Publisher Forum US VIII

February 23, 2003

AdMonsters VIII was held February 23-26, 2003 at the
Cheeca Lodge & Spa in

Islamorada, Florida, on Upper Matecumbe Key, on
the Atlantic Ocean side of Overseas Highway (U.S. 1), 75 miles south of Miami.

Attendees

We had 44 member attendees at
AdMonsters VIII, including representatives from the
following companies:
About.com, AOL, Ask.com, AtomShockwave, CBS Marketwatch, CBS Sportsline, CNN, CondeNet, Discovery, Disney, Edmunds, Homestore,
Knight-Ridder, MSN, MTV Networks, Multex, The New York Times, Overture, Reed Business
Information, Sports Illustrated, Terra Lycos, Travelocity, Univision, USA
Today, The Wall Street Journal, The Washington Post, Weather.com, and Yahoo!.

Agenda

The overall conference format runs two and half days, Sunday evening through Wednesday
noon. The majority of the agenda is comprised of member-led session presentations and round-table discussions on a wide variety of relevant topics; some
examples include ad serving technology, inventory management, organizational
structure, business process automation, ad operations policies, rich/streaming media,
and case studies. Member sessions generally run 30-60 minutes.

Detailed Agenda

All conference events will be held at the hotel. All meetings will be held in the
Pennekamp meeting room.

Sunday, February 23


7 to 9 p.m

. Cocktail 
reception with Hors D’oeuvres – Beach room

Monday, February 24

8:00 to 9:00 a.m. 

Breakfast – Courtyard outside Pennekamp
room

9:00 to 9:30 a.m. 

Welcome and
Introduction – Bowen Dwelle (Chairman)

9:30 to 9:45 a.m. 

Statement from the Steering Committee – Disney

9:45 to 10:45

 a.m. 
Introductions / Company overviews

10:45 to
11:15 a.m.
Coffee Break

11:15 a.m. to 11:45 a.m. IAB/OPA update – Washington Post

11:45 a.m. to 12:30
Evaluating the New IAB Standard Ad Package –
MSN

12:30 p.m. to 1:30 p.m.  Lunch – on the deck

1:30 to 2:15 p.m. Rich Media Case Studies: Discovery and Yahoo!

2:15 to 3:00 p.m. Inventory Management: New Methods, New
Challenges – Yahoo! & NY Times

3:00 to 3:30 p.m. Break

3:30 to 4:15 p.m. 3rd Party Reach & Frequency Planning
tools – Yahoo!

4:15 to 5:00 p.m.  Operational Challenges of Cross-Media
Deals – MTV

5:15 to 6:00 p.m.  Gold Sponsor
Presentations (DoubleClick, Tacoda Systems)

7:30 to 9:30 p.m.  Group dinner with sponsor
guests – Ocean Terrace Grill

Tuesday, February 25

7:30 to 8:30 a.m. 

Breakfast
(note the early start today)

8:30 to 10:15 a.m. 

Unicast Platinum Sponsor Workshop

10:15 to 10:45 a.m. 
Coffee Break

10:45 to 11:15 a.m.  AOL’s Ad Tools – AOL

11:15 to 11:45 a.m.  Case Study: Daypart
targeting – CBS MarketWatch

11:45 a.m. to 12:15 p.m.  Optimizing Remnant
Inventory – Bowen Dwelle

12:15 to 12:30 p.m. vote on top 2-3 high-level topics for Wednesday’s discussions

12:30 to 1:30 p.m.  Lunch – on the deck

1:45 p.m.  Depart for offsite group event

2:00 to 5:30 p.m. 
Offsite group event

7:00 p.m. Depart for offsite dinner

7:30 to 9:30 p.m.  Group dinner –
Marker 88 restaurant

Wednesday, February 26

8:00 to 9:00 a.m. 

Breakfast

9:00 to 10:00 a.m. Moderated discussion: topic #1

9:30 to 10:00 a.m. Moderated discussion: topic #2

10:00 to 10:30 a.m. Moderated discussion: topic #3

10:30 to 11:00 a.m. Coffee Break

11:00 to 12:00 p.m. Wrap up – Bowen Dwelle (Chairman)

  • Takeaways and next steps
  • Hand out and complete attendee surveys
  • Group Business
  • AdMonsters IX: August 2003…

12:00 p.m.  Conference concludes