May 12, 2005

Providence
311 West 57th St. New York, NY

2:30 - 6:30 Forum
6:30 - 8:00 Cocktail


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The great Internet advertising opportunity is one of targeting--a system where advertisers and publishers work together to deliver highly relevant messages and offers to consumers at perfectly timed moments. The vision is a good one: advertisers get extreme efficiency, publishers get high-yield inventory, and consumers only get ads they're interested in. Does the reality meet the expectations, though? In many ways, it does: systems such as behavioral targeting contextual inventory and adware systems give advertisers the power to be fluid and flexible with their marketing, drawing on rich sets of highly specific data.

But challenges remain, and many advertising professionals have questions about the nature of how these systems work, how well they scale and ultimately if they will deliver the value and ROI they need from Internet advertising. The goal of this session is to explore the most pressing of those questions, laying out the facts about what online targeting means today, and where it needs to go in the future.

2:30 - 3:00Registration
3:00 - 3:30Keynote Presentation - Matt Freeman, CEO, Tribal DDB Worldwide
3:30 - 3:50Industry Overview - Revenue Science
3:50 - 4:20Behavioral Targeting Case Study: "Behavioral Targeting increases impact of NTT DoCoMo campaign by 193%"
Shauna Monkman, Vice President of Global Online Advertising Sales, Financial Times Ltd
4:20 - 5:05Panel Discussion One: Carpe Emptor (Seize the Buyer)
Moderator: Gary Stein, Senior Analyst, Advertising, JupiterMedia
  • Tom O'Regan, VP National Ad Sales, TheStreet.com
  • Nick Johnson, SVP, Revenue Science
  • Andrea Ching, Partner, Group Planning Director, MOne
  • Shauna Monkman, Vice President of Global Online Advertising Sales, Financial Times Ltd
  • Mohan Renganathan, Associate Media Director, MediaVest Worldwide
5:05 - 5:50 Panel Discussion Two: Targetus Futurius (The Future of Targeting)
Moderator: Gary Stein, Senior Analyst, Advertising, JupiterMedia
  • Aaron Cohen, CEO, Bolt.com
  • Joe Zahtila, VP of Sales, DynamicLogic
  • Bill Grossman, CEO, Revenue Science
  • David Cohen, SVP, Universal McCann
6:00 - 8:00Networking and Cocktail Reception

Panel Discussion One: Carpe Emptor (Seize the Buyer)
In this first session, we'll talk with front-line decision makers about the options they see for targeting advertising. Specifically, we'll explore the following important questions:

  • What are the salient differences between adware, behavioral targeting and contextual networks, in terms of presentation, pricing and advertiser control?
  • These are systems built atop data bases--how does an advertiser know the quality of that data? And from that quality, how does he or she determine value?
  • In an environment focused on consumer behavior, what value does an individual publisher bring?
  • These systems all, in some way, involve watching and capturing consumer behavior--what controls are in place/need to be in place to prevent against a) data compromise and b) consumer backlash?
  • What are some established practices that advertisers will need to re-think, as they begin to implement more targeting solutions?

Panel Discussion Two: Targetus Futurius (The Future of Targeting)
In this second section, we'll turn our attention forward, seeking to understand the future directions for targeting. In particular, we'll see how the issues identified in the first panel will drive innovation and evolution. We'll look at these questions:

  • We're seeing the emergence of behavioral networks. What needs to happen to make sure that these networks gain value as they organize?
  • Targeting is based on some fairly rough definitions--not only of segments, but also what "qualified" or "relevant" means in real terms. What can/should we expect in terms of standardization of data collection, aggregation and measurement?
  • Some of the richest data an advertiser collects about a consumer is on his or her own site. What are the opportunities to leverage that data, out on publisher's sites? Is that even a good idea?
  • What's the evolution of targeting? How will we get more precise?