Ad Monsters Publisher Forum EU XIV Event Summary

Ad. Monsters Publisher Forum EU XIV Event Summary Barcelona June 6 -9, 2010

What is Ad. Monsters? The global community of ad operations and technology leaders A community focused on handson, technical discussion, best practices and professional development. An informal, yet senior group for building personal, professional relationships

What is Ad. Monsters about? o o o o FOCUS SCALE INTEGRITY FORUM ACTION VALUE UNIQUE HUMANITY

What is Ad. Monsters about? A tight FOCUS on ad operations on a small SCALE combined with INTEGRITY to create a FORUM of peers which generates ACTION and provides VALUE that is UNIQUE. We are also about HUMANITY and about creating relationships within our industry.

Publisher Forum Goals • Competitive collaboration • Common pain points • Best practices • Pragmatic advice • Actionable solutions

Thanks to our Sponsors! Platinum Ruby Gold

Silver Bronze

Overall Themes o The role of Ad Operations is changing and needs to change to help become a revenue centre for publishers. o No longer can Ad Ops leaders simply be the best trafficker, but need to become true managers and help navigate their companies to success. o The market is ever changing and requires Ad Ops to get as efficient as possible to help look to new revenue opportunities.

Day 1 Highlights Keynote: David Crystal, University of Reading Double. Click Platinum Sponsor Session Outsourced Ad Operations Brand Safety from the Publishers Perspective: Richard Swan o Ad Ops as a Change Management Group: Erol Soyer o Positioning Your Ad Ops Department Front and Centre: Faisal Karmali o Managing a Vertical Network: Andreas Freyburger o o

Day 2 Highlights o Multi-Platform Success: From i. Pad to IPTV: Sean Dillion o Protecting Consumer Data – An Industry Update: Louise Romanis o Ruby Session: Videoplaza o Sponsor Breakout Sessions

Day 3 Highlights o IAB Spain: State of the Industry: Antonio Traugott o Preparing for Ad Ops Future: Jenny Antoniou o Breakout Sessions

Sunday Evening Reception

David Crystal University of Reading WHAT WORDS ARE WORTH: HOW SEMANTIC TECHNOLOGY CAN MONETISE ONLINE CONTENT

What Words Are Worth David Crystal o Publishers need to prevent placing the wrong ad next to the wrong content. Additionally relevant ads perform better and can generate more revenue. o Keyword targeting alone cannot solve this as words have multiple meanings. o The key is semantic targeting and understanding the overall meaning of a piece of content. o Future targeting will be based on the sentiment of a piece of content.

Mike Sealy Senior Group Manager, Global Media Services, Microsoft OUTSOURCING AD OPERATIONS

Outsourcing Ad Operations Mike Sealy o Our clients are expecting/demanding increased levels of service at little or no additional cost o Ability to manage standard processes as “virtual” production lines: creating service factories for consistency and efficiency o Qualify an outsourcing vendor and establish a partnership. o Make sure to set up the appropriate measurements and communicate them. o Outsourcing can save significant costs and not only in trafficking and reporting. It also allows internal resources to focus on tougher tasks.

Sean Dillon Advertising Technology & Development Manager Telegraph Media Group MULTI-PLATFORM SUCCESS: FROM IPAD TO IPTV

Multi-Platform Success Sean Dillion o It’s 1999 again with all the various platforms to manage with little to no standards. o Share best practices with others until standards emerge. o Get access to new technologies early. Look for revenue opportunities at the development stage. o Centralize delivery and reporting processes to reduce multiple system issues.

