Event focuses on online advertising evolution

Improve Digital, with the Association of Online Publishers, has announced an event entitled 'New Rules of Revenue: Online Advertising 2010' to be held on 23 February 2010 at IPC Media in London.

Panel sessions and presentations will feature specialists from organisations such as BBC Worldwide, ESPN and IAB Europe.

Topics for discussion will include: trends; expectations and challenges in display advertising; the changing dynamics of buying and selling media and the benefits for publishers of real-time bidding platforms; and the role of audience data in generating display revenues for publishers.

Matt O'Neil, president of Ad Monsters, said: 'Online advertising has moved rapidly over the past 18 months.

'But this hasn't produced new ad formats or flashy rich media campaigns - the big shifts in the media market focus on the way it is managed and traded.

'Publishers will need to work closely with the whole new ecosystem, which includes agencies, ad networks and exchanges, and the technology system providers, if they are to inform decisions and direction, rather than merely react to changes in the market,' he added.

David Katz, head of trading at MPG, will present 'The Changing Dynamics of Buying and Selling Media' and host a panel session on the topic.

He said: 'The burgeoning number of parties throwing their hats into the online advertising arena is proof of the promise it offers.

'But as the players increase and the disciplines they master diversify, the landscape changes rapidly.

'We need to ensure that publishers have the trading tools and expertise at their fingertips to ensure they are a key part of the equation,' he added.

The issue of audience data will be covered in a presentation by Donald Hamilton, a partner within Precedio Consulting, followed by a panel discussion.

He said: 'Our increasingly data-rich digital marketing environments are good news for everyone involved because of the insight they offer into target audiences.

'But new opportunities also generate new challenges, one of which is the issue of "whose data is it anyway" - and therefore who should benefit from its value.

'As an industry, we have a responsibility to resolve this if everyone is to reap the rewards that are rightfully theirs.

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