Please note: agenda is constantly evolving and subject to change. Please check back for additional updates.

10:00 am	Registration for Golfers - Pacifica
11:00 am	Golf Outing - The Ocean Course
4:00 pm	Registration for Non-golfers - Pacifica
6:00 pm	Cocktail Hour - Gazebo Lawn
7:30 pm	Opening Dinner & Network Reception - Salon I & II

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All sessions will be held in Salon III and IV. Note exceptions.

7:30 - 8:30 am	Breakfast - Prefunction B-Salon III
8:30 - 9:30 am	Fireside Chat: Jerry Yang, CEO and Chief Yahoo! Moderator: Randall Rothenberg, President & CEO, IAB
9:40 - 10:35 am	Going once, Going Twice... Auctions and Marketplaces Online advertising has embraced a new marketplace design intended to eliminate friction between buyer, seller and broker. But embracing the auction and the open, transparent marketplace means the ad community has new issues to address. What data is public and what is proprietary to each member of the marketplace? What level of member independence and control is critical to maintain to drive maximum liquidity? How can sellers retain control over pricing, while at the same time harnessing the market forces and competition to drive price? How can buyers be assured a frictionless experience and the level of transparency they need to transact openly? A panel of the leading minds on these topics will talk wireless spectrums and pez dispensers and tell you why online advertising is looking more and more like both. Speakers: Moderator: Antony Taylor, Director of Strategic Operations, Right Media James Deaker, VP, Advisory Services, Rapt Preston McAfee, VP & Research Fellow, Yahoo! Tanguy Peers, Global Head of Onsite Advertising, eBay
10:35 - 10:45 am	Blackberry Break
10:45 - 11:30 am	Exchange Perspectives The new, open ecosystem is redefining the relationship between publisher, advertiser and ad network. As the market eradicates friction between these key partners, opportunities abound for each to leverage the other more effectively. Also, new competitors replace old competitors as companies evolve business models to create differentiated value for customers. How much of an impact will the integration of exchanges have on each entities' growth strategy? On points of intersection, who are the new partners and who are the new competitors? Where is value created for advertisers and users? Where does competition tighten? How do sales and service organizations evolve to address the new eco-system? Join a panel of industry leaders from advertiser, publisher and ad network as they look into their crystal balls and discuss their views of the evolving online advertising marketplace. Speakers: Moderator: Bill Wise, VP and GM, Yahoo! Ad Network Larry Fitzgibbon, EVP, Head of Demand Media Networks Shelby Saville, SVP, Director, Spark Communications Eric Simon, VP Media Operations, [x+1] Dave Zinman, SVP & GM, Blue Lithium Ad Network
11:30 - 11:35 am	Blackberry Break
11:35 - 12:30 pm	Direct Marketers Speak Out A quick look at the top spenders online is all it takes to know that direct response is key; a majority of online display revenue now has some performance metrics tied to it. Increasingly, publishers are evolving their sales and servicing capability to address the opportunity. In this session, industry-leading direct marketers dive into the best practices of media buying, from creative development to line item pricing, and speak candidly about what publishers can do to help them reach their goals. We'll also explore what opportunities an exchange provides to help direct marketers improve ROI and drive acquisition volume. Speakers: Moderator: Joe Zawadzki, CEO, MediaMath Jonathan Shapiro, CEO, MediaWhiz Holdings, Inc. Ellen Siminoff, CEO, Efficient Frontier Craig Swerdloff, VP and GM of Customer Acquisition Solutions, ReturnPath Matt Wise, President & CEO, Q Interactive
12:30 - 1:15 pm	Lunch: Miramar I-III
1:15 - 2:05 pm	Taking Advantage of the Tail Many in the industry still have a pretty firm opinion about working with the long tail: "the paltry amount of ad revenue I can make off it doesn't merit too much effort." With the help of new technology and open ad platforms, both the sites that comprise the tail and the myriad networks that work with them are proving the skeptics wrong. By letting ad networks compete for every impression, smaller publishers are driving more revenue. Multiply that by the thousands of publisher sites in exchanges, and suddenly networks are scaling massively and making real money. Speakers: Moderator: Patrick McCarthy, Director, Business Management, Right Media Patrick Gavin, President, Text Link Ads Steve Jenkins, CEO, CheatCodes.com Jim Mansfield, VP of Sales & Marketing, Phonezoo Communications, Inc. David Zapletal, President, Business Development, CPX Interactive
2:05 - 2:45 pm	Bye Bye Buying as We Know It Agencies, like all market players, are rethinking their historical MO as interactive advertising becomes more open and transparent. Media buying, once dominated by the negotiated up-front, is becoming much more driven by data and economics. The space is consolidating rapidly. The lines between supply and demand are blurring. Join some of the largest buyers of global online media for a first-hand perspective on how the new digital ad market is changing media buying and planning. How are exchanges, auction-based media, video and ad networks playing into the equation? Speaker: Sean Finnegan, Chief Executive Officer, OMG Digital
2:45 - 3:45 pm	The Horse's Mouth: Three Primary Competitors Chat Many in this industry have a very particular opinion about the exchange movement and the impact it's going to have on interactive advertising. This panel will give RMO attendees unprecedented access to the perspectives of the three most fundamental competitors in the space. They will openly discuss their varying approaches to the business, why they're critical in today's highly fragmented ad market, and where they think it's all going. A respectful, lively and insightful debate is guaranteed. Moderator: John Battelle, Chairman, Federated Media David Rosenblatt, CEO, DoubleClick Scott Howe, President, DRIVEpm Michael Walrath, Founder and CEO, Right Media
3:45 pm	Recess
6:30 - 7:30 pm	Cocktail Hour: Gazebo Lawn
7:30 - 10:00 pm	Dinner & Reception: Salon I & II

