On the morning of June 18, 2008, Magazine Publisher’s Association (MPA) hosted Ad Networks and Exchanges: Building Brands Online, a seminar addressing the danger of publishers trading their online inventory like “pork bellies.” The event included three panels of publishers and ad technology solutions providers. Each panel discussed the role of vertical networks and ad exchanges in building brands, delivering ad campaigns and offering competitive CPMs.

Speakers included:

Ken Sonenclar, Managing Director, DeSilva & Phillips, gave an overview of the ad network and exchange marketplace.

Panel One:
Shanthi Sarkar, CPO, ContextWeb, spoke about ContextWeb’s ADSDAQ Exchange, which offers publishers page-level, contextual ad targeting on Web pages. ADSDAQ also enables publishers to optimize the value of their inventory and extend their reach. ADSDAQ publishers Paul DeBraccio, CEO, Interevco-Interactive Revenue.com, and Scott Havens, Director - Business Development, Digital Media, Conde Nast Portfolio.com, gave insights on how the contextual solutions can increase a brand’s reach while retaining pricing/content control.

Panel Two:
Joelle Gropper Kaufman, VP Marketing & Media Operations, Adify, discussed how online publishers can build their own networks to aggregate high-quality, brand driven content. Adding great insights and expertise, Kevin Normandeau, VP Business Development, IDG TechNetwork and Prem Luthra, SVP Corporate Development and Strategy, Fidelity National Real Estate Solution and Cyberhomes Media Group.com, also participated in the discussion.

Panel Three:
Robert Ames, VP & General Manager, Digital Automotive Group, Hachette Filipacchi Media U.S., Inc. spoke about Jumpstart Media, an automotive content and ad network Hachette acquired a year ago. David Cooperstein, CMO, Burst Media and Regina Sebring, VP Behavioral Targeting Solutions, Revenue Science and partner publishers discussed behavioral targeting, brand building, vertical networks and mobile advertising.

Agency executives also participated in the event. Among them were:

• Jay Bartlett, Sr. Advertising Manager at Xerox Corporation
• Jay Krihak, Sr Partner, Group Director, MEC Interaction, Mediaedge:cia
• Dave Marsey, VP/Group Media Director at Digitas
• Moderated by Mike Smith, General Manager, Forbes.com.

View video below:

Part One

Part Two

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