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
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