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All meeting sessions will be held in Salon III and IV. Note exceptions.

7:45 - 8:30 am	Breakfast: Prefunction B-Salon III
8:30 - 9:15 am	New Horizons: High Yield Business Opportunities in a Global Exchange While some members are taking advantage of the global nature of the Exchange to achieve their goals, many others are still overlooking the great potential international has to offer. The international arena provides new opportunities to develop and grow your business, but also offers new potential challenges. This panel session brings together the collective experiences of senior business people who have tackled the international issue and will address the themes of growing internationally; how international markets differ from the domestic ones; the key operational challenges that need to be understood to effectively move in to new markets; what growth opportunities exist globally and how to approach market entry. Speakers: Moderator: David Ketchum, Chairman, Asia Digital Marketing Association Matt Cannon, Commercial Director, Accelerator UK Boris Pfeiffer, General Manager, Internet Advertising and Fees, Europe, Monster Worldwide Inc. Keith Kaplan, President North America, Adconian Media Ming Wu, Director, Display Marketplaces, Yahoo!
9:30 - 10:15 am	Keynote Presentation: What do you want to be in the new ad market? Online inventory has exploded and consumption is broad. With the market as fragmented as it is today, all buyers and sellers need to think of new ways to grow their businesses. Larger publishers need more than high traffic alone to drive revenue. Advertisers need a way to streamline buying across such a complex market. The ubiquitous ad networks need better ways to distinguish themselves and deliver scale and efficiency for their clients. Join Right Media founder and CEO, Michael Walrath for an insightful look at our market today and some of more interesting ways its participants are navigating it.
10:15 - 10:30 am	Blackberry Break
10:30 - 11:30 am	Cleaning Up the Crap The massive scale and open access that make the Exchange a great place to do business can, at the same time, make controlling what you see online doubly challenging. Bad actors-from spyware purveyors to virus spreaders—continually find new ways to penetrate the marketplace. The responsibility for stopping them lies with both the platform, which must provide regulation and protection systems for the community, and the community itself, which must be diligent about using those systems. What have the various exchanges and their participants done to protect their communities so far? Speakers: Moderator: Bennie Smith, Vice President, Exchange Operations, Right Media Reggie Davis, Head of Click Fraud, Yahoo! Jonas Halpren, Manager, Business Development, Federated Media Bob Regular, CEO, Kitara Media David Schwartz, President of Network Strategy and Development, Coupons.com
11:30 - 12:20 pm	Found You! Audience Extension An online audience is never confined to proprietary properties alone. Advertisers recognize this and are ready to throw budgets at the partner that helps them spend it most effectively. This session will address how Exchange publishers are making it easier for their advertisers to access their audience anywhere on the web, and it will provide a roadmap to full audience reach by surveying several case studies. Topics will include extending inventory outside of native properties to expand share of advertiser spend, and applying advanced segmentation and targeting strategies. Speakers: Moderator: Paul Mason, VP, Yield, MediaMath Ryan Christensen, Director, Display Marketplaces, Yahoo! Dave Steinberger, VP & General Manager, Tickle, Inc Kate Thorp, CEO, Real Girls Media Jason Young, CEO, Ziff Davis
12:20 - 1:15 pm	The Future of Audience Centric Targeting - Top 10 Trends As exchange participation continues to increase, each type of participant-publishers, advertisers, ad networks, technology providers and others-brings with it a wealth of data. The combination of that kind of data and the nature of the open exchange, in which all entities are interconnected, can only make behavioral targeting more effective, and more powerful. This panel looks at some of the more interesting and potentially controversial issues surrounding audience targeting and how they'll likely impact your business. Speakers: Moderator: Alex Hooshmand, Right Media Richard Frankel, Sr. Director, Product Marketing, Yahoo! Jeff Hirsch, CRO, Revenue Science Roy Shkedi, Founder and CEO, AlmondNet Greg Smith, CEO, EchoTarget Meir Zohar, CEO, eXelate
1:15 pm - 2:00pm	Lunch & Closing Remarks - Salon I & II

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Questions? Contact Right Media or call (212) 710-3685.

Where:
The Ritz-Carlton,
Half Moon Bay When:
October 22-24, 2007

Copyright © 2008 Yahoo! Inc. All rights reserved.