Publisher Forum US IX

August 17, 2003

AdMonsters IX was held August 17-20, 2003, at the
5th Avenue
Suites Hotel
in Portland, Oregon. We had 53
member attendees from companies including: ABC,, AOL, Ask Jeeves, AtomShockwave, CMP Media, CNN, CNet, Cox
Newspapers,, Disney, eBay,,
ESPN, GameSpy, Homestore, IGN, MSN, MTV, The New York Times, Sportsline, Terra Lycos, Travelocity, Tribune Interactive, Univision, USA Today,
The Wall Street Journal, The Washington
Post Online, The Weather Channel,, and Yahoo. 


The 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. Conference sessions are open to members
only (not sponsors or other guests).

Detailed Agenda

All conference events will be held at the hotel.

The 5th Avenue Suites Hotel offers complimentary high speed wireless internet
in all guestrooms, meeting space, hotel lobby and Red Star (the on-site

Sunday, August 17

6:30 to 8:30 p.m

. Cocktail reception with Hors D’oeuvres

Monday, August 18

8:00 to 9:00 a.m. 


9:00 to 9:30 a.m. 

Welcome and
Introduction – Bowen Dwelle (Chairman)

9:30 to 10:15 a.m.  Introductions
10:15 a.m. to 10:45  IAB Phase I Rich Media Guidelines & Usability Testing Project – Adam
Gelles, IAB
10:45 to
11:15 a.m. to 12:00  Rich Media, continued: Managing the user experience
— CBS Sportsline
12:00 a.m. to 12:30
Case Study: DoubleClick/Macromedia integration (“Motif”) — Cox Newspapers

12:30 p.m. to 1:30 p.m.  Lunch

1:30 to 2:15 p.m. Inventory and Yield Management — CNet
2:15 to 3:00 p.m. Organizational structures —
3:00 to 3:30 p.m. session TBD
3:30 to 4:00 p.m. Break
4:00 to 5:00 p.m.  Platinum Sponsor Workshop:
5:10 to 5:30 p.m.  Welcome all sponsor guests

6:30 to 7:30 p.m.  Cocktail hour at the hotel bar (open to sponsor guests)
7:30 to 9:30 p.m.  Group dinner with Silver and Platinum sponsor guests at the

Portland City Grill

Tuesday, August 19

7:45 to 8:45 a.m. 

(note the early start today)

8:45 to 9:45 a.m. 
Platinum Sponsor Workshop:
10:00 to 10:30 a.m. 
Case Study: Terra Lycos “CATMAN” ad tag management tool — Terra
10:30 to 10:45 a.m. 
10:45 to 11:30
 a.m.  Case Study: AOL
sales force automation tools — AOL
11:30 a.m. to 12:00
 p.m.  Case Study: Audience-targeting at WSJ — The Wall Street
12:00 to 12:15 p.m. Select topics for Wednesday’s discussions

12:15 to 1:00 p.m.  Lunch
1:30 p.m.  Depart for offsite group event
2:30 p.m.  Arrive at Latourell Falls
4:00 p.m.  Return to bus
4:30 p.m.  Arrive at Edgefield Manor
5:30 p.m.  Depart for hotel
6:00 p.m.  Arrive hotel

8:00 p.m.  Group offsite dinner at

Wednesday, August 20

The first section of discussions will be broken out into two tracks:
operations and technology. The section following the mid-morning break will
probably involve both groups.

8:00 to 9:00 a.m.  Breakfast
9:00 to 9:30 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. Break
11:00 to 11:45 a.m. Moderated discussion
11:45 to 12:30 p.m. Wrap up – Bowen Dwelle (Chairman)
12:30 p.m. 
Conference concludes