Louise Romanis Head of Client Services Telegraph Media Group PROTECTING CONSUMER DATA: AN INDUSTRY UPDATE

Protecting Consumer Data Louise Romanis o As an industry we are under a government microscope regarding the use of online behavioral targeting o Concerns that the consumer’s privacy is at risk when BT is utilised o IAB UK working with IAB Europe on European Framework o Challenge in itself trying to write one framework for multiple countries with their own privacy rulings o Most people understand that the free web is funded by advertising & would prefer to see relevant ads when they are browsing o Understand distinction between anonymous cookie based targeting & use of personal identifiable info

Antonio Traugott Director General, IAB Spain IAB SPAIN: STATE OF THE INDUSTRY

IAB Spain: State of the Industry Antonio Traugott o IAB Spain is the organization that represents the interests of companies that belong to the advertising sector in Spain and fights for its promotion and standarization o Spain will continue in reccesion and unemployment will grow the next two years o IAB Spain is formed by all kind of companies that belong to the digital industry

IAB Spain: State of the Industry Antonio Traugott o IAB Spain services: Reports, standards, white books, action plans, recommendations…tools for the industry! o Concerned about being regulated by people who doesn’t understand our business o If you want to work with Spanish companies: o No significant barriers to work with Spanish publishers, agencies, networks…we are online! o We are online, but in Spain, personal meetings are still important o Be sure you have someone in your team with good Spanish o Better if you have someone living in Spain, mainly in Madrid or Barcelona

Jenny Antoniou Head of Ad Operations Dennis Interactive PREPARING FOR AD OPS FUTURE

Preparing for Ad Ops Future Jenny Antoniou o There’s been a big shift in the way the ads are now being bought and sold. o Trading is being done using technology instead of traditional sales negotiations. o The structure of both Sales and Ad Ops team will have to change. o Talk to Agencies and find out their thoughts and views and the direction they are going. o Discuss internally the impact of networks and create a data strategy. o Prepare your team for the future, today.

Erol Soyer Group Head of Ad Operations, Johnston Press AD OPS: A CATALYST FOR CHANGE MANAGEMENT

Ad Ops: A Catalyst for Change Management Erol Soyer o Recognize Ad Ops as a department to help transition companies to the digital world and use change management concepts. o Make Ad Ops a “Centre of Excellence” within the company. o Speak in terms of revenue to upper management. o Work for consistency in process and in reporting. o Be an educator within the company for others not involved in digital.

Richard Swan Ad Operations Manager, Hachette Filipacchi (UK) Ltd BRAND SAFETY FROM THE PUBLISHERS PERSPECTIVE

Brand Safety from the Publishers perspective Richard Swan o Accepting network campaigns makes publishers vulnerable because we've gone rapidly from 1 source of ads to 100 s o Take steps to prevent bad ads from coming through. o Plan ahead. Prepare for worst case scenarios. o Communicate your plan in advance o Make your response proportional to attack o Use resources: Ad. Monsters mailing list, Google o Make your plan workable 24/7

Faisal Karmali Ad Ops Manager, Global Radio POSITIONING YOUR AD OPS DEPARTMENT FRONT AND CENTRE

Positioning Your Ad Ops Department Front and Centre Faisal Karmali o Ad Ops must raise its profile within the company to help drive revenue. o Work better with other departments to share priorities and improve workflow. o Communicate with other departments what Ad Ops is up to. o Reward members of the team for things that benefit the team

Andreas Freyburger Ad Manager, Fantastic Zero Gmb. H MANAGING A VERTICAL NETWORK

Managing a Vertical Network Andreas Freyburger o Vertical Networks target a very specific set of users across sites rather than mass audience o Take a closer look at markets to see if a vertical network will generate significant revenue o Get together with your team and plan your model. o Recruit partners and ramp sales activity simultaneously. o Set up your tools & routines o Improvise – You can also make it on the cheap!

