Presentation: SEM: The Tension Between Privacy and Innovation
Zillions of acronyms identify data privacy based on FTC, DAA,
W3C, NAI and EU guidelines and standards for display and other mediums.
But what role do search engine marketers play in the privacy debate, as
advertisers place icons in display ads to identify compliance? Most
would agree retargeting and keyword segment creation falls under today's
online behavioral advertising rules, but as SEMs innovate and integrate
social with display and mobile, what privacy concepts should SEMs take
to prevent from becoming the next Nebuad or SocialReach? Should the
industry become comfortable with Google's, Microsoft's and Yahoo's lead –
or should SEMs take a proactive stance to forge a path? As the industry
morphs from audience creation to advertiser enablement models, how will
privacy rules change? Join an industry privacy expert to explore how
privacy concepts play a role in SEM.
Mobile Advertising is finally starting to come
into its own. While that's news great for the business side, the model
for ensuring privacy in a mobile context has yet to reach maturity. Even
companies trying to the right thing are often finding that the privacy
standards that are effective in an online context are less so in mobile.
As MUIDs are currently the de facto technology for most mobile ad
networks, what are the rules for their use? How does location fit in?
How do we communicate the...
The Bean Counters
Who is doing what on which devices? Tablet habits are evolving as
quickly as consumers discover new uses for their new best friend. Now
that media and marketers are chasing new levels of content engagement,
second screen rituals and t-commerce, what patterns are emerging to
surprise us in 2012? And after this holiday, the market added at least
two credible iPad competitors. We ask the major metrics companies
tracking these audiences to share their vision for the what is on tap.
Moderator
Alan Chapell, President, Chapell & Associates@chapell68
PanelistS
Peter Farago, VP of Marketing, Flurry
Evan Neufeld, CMO, Ground Truth
Mitch Oscar, EVP, Televisual Applications, MPG
Eric Solomon, SVP Digital Audience Measurement, Nielsen
Automating Business with Data -- Can You Afford to Take Your Hand Off the Wheel?
It has been postulated that the holy grail of analytics is
the creation of a wildly profitable business that functions
brilliantly with little human intervention. Such a business would be
driven by the detection of key, value-generating events that can be
automated to either generate revenue or reduce costs. Do closed-loop,
self-optimizing systems exist in the business world today? Is it
possible to (mass-)personalize relevant marketing in order to (re)act
to and engage consumers?
Moderator
Alan Chapell , President, Chapell & Associates
Panelist
Yoav Arnstein , Co-Founder & CEO, Legolas Media
Phil Fernandez , CEO, Marketo, Inc.
Eric Hansen , Founder and CEO, SiteSpect, Inc.
Marc Kiven , Founder and Chief Revenue Officer, BrightTag
Crossing the Digital Divide: The Leap from Search to Display - Wednesday
Many advertisers who embrace the highly measurable, highly efficient
world of search engine marketing remain on the sidelines in display.
Historically, display advertising has lacked the targeted pricing,
placement, and ROI of search. The advent of new display optimization
technologies and next-generation ad exchanges, however, is offering a
radically fresh take on an outdated media model. Demand-side platforms,
in particular, offer advertisers better control over pricing and
targeting, and power these advantages by creating advertiser-specific
algorithms. (That's a shift of power that search marketers can
definitely appreciate!) In this session you will hear a "101"
introduction to DSPs and ad exchanges, as well as advice for experienced
search advertisers who want to take a first foray into exchange-traded
display to broaden their media mix.
Moderator: Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
Speakers: Alan Chapell, President, Chapell & Associates Dax Hamman, Chief Revenue Officer, Chango Marc Poirier, Co-Founder and VP Marketing, Acquisio
Brand Resilience and Reputation Management in a High-Speed World - Thursday
We can all name the most prominent brands. But today, brand and
reputation management has as much to do with safeguarding as it does
with building. Brand saboteurs are lurking around every corner -
especially in the age of social media where news spreads like wildfire -
and organizations need to manage risk, anticipate attacks, and bounce
back fast after a hit.
How can you protect your brand? By playing active and consistent
defense. That starts with understanding how susceptible your
organization is to brand sabotage - and knowing how to reduce its
likelihood and impact. In this session the speakers will discuss how to
assess your brand risks, learn how to detect early warning signals, and
adapt your defenses. You will learn what you can do to manage your
reputation on-site, in social media, across customer complaint sites, in
product searches and in the news The speakers will also draw on the
experiences of today's most well-known brands. By building an
organizational capacity to expect the unexpected and understanding your
brand risks, you'll be in a better position to head off trouble before
it occurs - keeping you one step ahead of your potential saboteurs.
