Training

Responding to Ad Blockers Workshop

As ad blocking becomes a greater concern to the news media industry, disrupting the traditional ad supported revenue model and reducing the opportunities to deliver highly customized display opportunities, a number of news media companies have started to react.  This workshop will provide both background on the issue facing the industry and an opportunity to discuss moving forward with peers.

 

  • Date: Feb 11, 2016 – Feb 11, 2016
  • Location: 801 Market Street, 3rd Floor, Philadelphia
  • Address: The Philadelphia Inquirer

During this workshop, attendees will hear from Patrick Dolan, EVP & COO of IAB, on the state of the industry concerning ad blocking, IAB’s stance on the issue and the industry’s response.

 

Following Dolan’s presentation, there will be a guided discussion on how news media companies can tackle the issue of ad blocking.  Media leaders attending should come prepared to share how their companies are reacting to ad blocking and how they plan to move forward in 2016.

As IAB notes, “The industry is listening, and taking action. While the IAB’s stance is that ad blocking is wrong, the practice cannot be ignored. To combat ‘bad ads’, those that interrupt the online experience for users, their hope is to eliminate the need for ad blockers in the first place. In response, the IAB Tech Lab developed L.E.A.N. – an acronym for light, encrypted, ad choice supported, non-invasive ads. This session will look at the new plan and its implications across the industry.”

Download a workshop flyer for your use.

To register:

Registration fee: $49, for PNA members and non members.  10 a.m. to 2 p.m., with lunch included.  Please indicate, when registering, if you have any special dietary needs.

To register, email Kathleen Landis or phone her at 717-703-3012, by February 5.  A confirmation will be emailed to pre-registered participants prior to the training with directions included.

Featured presenter: Patrick Dolan
Patrick Dolan is the Executive Vice President and Chief Operating Officer of the IAB. Dolan has been involved with the digital advertising and media industry for the better part of two decades. He pioneered many of digital advertising techniques while in senior roles at DoubleClick, now owned by Google. While Director of Business Operations at DoubleClick he was on the team that developed interest based advertising, re-targeting and other data related advertising products. Prior to the IAB he served as the Executive Director of The Locomotion Cable Channel, a joint venture between Hearst and Corus Entertainment. Dolan also served as the director of finance for George Soros’ network of philanthropic entities, the Open Society Institute, in Europe. Based in Budapest, he managed a budget of over $500 million disbursed in over 20 countries in Europe and the former Soviet Union.  Dolan received his B.A. in Economics from the University of Virginia and his MBA from Virginia Commonwealth University.

About the IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.