Leadership Forum US IX

April 15, 2010

Desmond Tutu Center

The Desmond Tutu Center is a unique new address for business in New York City. This innovative Center combines charming 19th-century Gothic architecture with sophisticated 21st-century comforts. The conference center features more than 8,000 square feet of multifunctional meeting space, including the spectacular Refectory Conference Room, plus high-tech capabilities and a support staff dedicated to your success. The result is an unsurpassed meeting place in Manhattan.

US Leadership Forum US IX

Registration opens January 15, 2010

Registration ends April 12, 2010 at 12:00 am

This event is SOLD OUT. Thanks for your interest in AdMonsters! Please take a look at the OPS event coming up September 30, 2010 or check out our events listing for upcoming events in your area.


The AdMonsters Leadership Forum series brings together 50 of the most senior members from across the online ad operations community. Attendees represent the highest level of leadership from agencies, advertising networks, publishers, portals, and technical and services. Attendees will immerse themselves in a full day of in-depth seminars and workshops that delve into the key challenges facing the online advertising operations and technology community. Sessions are made up of a mix of

  • Peer-certified best practice recommendations
  • Focused presentation from leading vendors serving the market
  • Structured workshops covering a wide variety of ad operations and technology topics
  • Social and professional networking

All attendees are carefully vetted for both seniority within their organization as well as experience in the online ad industry overall. Typical attendees are senior directors or vice presidents of ad operations and have over five years experience in the industry. If you fit this profile and lead ad operations, trafficking, media buying, or technical creative development for an online agency or media owner, AdMonsters Leadership Forum is an invaluable tool for you.

The Leadership Forum is a key opportunity to

  • meet your peers and leaders in online ad operations across the industry
  • engage in hands-on, in-depth analysis and problem-solving
  • focus on both short and long term tactical solutions to real world problems

The registration fee includes

  • the forum itself
  • 18 months membership in the leadership mailing list
  • breakfast and lunch

Examples of topics covered at this event include; ad technology developments, inventory management, organizational structure, business process automation, ad operations policies, streamlining communication, rich media, and case studies. Actual sessions are developed in collaboration with our members.

Based on past attendance, we expect Leadership Forum US IX to sell out. Please register as early as possible to secure your place at this event.

Keynote Address

Alan ChapellAlan Chapell
President, Chapell & Associates

Government Regulation: ADjust or ADmageddon?

There’s a new sheriff in town. Arguably, there are several new sheriffs – each looking to make their mark on the way we do business. And as the interactive advertising industry as a whole struggles to make sense of a complex patchwork of statements, principles documents and other edicts from government, those in ad operations are left to figure out how to implement all these changes at light speed. What are the emerging standards for privacy and interactive ad targeting? How are these standard impacted by the convergence of media and conflation of traditional media roles? How is consumer opinion used and misused in public policy discussions? And what should the operations side be thinking about to help protect the business side from the law of unintended consequences? Join an online media veteran and privacy expert as he explores the delta between innovation and regulation.

Alan Chapell began his career at a boutique direct marketing agency in Stamford, Connecticut; generating business with several top tier advertisers as their director of sales and marketing. After several years at the agency, Chapell moved to New York and to Jupiter Research, an Internet research firm focusing on the consumer Internet economy.

After his tenure at Jupiter, Chapell helped productize DoubleClick’s research product suite. He focused on DoubleClick’s Advertising Effectiveness products, which measured the brand impact of online advertising. Chapell later worked with email marketing firm Yesmail, a division of infoUSA and Cheetahmail, now a division of Experian, where he worked as an evangelist of email marketing, and helped clients with issues of privacy and deliverability.

Chapell founded Chapell & Associates in October of 2003. Since then, his firm has helped over 50 marketing and media companies craft their interactive privacy and data strategy. Chapell & Associates has also been instrumental in the development of emerging best practice standards for interactive marketing and media – including several projects developing and evaluating compliance programs in the affiliate marketing and behavioral industries.

Chapell is widely recognized as a thought leader on interactive ecosystems, affiliate marketing, behavioral targeting, mobile, privacy and interactive media. He is on the board of the Network Advertising Initiative, Chairman of the NYC chapter of the IAPP, Chairman of the Mobile Marketing Association’s (MMA) Privacy and Preferences Committee, and a member of the MMA’s Consumer Best Practices Committee.


Confirmed Sessions (Partial List)

Bryan Moffett
Director, Digital Sponsorship Operations
National Public Media, LLC

iPhone/iPad Apps: Pouring the Concrete

Background on NPR’s iPhone and iPad sponsorship strategy, including findings from research and focus groups, ad serving mechanics, changes to the model based on experience, and a walkthrough of the new sponsorship model on the iPad app/website.


Frank O’Brien
Founder, VP of Strategy

Measuring Social Media ROI

Agency or publisher, we are all trying to help advertisers measure the effectiveness of social media advertising and overcome social media’s unique challenges. This session will outline one agency’s playbook on efficiently managing social media campaigns and measure the impact they have.

Frank O’Brien founded Conversation to fill a growing gap between behavioral strategy and emerging media. Leveraging a diverse skillset, experience working with some of the largest brands in the world, and a proven track record of successful campaigns Frank guides Conversation’s strategic direction while ensuring the design and development of each campaign is executed properly.



Special dinner event following the US Leadership Forum IX

AdMonsters will be co-hosting a special dinner and art feast with Life Is Art Foundation on Thursday, April 15 also in Manhattan close to the venue of the US Leadership Forum. Due to the special nature of this dinner, registration for Do You Want Gold? is being handled separately from the US Leadership Forum. We have a VERY LIMITED number of tickets for this special event on a first come first serve basis. For more details please visit our dedicated page for this event: