Thursday, October 8th, New World Stages, NYC

8:30 Registration & Coffee

9:30 Opening Keynote: The 2009 Ad Revenue Report: Welcome to the 2nd Channel

Amar Goel, Founder & Chairman, PubMatic

Synopsis: The 2nd Channel is the fastest growing segment of online advertising fueled by an ecosystem that is driving rapid innovation. This presentation will showcase the wide range of segments and companies in this ecosystem as well as present brand new quantitative and qualitative data from in the in-depth Ad Revenue 2009 report. The report will be available for attendees at the conference.

10:00 Panel: The Blurring Lines of Ad Exchanges, Ad Marketplaces, and Ad Networks

As advertising companies diversify the services they offer there is considerable overlap in what used to be more clear-cut roles. It is becoming more and more difficult, even for industry insiders, to maintain a firm grasp on what the differences are between major players in the space and how things are continuing to evolve. This panel will give publishers a better understanding of the roles and benefits that the blurring segments provide.

Moderated by Michael Learmonth, Reporter, Digital Media & Advertising, Advertising Age

Jay Sears, Strategic Products & Business Development, ContextWeb
Jed Nahum, Director of Network Planning and Strategy, AdECN
Philip Smolin, GM, Platform Solutions, Turn
Rob Rasko, President and COO, CPX Interactive
Tom Sipple, VP, IAC/Dictionary.com

10:45 Networking Break

11: 05 Presentation: Ad Effectiveness: A Closer Look at Ad Networks for Branding Campaigns

Michele Madansky, Michele Madansky Consulting

11:30 Panel: Standardization, Innovation, & Monetization: How New Ad Units Are Impacting Publishers

New ad units present a great opportunity for publishers, advertisers, and ad networks. Questions remain, however, on whether standardization and innovation will remain mutually exclusive. Publishers and ad networks continue to innovate, but standardization can shift even more dollars offline from online – what is the solution, and how can all parties work together to ensure that publishers can earn the most revenue possible from new ad units?

Moderated by Joe Mandese, Editor-In-Chief, MediaPost
Panelists:

Tom Bowman, VP, Strategy and Operations, Global Advertising Sales, BBC Worldwide
Kirsten Rasanen, VP, Product Devel¬opment, TV Guide
Jeremy Fain, VP Industry Services, IAB
Ryan Whittington, VP, General Manager, bizjournals

12:15 Lunch

1: 30 Presentation: Turning Your Ad Operations Into A Revenue Center

Rob Beeler, VP Content & Media, AdMonsters

1:55 Panel: The Evolution of Media Buying and What That Means for Publishers

There might not be a faster evolving segment of the 2nd Channel than media buying platforms and technologies. Real-time technologies are not only changing the way media is being bought and sold, but they are also helping to create audience segments in ways that were impossible just a few short years ago. Hear from the leaders of this segment on what is happing now, and what we can expect in the years to come, and how this will affect large online publishers.

Moderated by John Ebbert, Managing Editor, AdExchanger
Panelists:

Andrew Kraft, VP Technology Solutions, Collective Media
Darren Herman, Founder & Presi¬dent, Varick Media Management
Joe Zawadzki, CEO, MediaMath
Matthew Greitzer, VP Search Marketing and Head of ATOM Systems, Razorfish
Sean Kegelman, SVP, Partnerships, VivaKi Nerve Center

2:35 Networking Break

2: 55 Presentation: Government Regulation & Internet Advertising: Everything Publishers Need to Know, and Nothing They Don’t

Alan Chapell, President, Chapell & Associates

3:20 Panel: The New Economics And Revenue Opportunities of Data

A brand new market has been growing around data over the past few years. The overall revenue potential for publishers that understand how to utilize it may be significant. This panel features the true game changers in the space that will give examples of how publishers can capitalize on their data now, and how they can build a long-term revenue strategy around leveraging their data in the future.

Moderated by Greg Stuart, Digital Media Advisor
Panelists:

Antony Taylor, VP, Head of Display Platforms, Yahoo! Inc.
Eric Hippeau, CEO, Huffington Post
Jeanne Houweling, VP Ad Network Solutions Group, PubMatic
Jeff Hirsch, President & CEO, AudienceScience
Mark Zagorski, CRO, eXelate

4:00 Closing Keynote: The Future of Online Advertising and the 2nd Channel

Jack Flanagan, Executive Vice President, comScore

4:25 Happy Hour & Networking presented by interCLICK