From the ad:tech session, "Online Advertising Inter-Operations: Friction as Opportunity" with Mai-Wah Cheung, Bowen Dwelle, Alyson Hyder and Michael B. Stoeckel III.

In 2006, online advertising moves into its second decade. As with all aspects of online media, operations and technology have been integral to online advertising from day one. Although we are beginning to see significant dollars move from other media to online, and we’ve resolved many of the initial operational difficulties with online advertising, there is a huge amount of friction remaining in online ad operations. Issues surrounding metrics, media types, targeting, privacy, as well as integration and automation remain as significant barriers to online “closing the gap” between current spending (4-5 percent) and usage (20-30 percent) vs. other media. Listen in as the panelists explore the most critical operational issues facing online publishers and agencies and best practices illustrating how they can work together to improve the desirability and profitability of online advertising.

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Speaker(s): Mai-Wah Cheung, Univision Online, Inc.; Bowen Dwelle, AdMonsters; Alyson Hyder, DRIVEpm; Michael B. Stoeckel III, Fox Interactive Media

Format: 1:05:16, 30.1 MB, MP3