How to Successfully Navigate the Shifting Currents of Display and "What's Next"
In the midst of the rapidly developing display ecosystem, it's easy to feel overwhelmed with the new technologies, acronyms and players in our industry. Media planners and buyers are routinely challenged to keep up with developments as they emerge and to navigate the changing mechanics involved in managing a digital media plan. On this panel, a host of industry leaders will discuss how to navigate this fragmented and changing world and touch on topics such as:
How to respond to the fast-pace evolution of the display landscape and what to expect in the near future
An Overview of new tactics in display: real-time bidding, DSPs, Video and how to holistically integrate these within the media plan
Best practices around data, audience targeting and branding
Panelists:
Chip Hall, Head of Buyer Development AdX, Google, Ramsey McGrory, VP North American Marketplaces, Yahoo! Chris Scoggins, SVP & GM DLX Platform, dataLogix Andrew S. Feigenson, VP Strategic Accounts, The Nielsen Company,
The Battle over the Behavioral Advertising Choice Mechanisms
Do Not Track? Triangle i? Tracking Protection Lists? Who will win? You decide.
The debate over behavioral advertising has been the main topic of conversation at regulatory and congressional hearings, and industry and academic conferences for the past year. The choice mechanisms for consumers range from Opt-out cookie-based mechanisms, Tracking Protection Lists, and the Do Not Track HTTP Header. Of these choice mechanisms, which do consumers actually understand, and which are usable? This panel will explore these mechanisms as they battle to the death for both policy maker and consumer acceptance.
Panelists: Lorrie Cranor, Carnegie Mellon University, Moderator Alan Chapell, BlueKai Manoj Hastak, American University Aleecia McDonald Brendan Riordan-Butterworth Harlan Yu, Princeton University
In this panel, carriers and application developers will discuss the types of Location-Based Services currently being offered, potential new Location-Based Services offerings that are in development, and general usage trends. In addition, the panel will discuss the business and technological interactions between carriers and application developers.
Panelists: • Alan Chapell, Chairman of the Mobile Marketing Association’s Privacy and Preferences Committee and Founder of Chapell & Associates • Kristi Crum, Executive Director – Consumer Solutions Verizon Wireless • Alan Davidson, Director of Public Policy for the Americas, Google Inc. • Carter Griffin, General Partner, Updata Partners • Tim Sparapani, Director of Public Policy, Facebook • Brandt Squires, Consultant, Squirebend LLC (previously Director Livingsocial, Co-founder BuyYourFriendADrink.com) • Jon Steinback, Director of Marketing, Foursquare Labs, Inc.
COCKTAILS AND CONVERSATIONS: 5:25-6:00pm: Live Content Panel: The Challenge of Live. Online video's Next Frontier: First came the scale of video snacking. Then came premium content from original web video creators and the migration of television content to the Web. Today, multi-platform video consumption is ideal for live events, bringing people together to share in the communal experience of "now," despite being hundreds or thousands of miles apart. How do brands get in on the action? Is there a "live brand halo" effect to be had for marketers wanting to bring friends and fans together?
Moderator: Alan Chapell, President, Chapell & Associates
Emerging Considerations for Transactional Practice
What new issues do mobile devices and location technologies raise? This panel will look at what practitioners can do to advise clients engaged in mobile computing and LBS. Topics of consideration may include: How do LBS providers allocate rights to mobile communications data? What happens to the location data upon dissolution or acquisition? What types of notice should providers give to users? Should the storage of location data occur on an opt in or opt out basis?
Panelists: • Alan Chapell, Chapell & Associates, Chair of Privacy & Advocacy Committee, Mobile Marketing Association • Brian Chase, General Counsel, Foursquare Labs, Inc. • Fabiana Leek, Legal Director, North America, Nokia, Inc. • Christopher Wolf, Partner, Hogan Lovells LLP
Privacy for Platforms Roundtable Discussion: The State of Online Behavioral Advertising Self-Reg: The Direct Marketing Association is actively enforcing the OBA Self-regulation program offered by the Digital Advertising Alliance (DAA), and the IAB is giving its members (which includes most companies in the audience) a six month window to join the OBA program. So now that the proverbial rubber is hitting the road, what do the platforms, networks and exchanges need to be doing in order to comply with this program? And how much do the answer(s) change for companies operating in the EU? Oh yeah, and what about mobile? Join an expert in privacy and interactive marketing as he walks you through a confidential working session on this important topic. -- PLATFORMS & TECH COMPANIES ONLY.
Moderator: Alan Chapell, President, Chapell & Associates
Privacy for Platforms Roundtable Discussion: Browser-based Do Not Track: Back in December of last year, the Chairman of the Federal Trade Commission called upon the browser companies to provide consumers with a the ability to ensure that online companies do not track them. While a number of key details still need to be worked out, each of the major browser manufacturers has their own approach to DNT. And each approach provides a unique set of challenges to companies in the online media chain. This session will walk through how we got here and explore some key concepts that companies in this space should be thinking about regarding DNT – including how DNT may work with the existing OBA self-reg program. Join an expert in privacy and interactive marketing as he walks you through a confidential working session on this important topic. -- PLATFORMS & TECH COMPANIES ONLY.
Moderator: Alan Chapell, President, Chapell & Associates
You’ve either seen it, or used it in your own marketing mix: Ads that appear based on that book you loved in 6th grade. Product recommendation engines that know you better than you know yourself. Behavioral targeting and artificial intelligence algorithms that show the right offer, at just the right time.
We call it the “Personalization Revolution,” and it’s been quietly enabling a select number of marketers to create not just windfall profits—but also far deeper relationships with customers, constituents, and the marketplace.
The fact is, if you’re a marketer, you probably are already using personalization. But you’re likely unaware of the extraordinary benefits that personalization can bring. And, as a result, you may just be missing out on one of the most important—and historic—developments in marketing over the past century.
Enter The Future of Marketing II: The Personalization Revolution, a virtual “microconference” featuring 60 industry analysts, CMOs, leading technologists, authors, bloggers, and more telling the story of personalized marketing in just 60 minutes. They’ll reveal the technology that drives it, the ethical issues that have resulted from its use, successful examples in action, and the implications that we all need to understand and consider.
PRIVACY IN ADVERTISING. WHAT YOU DON'T KNOW MIGHT HURT YOU
Are you running behavior ad campaigns? Thought about who owns your data? Privacy guru Alan Chapell has.
Join us for an insightful and informative morning as Alan talks about who owns the data in theory and reality, the potential direction of proposed legislation, and what every interactive marketer should know to get their house in order and keep their company from a disastrous privacy lawsuit.
Because this topic is evolving at light speed, we've allowed extra time for your questions. So bring your burning topics, your stumpers and general questions about the meaning of life and data anonymity.
