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Ad Ops Workshop for Advanced TV
August 13 @ 8:00 AM - 5:00 PM EDT
Learn all about the Ad Creative ID Framework, the VAST CTV Addendum, and the brave new world of ad formats and interactivity in CTV. Before we move on to build a better ecosystem of cross-platform video ad placement and measurement, we need to “get the small things right.” Learn how adjusting your workflow for labeling you ad media for TV environments can save you time and resources, protect the brands of the campaigns you run, and better measure performance. This is a free event held at the IAB Ad Lab. With limited capacity, we’ll first open registration to companies who are committed to implementing VAST CTV Addendum 2024 and Ad Creative ID Framework.
Agenda:
| 8:30 AM – 9:00 AM | Breakfast |
| 9:00 AM – 9:15 AM | Welcome! What’s AdOps Got To Do With It?
Let’s talk about why we’re here, take a look at the agenda, and introduce our speakers. Rob Beeler, Founder & CEO, Beeler.Tech |
| 9:15 AM – 9:35 AM | Registered Ad Creative: The UPC Code for Your CTV Ads and How ACIF Enables it Throughout the Supply Chain
Ever wished you had a way to track your CTV ads like products in a store? Ad Creative ID Framework (ACIF) is a game-changer for CTV advertising. Learn how ACIF’s ad registration approach, similar to a UPC code, unlocks efficient campaign management and measurement for improved ROI. Dan Brackett, CSO, XR Extreme Reach |
| 9:35 AM – 10:05 AM | The Cost of (not doing) Ad Registration: Show Me the Data
IAB’s Chris Bruderle shares survey results with Mike Levin, VP of Product Management at NBCU, on what agencies and marketers think about ad registration and how publishers experience those results in everyday operations. Mike Levin, VP of Product Management, NBCU Chris Bruderle, Vice President, Industry Insights & Content Strategy at IAB |
| 10:05 AM – 10:50 AM | Buy Side vs Sell Side: What’s your workflow?
In this breakout session the buy-side and sell-side ad ops will map out their workflow and then come together to compare notes. Rob Beeler, Founder & CEO, Beeler.Tech Katie Stroud, Sr. Product Manager, IAB Tech Lab |
| 10:50 AM – 11:05 AM | Break |
| 11:05 AM – 11:35 AM | Ad Registration Workflow: The Interface
How do you register an ad? Two of our ad registration authorities demo the interface for ad registration. Jason Randall, CTO, Ad-ID |
| 11:35 AM – 11:55 AM | Lost in VAST Translations
Rob Beeler talks to Extreme Reach’s Dan Brackett on how they work with multiple VAST versions and how the VAST CTV Addendum 2024 will help. Dan Brackett, CSO, XR Extreme Reach Rob Beeler, Founder & CEO, Beeler.Tech |
| 11:55 AM – 12:30 PM | What’s so hard about VAST?
Sarah Kirtcheff of Media Ocean shares an overview of the VAST CTV Addendum 2024 and what companies might need to consider as they take steps to support the updates. Sarah Kirtcheff, Director, Verification Services, Protected Media by Mediaocean |
| 12:30 PM – 1:30 PM | Lunch |
| 1:30 PM – 2:00 PM | The VAST Workflow: Tech + People + Process
The VAST CTV Addendum 2024 uses extensions to provide much needed feature support for ACIF and CTV to make the updates as simple as possible. But “simple” is relative to your organization’s technology, people, and process. Sarah Kirtcheff and Katie Stroud help you outline what you might need to consider as you make VAST updates. Sarah Kirtcheff, Director, Verification Services, Protected Media by Mediaocean Katie Stroud, Sr. Product Manager, IAB Tech Lab |
| 2:00 PM – 2:15 PM | Declaring Your VAST Support
Todd Henry, our Senior Product Manager for software will demo our Tools Portal and how you can self attest to any Tech Lab specifications you support. Entries for the Specification Adoption Program are available for anyone who creates a free account, which makes it easier for looking up which specifications your partners support. Todd Henry, Sr Product Manager, IAB Tech Lab |
| 2:15 PM – 2:35 PM | ACIF: What’s Your Big IDea?
Rob Beeler recaps the big ideas shared in today’s session and asks, “What stands out most for you?” Rob Beeler, Founder & CEO, Beeler.Tech |
| 2:35 PM – 2:50 PM | Break |
| 2:50 PM – 3:10 PM | Ad Formats: The Brave New World of CTV Ads
TV-watching has been evolving for a while now and so have the advertising possibilities. Charles Goodman of Roku breaks down some of the key properties of an ad placement in CTV and outlines some of the updates we’re working on in the Ad Formats sub-group under our Advanced TV initiative. Charlie Goodman, Head of Supply Side Ad Platform, Roku |
| 3:10 PM – 3:40 PM | CTV Interaction: What do you know about SIMID?
VideoStorm presents an overview of the capabilities for interaction on CTV and what they’ve seen with video player support for the Secure Interactive Media Interface Definition (SIMID). What is SIMID, where it is supported, and what questions do you need to be asking. And, more importantly, why SIMID will create a whole new market for interactive CTV ads. David Sidman, Founder & CAO, VideoStorm Tim Ross, CTO, VideoStorm Jeffrey Griffin, VP, Publisher Sales Development & Operations, VideoStorm |
| 3:40 PM – 4:00 PM | What’s Next?
Rob Beeler asks, “What inspired you most in this workshop, and what is one thing you will do as a result? Rob Beeler, Founder & CEO, Beeler.Tech |
| 4:00 PM – 5:00 PM | Cocktail Reception |
Speakers:
Dan is Chief Strategy Officer of XR Extreme Reach. He leads innovation and development with a customer-centric software release cycle, growing the company’s industry-leading, global platform with new capabilities every two weeks. With over 25 years of experience in business and technical leadership, systems architecture, application design and agile software delivery, Dan is known for developing transformative advertising technology solutions. He is an experienced speaker and panelist with a knack for bringing clarity to complex issues, just as ER simplifies the management and delivery of creative assets in an increasingly complex media landscape.
Dan Brackett
Sarah Kirtcheff is currently Director, Verification Specialists at Protected Media by Mediaocean. Sarah has over 20 years experience in Ad Tech, having worked for publishers and adservers. She has worked for companies such as NBC Universal and Yahoo. Sarah is a long-standing member of the IAB and has participated in the Digital Video Committee since VAST was first introduced. Sarah holds a degree in Broadcasting and Electronic Communication from Marquette University along with a minor in Computer Science.
Sarah Kirtcheff
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