Webcast US VII – Publishers Fight Back: Ad Ops Strategies for the Year Ahead

Overview

For many publisher Ad Operations leaders, 2009 was an unfortunate ‘break’ from managing growth in online advertising. Heading into the new year, there is a renewed – yet guarded – optimism that things will get back on track. It’s time for Ad Operations professionals to be strategic and help set the course not only for their department but for their companies.  So in planning for the next 12 months, what obstacles and opportunities exist that Ad Ops needs to strategically plan for? How does Ad Ops help their companies fight back and regain some of the ground they lost last year?

This webcast will feature the recommendations of three senior leaders in our industry outlining their thoughts and recommendations on the upcoming year and share their approaches to issues such as networks, data, new technologies, products and resources.

The first part of the webcast will focus on third party revenue channels like networks network optimizers and ad exchanges. All three speakers work for companies with different strategies for working with networks and we’ll be discussing the reasons for that and how they each hope to maximize revenue with a focus on tactics others can employ.

The webcast will cover additional topics such as demand side platforms, new technologies of interest and innovative new products with the same approach of offering strategic vision and specific best practices that these presenters are employing as they help their publishers fight back and capture more revenue.

Webcast Details

The webcast will start at 12pm EST on Feb 3. The webcast will run approximately 60 minutes but may run over based on discussion of attendee questions during the event.

The Presenters

Jason Kelly
Vice President of Strategy & Revenue Management
Time Inc. Digital

Jason Kelly is Vice President of Strategy & Revenue Management at Time Inc. Digital.  His primary focus in this role is building out and managing the digital network of Time Inc. sites launched in 2009: Time Axcess.

Kelly joined Time Inc. from Rapt, a part of Microsoft Advertising’s Publisher Solutions, where he was manager, advisory services.  He managed numerous strategic consulting engagements and enterprise software implementations for large publishers driving incremental revenue through best practice media monetization.  While at Rapt, he also developed the strategic partnership and course curriculum on behalf of Microsoft Advertising and the IAB for the Professional Development Seminar on yield management for publishers.

Prior to working at Rapt, Kelly was director, revenue management, sales and online distribution for Virgin America.

His involvement included building out the sales, yield management and online distribution teams in addition to driving the overall commercial strategy of the airline. In addition, Kelly created and executed the largest viral marketing campaign in the history of the airline industry with letvafly.com contributing to the successful approval by the US DOT for Virgin America to begin operations in the United States. Before working at Virgin America, Kelly held posts at Independence Air, Frontier Airlines, and Kiehl Hendrickson Group (Sabre).

Braden Herman
Senior Vice President, Digital Sales Operations
MTV Networks

Braden Herman is Senior Vice President of Digital Sales Operations for MTV Networks (MTVN).  In his role, Herman oversees operations for MTVN’s U.S. Digital Advertising department.  He is responsible for creating products, technologies and processes that maximize the revenue generated by MTVN’s digital assets.  Herman reports to Kevin Arrix, Executive Vice President of Digital Advertising Sales, MTV Networks.

Herman previously served as Vice President of Advertising Sales for Advertising.com, where he led business intelligence and strategy for the company’s sales division.  Prior to that, Herman directed the company’s management of all media for web, affiliate and behavioral targeting products as its Vice President, Publisher Services. He also ran Advertising.com’s technology licensing division.  Herman joined Advertising.com in 2003, as Director of Corporate Development.  Earlier, he was an associate in the corporate law practice at Willkie Farr & Gallagher.

Herman attended Duke University where he earned a B.A. in Economics.  He also received his J.D. from the University of Virginia School of Law.

Heather Keltz
Group Director Ad Operations
NYTimes.com

Heather has been at the New York Times for 9 years as Director and then Group Director of the online Ad Operations department.  Prior to that she managed ad ops for Bloomberg.com and held both print and digital roles at Playboy.  Before online advertising existed she worked in syndicated advertising research for print and TV.   She studied Broadcasting/Cable and Business at Penn State.

Technology Requirements

Webcasts will be presented on Adobe Connect Pro. Audio will be streamed online or available by toll-free number. Please use the testing tool provided by Adobe® before joining one of the AdMonsters webcasts. The tool can be found here.

About the Webcasts

The AdMonsters Webcasts provide an opportunity for the online ad operations community to explore specific aspects of the industry in-depth throughout the year. Each webcast will be hosted by senior ad ops executives and will focus on a particular aspect of the industry. Some topics will be technology specific, others will examine a particular piece of software or workflow solution. All will be led by our members and, in the AdMonsters tradition, will be open discussions among peers that will leave attendees with specific takeaways.
The sessions will be recorded live including a question & answer segment. This recording will be made available on demand on the AdMonsters website after the event.