Group Topics How to structure your ad-ops team i. Pad and i. Phone advertising Managing Remnant Ads/Network Optimizers Working with Social Media Impact of HTML 5 Protecting your user data from agencies/networks o Staffing - Motivation & Measurement o Revenue/Use of Web o Ad Migration o o o

How to structure your ad-ops team o o o o o Have a wiki (knowledge base) with useful information Make ad-ops responsible for educating especially sales in "traffic” Get the ad ops out to meet other parts of the company Let people have ownership over projects Share the objectives of the company and your department with your staff Rewarding is not only about money – Take team to dinner Focus on talent - Ownership - Dedication – Responsibility Pull a report that shows the best performing ads "last week" for example. - Campaign analysis by branch, sports, electronics etc. Separate campaign management - Ad ops - Ad tech team Get traffickers into meetings together with agencies and sales

i. Pad and i. Phone advertising o You can provide ads to i. Pad and i. Phone Apps from your current adserver o However, it could be better to use mobile dedicated tools to support also other devices o Mobile specific tools will know mobile screen sizes and other parameters. o Mobile apps can be used offline and must be accounted for with advertising models. This impacts development, delivery and reporting. o Get feedback from users about ads

Managing Remnant Ads/Network Optimizers o Leverage and monetise non-sold inventory o Manage non-native-country inventory o Review contracts to see how data is being collected, utilised and owned. o Manage internal house ads competing against network activity requiring marketing dept to allocate a value, informing them if they don't deliver o For video, leverage the VAST 2. 0 Wrapper for managing 3 rd party networks o Main point of the session: Be aware of the impact of data driven delivery platforms, learn more, engage with them to educate

Staffing - Motivation & Measurement o o o o o Reward those who go above and beyond - through innovation/industry knowledge/ideas Get traffickers out with sales on meetings/lunches forging relationships with agencies and building confidence. Training sessions on work/life balances - teaching techniques which can then be adopted in both work and own time - aimed as Senior Ad ops/leadership roles Training on assertiveness/time management skills Produce knowledge sessions that traffickers can present back to the team Provide bonuses - so that they work towards helping sales hit those targets Team Quizzes can be an effective tool. Collaborate between the trafficker and the company where if you demand flexibility from your trafficker e. g. working late you should also expect to be flexible. Traffickers should have this involvement with the commercial manager/ site planning meetings so that there is a sense of purpose and knowledge of what decisions are being made.

Protecting your user data from agencies/networks o Don't let others to steal your data - Protect it and sell it o Make a definition of data ownership - Put it in your deals and proposals o Educate your salespeople and other personnel about data issues. o How to notice it? Mediaguard, Campaigns ordered with frequency capping, Look at what creative and tags do. o How to prevent it? n n n You have to think the way works best for you in your market, Use iframes though iframes have limitations Consider not using ad networks, Make deals with agencies and claim your data, Use some tool to notice it happening

Ad Migration o o o Who is driving the change - Finance, Commercial, Ad Operations? Produce an RFI / RFP which lists the requirements that the adserving company must attempt to match. Produce a matrix of criteria which will score the responses from the adserving company. Consider in house solution versus ASP solution. Drivers for change - revenue, functionality, usability, cost, reporting, support, integration and implementation Who runs the migration project - Head of Ad Ops, Technology, Project Manager? Build a realistic timeline Have a contingency plan for when not everything goes to plan Have a process for retagging the site, maybe use it as an opportunity to retag Have a plan to import and safeguard your data - there may be legal, operational and revenue implications Have a plan for testing Work out what a successful migration means e. g. impression volumes are same as before

Upcoming events o Ad. Monsters Network Forum EU III n July 6, 2010, London o OPS US n September 30, 2010 New York, NY o Ad. Monsters Publisher Forum EU XV n October 10, 2010 Brighton, UK o OPS Germany n November 30, Hamburg, Germany

Thank you, Members!

Thank you, sponsors and attendees! We thank everyone for attending our fourteenth Publisher Forum in Barcelona, Spain! As you know, we strive to make each event better than the last and we hope you agree that is the case. The information contained in this document is intended only for people who have attended the event and for their managers to help summarize what was learned at the event. Do not distribute! Additional information from the forum is located on the wiki (www. admonsters. org/wiki). Information posted on twitter can be found by going to http: //search. twitter. com/ and searching on Ad. Monsters or following @Ad. Monsters.