Ad Ops 360 US I

The conference format for Ad Ops 360° will run for one full day with cocktails and hors d?oeuvres immediately following. The date of the event is July 17, 2008. The majority of the agenda is comprised of facilitator-led sessions all focused on different aspects of ad operations.

All sessions will focus on defining real life solutions to the immediate challenges faced in day to day operations.

Our Gold Sponsors will join us in the afternoon for hands-on technical training sessions and all Sponsors will join us for a ?Speed Support? Session before we head to the networking portion of the event. Other than these specific times, all sessions are closed to Sponsors.

Preliminary Agenda — Thursday, July 17

8:30 – 9:00 AM		Breakfast & Registration
9:00 – 9:45 AM		Welcome to AdMonsters / Attendee Introductions
9:45 – 10:30 AM		Group Session: Workflow & Processes Best Practices
10:30 – 10:45 AM		Morning Break
10:45 – 11:15 AM		Group Session: Malvertising: How To Detect and Deal With Malicious Ads
11:15 – 12:30 PM		Group Workshop:: HTML, JavaScript & 3rd Party Tags
12:30 – 1:15 PM		Lunch
1:15 – 1:45 PM		Member Presentation: Creating Effective Relationships with your Sales Team
1:45 – 2:45 PM		Group Workshop: Behavioral Targeting
2:45 – 3:00 PM		Afternoon Break
3:00 – 3:15 PM		IAB “State of the Industry”
3:15 – 4:00 PM		Panel: Ask The Experts
4:00 – 4:30 PM		Gold Sponsor Technical Training Sessions Track A: DoubleClick Track B: Atlas
4:30 – 5:00 PM		Wrap Up and the Wiki
5:00 – 7:30 PM		“Speed Support” Cocktail Reception All Sponsors Present

Conference proceedings are open to Ad Ops 360 participants only (i.e. closed to sponsors) unless specifically noted.

Preliminary Agenda Detail

9:30 – 10:30am
Group Session: Workflow & Processes
Led by Doug Wintz, DMW MediaWorks

This session will give attendees a better understanding of ?best practices? in workflow. It is common knowledge that ad operations are compartmentalized ? with ad traffickers understanding their job, inventory management understanding theirs, and finance focused on invoicing and billing. Conversely, there are few individuals who understand the entire workflow involved in ad operations, and even fewer companies who bother to document it. This workshop will furnish attendees with a full understanding of the end to end processes in ad operations and the skills to refine or develop streamlined processes in their own departments.

10:45 – 11:15am
Group Session: Malvertising
Led by Mike Nolet, AppNexus

In recent years there has been a sharp increase in seemingly benign ads that under the covers hide installers for spyware and malware.
This session will start with a basic overview of these ?malvertisements? using several recent examples. We will then move on to the techniques
and processes that anyone in ad operations should be aware of to catch and identify such ads.

11:15am – 12:30pm
Group Workshop: HTML, JavaScript & 3rd Party Tags
Led by Erica Crossen, Brightcove
This session will provide an understanding of the composition and intricacies of HTML, JavaScript and other Rich Media ad tags.
It is often challenging to obtain ad creative on schedule from creative developers. Therefore, it is critical to understand the
dynamics of the Rich Media ad tags and how they should be efficiently spec’d, tested and trafficked to deliver and track each
campaign properly. We will also walk through the limitations of serving Rich Media across the various online environments
(video, flash, etc). Those attending will learn the basics of Rich Media ad tags and how to process them effectively and efficiently.

In this session we focus on best practices and techniques which can be employed thoughout the ad operations process from I/O entry to creative handling (pre- and post-launch) to campaign monitoring & optimization through reporting and billing to virtually eliminate campaign snags

1:15 – 1:45pm
Member Presentation: Creating Effective Relationships with your Sales Team
Led by Matt Urban, About.com
This presentation includes a point by point description of the Service Level Agreement (SLA) between Ad Operations and the Sales Team at About.com, including what what AdOps is responsible for … and what it isn’t responsible for. This session will also include examples of requirements and best practices for Sales and in order to reduce lag time between receipt of creative and launch of a campaign.

1:45 – 2:45pm
Group Session: Behavioral Targeting
Led by, Matt O’Neill, AdMonsters

In this session we’ll take a look at the current state of the art in behavioral targeting, review the history of this technology in online
advertising, and discuss why it’s currently all the rage with marketers, publishers, and vendors. Some say that behavioral targeting
is the “silver bullet” of marketing, allowing an advertiser to show the right ad to the right consumer at the right time.
Others say it’s a dangerous invasion of our privacy. What are some of the core truths around these enhanced targeting technologies and what does it mean for our industry?

Guest Speakers

Doug M. Wintz, DMW MediaWorks
Doug is founder and principle of DMW MediaWorks, a consultancy in interactive media and operations, with long-term clients that include the market leaders in online health, broadcast television, behavioral targeting and custom publishing.

Doug began his interactive career with Prodigy in 1988. During that time, he pioneered the sales and development of online applications for automotive clients Toyota, Ford and Autobytel, brokerage firm PCFN (DLJ Direct) and grocers Dominick’s and D’Agostino. He led the development of one of the first online ad networks for Softbank, managed sales/operations for game site Uproar and recently served as VP of Digital Media Solutions for Lycos.

Erica Crossen, Brightcove
Erica Crossen currently serves as the Director of Ad Operations at Brightcove, an Internet TV platform. She is responsible for overseeing internal Ad Operations for
their Publisher Network as well as managing the integration process of video technology with publishers? existing advertising sales and
operations businesses.

Erica began her career at Lycos.com in 1999 as a Campaign Manager and continued to excel within the Ad Operations organization and held various roles such as Rich Media Specialist, Ad Product Manager and then promoted to Director of Ad Operations.

Mike Nolet, AppNexus
As Director of Analytics and a product manager at Right Media, Mike Nolet designed and managed key applications including predictive optimization,
inventory forecasting, and Media Guard. Mike spent two years developing an automated auditing tool dubbed ?Creative Tester,? a part of the Media
Guard product suite that actively analyzed creatives for both malware and compliance. Mike’s insight into the intersection between business needs
and technology innovation began at 15, when he sold his first software application, and continued at Princeton University, where he studied
Economics. He has used that insight as a cofounder and CTO of AppNexus, where he is the core architect and manager of a cloud hosting platform
that combines enterprise-quality hardware and service with powerful but simple-to-use software management tools.

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Registration:

Attendance at Ad Ops 360 US I is open to all online advertising operations and technology professionals who are employed by online media publishing companies, ad agencies, ad networks and other technology companies.

Location:

Ad Ops 360 US I will be held 2008-07-17 at the
W Hotel in Times Square in New York, NY.