom line, advertisers need to focus on activities that attract new customers in addition to managing current customer relationships. In this session, Adnetik CEO Ed Montes reviews a real case study and discuss best practices for building an effective strategy that targets both upper and lower funnel line items.
Speakers
Edward Montes (Adnetik)
Session Type
Focus On
Session Track
2
1:30 pm2:10 pm
Unlike in the world of TV where a standard set of terms and conditions is generally complied with, digital advertising T&Cs vary from agency to agency, from publisher to publisher. This lack of formalization increases costs and inefficiencies on both sides. Is it possible to find areas of common ground to improve efficiencies and lower costs? The rise of RTB and automated trading offers some level of respite, but the nature of online business remains heavily driven by custom solutions...
Speakers
Richard Monihan (ESPN.com)
J Zilberbrand (Mediavest Worldwide)
Session Type
Focus On
Session Track
1
1:30 pm2:10 pm
It's no longer possible for publishers to ignore the data revolution raging inside and outside their sites – they must recognize the value of their data and take control of the situation and revenue opportunities within. Citing Wall Street Journal Interactive's long road to data edification, Vice President of Advertising Operations and Production Sandra Baez will ruminate on how pubs should approach building a data policy; manage third-party tags and put a stop to data leakage; and develop a...
Speakers
Sandra Baez (Dow Jones)
Session Type
Focus On
Session Track
3
2:20 pm2:25 pm
Andrea Fernandes is Vice President, 360 Solutions and Digital Sales for TC Media in Toronto. She joined TC Media in September 2010 as Director of National Sales (Toronto) for the Digital Solutions Group. She played a key role in the growth of TC Media’s digital network (13.7 million UV per month) while increasing her sales team positioning and presence in the national market. Andrea built strong relations with Canadian marketers while establishing integrated sales programs. Prior to joining TC...
Speakers
Andrea Fernandes (TC Media)
Session Type
Sponsor Session
2:25 pm3:10 pm
The LUMAscape (by LUMA Partners) identified an overwhelming number of activities and companies involved in bringing together Advertisers and Publishers. Over the years, this LUMAscape concept has grown to include over 2,000 companies in over 200 categories across 8 unique LUMAscapes for display ads, search, video, mobile, social, commerce, digital capital and gaming. Navigating this complex ecosystem can often feel like a game of high-pressure chess! Perfect Market CEO Julie Schoenfeld serves...
Speakers
Julie Schoenfeld (Perfect Market, Inc.)
Session Type
Keynote
3:10 pm3:30 pm
Session Type
Break
3:30 pm4:10 pm
With trends in digital advertising constantly evolving, marketers need to find a reliable way to aggregate their customer data to target their most relevant audiences – and fast. Paul Dolan, Managing Director, North America of Xaxis, leads this session, detailing how the emerging technology of data management platforms (DMPs) consolidates all appropriate data sources into a centralized platform, offering marketers reliable and accurate audience profiles for better decision making when it comes...
Speakers
Paul Dolan (Xaxis)
Session Type
Focus On
Session Track
1
3:30 pm4:10 pm
Contrary to popular belief, “programmatic buying” and “RTB” are not synonyms. In fact, the scale and efficiency gleaned from Display RTB is just one small tactical output from marketer’s leveraging programmatic buying. And even then, RTB is far more than a tactic to secure lower CPMs. The value of utilizing programmatic buying extends much further up the macro-level marketing planning process, impacting everything from marketer’s planning to optimization cycles. This directly translates to...
Speakers
Sara Livingston (The Weather Company)
Session Type
Focus On
Session Track
2
3:30 pm4:10 pm
Matt Barash, formerly of Forbes and Fox Audience Network, and JR Randall, Director of Partnerships & Ventures at VivaKi Nerve Center, will discuss how agency trading desks and publishers developed their current attitudes about one another. More important, they'll describe how the two parties can foster fonder relationships to improve operational and transactional efficiencies.
Speakers
Matt Barash (no company)
JR Randall (VivaKi Nerve Center)
Session Type
Focus On
Session Track
3
4:20 pm4:30 pm
There are a variety of metrics that agencies use when it comes to measuring the performance of a campaign. However, what are the real key drivers of campaign success? What do you and your ops team need to know about how specific metrics impact advertiser and agency KPIs and what can you do to help improve performance. Join Eoin Townsend, SVP of Business Development & Partnerships at DoubleVerify, as he explains how these data elements should be managed to ensure that you are setting...
Speakers
C. Eoin Townsend (DoubleVerify, Inc.)
Session Type
Sponsor Session
4:30 pm4:40 pm
Michelle Sarlo Dauwalter, an industry expert that has held senior ad operations and yield management roles at NBC Universal and currently leads Google’s Total Revenue Management Consulting team, speaks to how publishers can drive operational efficiency while gaining control of their inventory and transparency into their auction buyers to avoid channel conflict in an exchange environment.
Speakers
Michelle Sarlo Dauwalter (Google)
Session Type
Sponsor Session
4:40 pm5:20 pm
Highly buzzed about on arrival in 2010, questions have emerged whether private exchanges are the fabled revenue drivers they appeared to be. Featuring viewpoints from publishers, tech providers and agencies, this OPS Markets panel will delve into the challenges and successes private exchanges have encountered during their short lifespans, and what it will take for their widespread success and deployment.
Speakers
Jeff Burkett (The Washington Post)
Craig Ziegler (Tribune Interactive)
Mario Diez (quadrantONE)
Jason Kelly (Rapt Inc.)
Session Type
Panel
5:20 pm7:25 pm
Session Type
Activity
7:30 pm10:00 pm
Session Type
Meal

FAQ

What to expect at OPS Markets US

Participants in this unique one-day forum will share best practices from across the industry related to the increasingly complex digital advertising marketplace. The agenda will be comprised of carefully curated sessions covering specific operational challenges and opportunities while offering practical takeaways for attendees. Operations leaders working at the forefront of the field will lead the discussion at OPS Markets.

Some conference session topics will include:

  • Realizing the Revenue Potential of Publisher Data
  • Campaign and Inventory Management in a RTB World
  • Working with Third Party Data Providers
  • Retargeting Strategies
  • Brand Safety as a Revenue Generator
  • Measuring Engagement in Real Time
  • Connecting the dots between DSPs and SSPs
Rocket Fuel