AOP - Behavioural Targeting

Behavioural Targeting - the opportunities, issues and ethics -

Date:   Wednesday 30th July 2008
Timings:  1400 – 1730
Venue:  IPC, Blue Fin Building, 110 Southwark Street, London, SE1 0SU

Hotly debated and much sought after, behavioural targeting can help publishers drive business.  It can deliver relevant content, provide select audiences to advertisers, improve inventory management and increase revenue. But, how can publishers realise the benefits whilst protecting their reputation?

A quality, in-depth learning opportunity, this forum aims to improve skills and knowledge and give insight into this emerging trend.

PROGRAMME

14:00 Registration

14:30 Welcome and introduction
Ruth Brownlee, director, AOP

14:35 Chair’s opening remarks & overview
Matt ONeill, president, AdMonsters
- What is Behavioural Targeting?
- How it works
- Different ways publishers can get involved
- How to use B/T for best effect

15:00 - 15:15 Growth of B/T
Jeremy Mason, managing director, European Operations, Revenue
Science
- Where has B/T come from and where is it going?
- Current research and thinking
- Growth potential

14:45 - 15:00 Ethics of B/T
Nick Barnett, commercial director, Phorm
- Enhancing the user experience
- The vendor’s responsibility
- Privacy best practice

15:15 - 15:30 The B2B dimension of B/T
 John Snyder, director, Grapeshot Limited
- Improving publishing efficiency
- Trading using B/T
- Improving editorial content: page DNA matching
- Examples: How B2B publishers are making it work

15:30 - 15:50 The Agency Perspective
Matt Simpson, Chairman of the IPA Digital Media Group and Head of OMD Group Digital
- What agencies want
- Agency issues and concerns
- Barriers to growth
- Vision of the future
 
15:50 Coffee Break & Networking

16:10 The Publisher’s Perspective
Neil DuLake, commercial development manager, www.guardian.co.uk
_  How the Guardian uses B/T
-  Learning from experience: Top tips for success
-  Case study / Segment focus: the challenge, strategy, execution and results
-  Best practice

16:30 Panel Q&A
Opportunity for speakers to answer questions from the floor to gain expert answers to controversial topics and your key questions

17:00 Drinks Reception & Networking

17:30 Finish