Publisher Forum US XII
February 27, 2005
Registration opens November 29, 2004
Registration ends January 19, 2005 at 12:00 am
see also: sponsorship — agenda
AdMonsters XII was held February 27 – March 2, 2005 at
This was our 12th U.S. AdMonsters conference, and in many ways our best
yet. We expanded the agenda to a full three days, allowing more time for
member presentations and break-out sessions, and we introduced our Monday
evening Sponsor Round Table Reception — both of which were a great success.
Attendance: Sold Out
This conference was sold out, and member registration closed before
the deadline. We had 56 member attendees from About.com, Advance Internet,
Allrecipes.com, AOL-TimeWarner, Ask Jeeves, AtomShockwave, Bell Canada,
Bizjournals, Boston.com, Classified Ventures (Cars.com), CNET Networks,
Discovery.com, eBay, Edmunds, Electronic Arts, EW Scripps, Friendster,
IAC, IGN/Gamespy, Knight-Ridder Digital, MSN, MSN Canada, MSNBCi, MTV
Networks, New York Times Digital, Nikkei, Reed Business Information, Reuters,
Terra Networks, The Weather Channel, Trader Electronic Media, Travelocity,
USA Today, Viacom, Wall Street Journal, Walt Disney Internet Group, Washingtonpost.Newsweek
Interactive, WeatherBug, Whitepages.com, Yahoo!, and Ziff Davis Media.
Our next US conference is planned for August, 2005.
If you are interested in attending future AdMonsters events as a member,
please complete a membership inquiry.
Final Agenda
The conference format for AdMonsters XII will run three full days, beginning
with a Sunday evening reception and concluding on Wednesday at 5pm.
All conference proceedings are open to members only (i.e. closed to sponsors) unless specifically noted below.
Sunday, February 27
6:30 – 8:30 p.m. Welcome Reception
— cocktails and hors d’ oeuvres (Lobby Terrace)
Note: You can easily make this dinner, if you wish. Otherwise, dinner is on your own.
Monday, February 28
8:00 – 9:00 a.m. Breakfast (Pacific Terrace)
9:00 – 9:30 a.m. Welcome and Introduction (Crosby Ballroom)
9:30 – 10:00 a.m. Attendee Introductions
10:00 – 10:45 a.m. Ad impression counting standards
and auditing – Dan Foehner (Yahoo)
10:45 – 11:15 a.m. Morning Break
11:15 – 12:00 p.m. Adware & spyware – Chuck Gafvert (AOL)
12:00 – 12:30 p.m. Ad operations system integration
– Matt Goldstein (Viacom)
12:30 – 1:30 p.m. Lunch (Pacific Terrace)
1:30 – 2:15 p.m. Making the case for ad operations headcount
– Heather Keltz (NY Times)
2:15 – 2:30 p.m. Intermission
These sessions are open to sponsors as noted below:
2:30 – 3:30 p.m. Platinum Sponsor Workshop
3:30 – 3:45 p.m. Intermission
3:45 – 5:00 p.m. Gold and Platinum
Sponsor Panel
6:00 – 8:00 p.m. Sponsor Round Table and Cocktail Reception (all sponsors; Polo Room)
8:00 – 10:00 p.m.   Dinner (Pacific Terrace)
Tuesday, March 1
8:00 – 9:00 a.m. Breakfast (Pacific Terrace)
9:15 – 10:00 a.m. Industry trends in Rich Media
– Jilani Zeribi (MSN) (Crosby Ballroom)
10:00 – 11:00 a.m. Ad serving software review and comparison
– Patrick Gardella (Discovery)
11:00 – 11:15 a.m. Break
11:15 – 12:00 p.m. Creative handling workflow
– Don Rodak & April Schiffman (Disney)
12:00 – 12:45 p.m. Lunch (Pacific Terrace)
12:50 p.m. Meet bus to offsite at (Back Drive)
1:00 p.m. Depart for offsite event:
6:30 p.m. Return to hotel
7:40 p.m. Meet bus to offsite dinner at (Back Drive)
8:00 p.m. Offsite Dinner at Pamplemousse
Grille
1:00 p.m. Members-only offsite event
8:00 p.m. Dinner
Wednesday, March 2
8:00 – 9:00 a.m. Breakfast (Pacific
Terrace)
9:00 – 9:30 a.m. AdMonsters group business
(Crosby Ballroom)
9:30 – 10:15 a.m. Technology Case Study:
Falk ad serving
– Cinda George and Jean Callahan (AtomShockwave)
10:15 – 10:40 a.m. Break
(Check out now if you’re leaving today)
10:40 – 11:00 a.m. Streaming/video advertising
– Ron Lubke (EW Scripps)
11:00 – 12:00 p.m. Behavioral and demographic targeting
– Derek Moulaison (Travelocity)
12:00 – 1:30 p.m. Brown-bag Lunch (Crosby Terrace)
1:30 – 1:45 p.m. Select topics for moderated discussions
1:45 – 2:30 p.m. Moderated discussion – Late creative & Lead times
2:30 – 3:15 p.m. Breakout sessions
3:15 – 3:30 p.m. Breakout sessions report back
3:30 – 4:15 p.m. Moderated discussion – Ad
operations organizations
4:15 – 4:30p.m. Closing business
4:30 p.m. Conference concludes
All conference proceedings are open to members only
(i.e. closed to sponsors) unless specifically noted above.
Location and Travel
Del Mar is about 20 miles north of San Diego
Airport (SAN).
Please plan to arrive in Del Mar no later than 6pm on Sunday evening,
and to depart the conference no earlier 5pm on Wednesday.
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