Webcast US XI – Developing a Site Tagging Strategy

Overview

A huge component of any Ad Operations team’s success is the implementation of the ad tags on the sites they are responsible for. Ad tags must be properly placed and pass the correct information to the ad server to enable reliable inventory forecasting and to create ad products for sales to sell. Ad Operations is usually tasked with adjusting the number of ads on a page either because of sponsorship opportunities or sales strategy changes. Additionally, Ad Ops is often responsible or helps coordinate with analytics teams placing tracking code on pages for web analytics or for 3rd party data agreements.

For the importance tagging plays in Ad Operations success, often the capability of managing these tags is out of their hands. For some publishers, Ad Ops must work through editorial or technology teams to implement tags. If these other teams don’t share the understanding of the importance of proper tagging, errors are often made or tagging doesn’t happen in a timely fashion.

This webcast will detail how iVillage addressed this challenge and has created solutions to allow Ad Ops to manage the tags on the site directly and not through another department. iVillage developed these solutions internally and this webcast will provide the blueprint to develop your own solutions – whether you build it yourself or use a third party vendor.

The webcast will touch on overall tagging strategies, but then delve into the iVillage solution for managing ad and data tags.

Speakers

Kimberly Lauterbach
Director, Sales Operations, iVillage
NBC Universal

Kimberly Lauterbach started with iVillage in April 2004 as an Ad Trafficker.  In 2005, she was promoted to Senior Manager of iVillage Sales Operations. She moved up to Director of Sales Operations in 2007.

Prior to iVillage, Kimberly worked for United Business Media (formely CMP Media).  While at CMP Media she worked in Quality Assurance, Event Billing and ad operations as a Ad Trafficker. Kimberly has experience with both DART Enterprise and DART for Publishers.

Richard Rhee
Technical Architect, MPS, iVillage
NBC Universal
 
Richard Rhee has been working with the iVillage tech team since May 2009 where he has been involved with rearchitect of and redesign of site verticals.  Given the opportunity in the initial relaunch to rethink the way ad and analytics management occur, Richard worked closely with both Ad Operations and the metrics teams to architect a technical solution.  Using open source frameworks under PHP/MySQL, Master Page Service was developed to both unify and simplify day-to-day operations such as tagging.
 
Before working at iVillage, Richard worked for several agencies including DraftFCB, Ruder Finn and DP as technical architect and technical lead. He has crafted technical solutions for a variety of pharmaceutical clients including Merck, Pfizer, BMS and Novartis.  He has also worked as a lead developer and architect on interactive projects for a variety of web properties including TiVo, Kellogg’s, NFL, Make-A-Wish and Bausch & Lomb which have earned him two Webby awards.

Webcast Details

The webcast will start at 12pm EST. The webcast will run approximately 60 minutes but may run over based on discussion of attendee questions during the event.

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Recording Details

A recording of the webcast is made available after the event and is included in the price for registration. You have to login into the AdMonsters website to access the recording. If you are not able to attend the event you can purchase the recording separately following the webcast.