Moderator: Alan Chapell, President, Chapell & Associates
In almost every area of legal practice increasingly
complex technology is part of a transaction or client dispute. Lawyers
are routinely expected to negotiate contracts for launching content on
the Internet, outsourcing data storage to server farms or purchasing
Cloud Computing services. A client’s data security is routinely tested
by hackers half way across the world or by those in-house. Litigation
often involves bots stealing content on the Internet or cookies
compromising the privacy of individuals. Every court now requires
counsel to address electronic discovery issues but many lawyers don’t
understand their client’s data infrastructure.
Indeed, most lawyers do not have the technical training or experience to
fully understand the technology which is the core of their clients’
technology driven businesses. As a result, they waste time on the wrong
issues or, worse yet, don’t know the right questions to ask their
clients or litigation opponents.
This unique program is designed to give every lawyer a sound foundation
in the complex technologies which drive the Internet, corporate
information infrastructures and mobile computing. It will give you the
insights and experience of technology experts and the lawyers who deal
with them on a daily basis. This is a program for lawyers called upon to
counsel clients or lead litigations in the minefields of technology. In
this first ever Think Like a Lawyer and Ask Questions Like a Geek: Understanding Cybersecurity, Social Media and Mobile Technology 2011 you
will hear simple and direct explanations about current technologies,
including: the structure of Internet communications and the problems
inherent in moving large quantities of data; the basics of how Cloud
Computing works and why your clients can trust these providers; the
tricks hackers use to compromise your personal data and the data of
governments and corporations; the structure of corporate data systems
and where to look for electronic evidence in a litigation party’s
infrastructure, and; the technology that allows mobile computing systems
to locate users and send customized, location-based content.
Lecture Topics [Total time 06:17:30] Segments with an asterisk (*) are available only with the purchase of the entire program.
Introduction* [00:12:05]
Peter Brown
Privacy and Data Security [01:04:11]
Ian C. Ballon, Alan Chapell
ESI/Databases [00:59:36]
Peter J. Chirlian, Alberto Rodriguez
Social Networks [01:00:55]
Peter Brown, Sherra Pierre-March, Willard Alonzo Stanback
Dealing With Hackers [01:00:11]
David W. Opderbeck, Timothy Ryan
Advertising and Behavioral Marketing [00:58:43]
Richard Raysman, Jonathan Taqqu
Mobile Technology and Location Based Services [01:01:49]
Paul Anuszkiewicz, Heidi Salow
The purchase price of this Web Program includes the following articles from the Course Handbook available online:
Privacy Law: Issues and Checklist, Excerpted from Chapter 26
(Data Privacy) of E-Commerce and Internet Law: A Legal Treatise with
Forms, Second Edition
Ian C. Ballon
Cloud Litigation: Suing Over Data Privacy and Behavioral Advertising
Ian C. Ballon
Reducing the Cost and Headache of E-Discovery with a Comprehensive Retention Plan for Electronically Stored Information
Fernando A. Bohorquez, Jr.
The Technology Behind Popular Social Networking Websites
Peter Brown, Sherra Pierre-March, Willard Alonzo Stanback
Hackers
David W. Opderbeck
A Practical Look at Social Media Policies
Richard Raysman
Cell Phone Technology: The Business of Mobile Data, and the Emergence of Location Based Services
Peter Brown, Heidi Salow, Paul Anuszkiewicz
Index to Think Like a Lawyer and Ask Questions Like a Geek
Presentation Material
Privacy and Data Security
Ian C. Ballon, Alan Chapell
ESI/Databases
Peter J. Chirlian, Alberto Rodriguez
The Technology Behind Popular Networking Websites
Peter Brown, Sherra Pierre-March, Willard Alonzo Stanback
Dealing With Hackers
David W. Opderbeck, Timothy Ryan
Advertising and Behavioral Marketing
Richard Raysman
Mobile Technology and Location Based Services
Mobile Technology and Location Based Services
Heidi Salow
Resolved: Video is the Real Online Display
Despite many a pronouncement that the Web is only good for
direct response advertising, brands are in fact interested in spreading
awareness online. Video, not display, will be the vehicle that takes
them there. Similar in execution to TV, where brands feel safest, video
enables the storytelling that connects brands with consumers, but with
the added benefits of enhanced targeting, measurability and
interactivity. As the current growth-driver in online advertising, video
is the channel most buyers are interested in, yet the same old problems
of scale, standardization and a much smaller ad load keep TV dollars
from coming online en masse. However, at 50% year-over-year growth,
video’s surge comes at the expense of another channel: display. Whatever
its logistical problems, online video is closer to the display
advertising brand marketers really wanted online, anyways.
Moderator
Alan Chapell , President, Chapell & Associates
Panelist
David Dowhan , President, TruSignal
Teri Gallo , VP, Marketplace Development, Mediabrands Audience Platform
Sarah Iooss , VP VMN Music Group, Digital Ad Sales, Viacom Media Networks
