Base.Camp Denver 2024 – Agenda

Arrival Day – Sunday October 6

Registration

Get to the hotel and swing by to get your pass, essential information and a baggy full o’ goodies

Day 1 – Monday October 7

Morning Run with Melissa

Start the day with a morning run led by Melissa Chapman. We’ll meet in the lobby. No pressure, Melissa is not fast. It’s a great way to kick off a jam-packed day. We will plan for around 4 miles, you can do more or less as you like.

Breakfast

Most important meal of the conference?

The Promise of Ad-Supported Publishing

Rob Beeler, CEO, Beeler.Tech

Let’s roll up our sleeves, address our challenges, and seek out the opportunities that exist.

Going on Offense

Scott Cunningham, Founder, Cunningham.Tech Consulting

Publishing as we know it won’t be saved. We have to take control of our destinies. That means winning over our audiences to value our efforts. It means winning over advertisers who can easily buy elsewhere. Scott Cunningham, who currently serves as Initiative Lead for NewsPassID/NewsNext at the Local Media Consortium and Chair of the Publisher Council at Brand Safety Institute as projects, is working every angle to see publisher success and transparency in the supply chain. Previously the Founder of the IAB Tech Lab, Scott will share where he sees opportunities for us to collaborate, the industry movement, and how we can go on offense.

Find Your Way to the Next Session

Get your bearings and get conversatin’!

Morning Breakouts – pick your trail #1

Measuring Success

Measuring Success is the first of our new sessions formatted to help people find other people with the same interests and immediately start to collaborate together. What does measuring success for publishers even look like? Is it simply survival? Is it hitting quarterly revenue goals? Is it winning money away from other advertising channels? Those who are looking for a way to measure success in whatever form makes sense for them will find their peers willing to help work the problem.

Premium Does Not Mean “Not MFA”

It’s time to change the narrative. Publishers are measured in so many ways that reduce their quality experiences into negatives, which then drives CPMs down. Let’s go back out to the marketplace based on our strengths.

Is It Up to Us to Save the Open Marketplace?

Perhaps the better question is, where does the open marketplace fit into publisher strategies and how much energy do we place there versus direct or programmatic direct. No doubt people will have differing opinions on the best way forward. Let’s explore what we can control and what we can’t.

Consent is the Only Thing that Matters

Coming to the US straight from Europe, but now with a dose of regional flavor: stricter privacy regulations! It all starts with those all important questions, “Can we collect data?” and “Can we serve you a relevant ad?” Let’s dive into how to navigate these issues at a global, national, and local level.

There’s Always Room for One More Topic

We have a designated area for people to meet in small groups. Use this time and space to do business, hit on smaller topics, take a call, or check back in at the office.

Refreshment Break

It’s the morning of day one. Your energy is only building but you know this is just the start. Caffeinate freely!

late morning Breakouts – pick your trail #2

AI is Coming: Where? When? How?

Let’s move the AI conversation from the theoretical to the practical. We see those participating in this discussion splitting up based on where they are in implementing AI strategies, as well as at what level. Let’s learn from each other where to put our energies.

Dear SSP, We Need to Talk

Publishers and SSPs need to get it together. Time’s up. First step: publishers need to get together to discuss what they want out of the SSP relationship. We’ll then talk about post-conference activities. This one has been brewing for some time. Let’s make it happen.

The New Data and Identity Landscape: From Framework to Execution

Alex Roucourt, Advisor and Business Development, ThinkMedium

Understanding and validating your preparedness for the changes ahead – especially with respect to data, technology, solutions, and partner strategies and decisions – is critical to protecting and growing revenue this year and beyond. To help you assess and future-proof your advertising business practices, ThinkMedium has developed a Publisher Readiness Playbook. In this workshop, we will 1) provide more context and updates regarding relevant industry changes; 2) share a structured approach for ongoing evaluation of your business and your vendors/partners; 3) provide recommendations for integrating different types of solutions; and 4) share insights on navigating the changes internally across your organization and with your partners.

Brand Safety First, Revenue Close Second

Josh Peters, Global Head of Commercial Data Strategy and Programmatic Revenue and Operations, The Washington Post

Buyers don’t have to buy news, but the evidence is growing that they should. This is going to require a new narrative about how to prevent putting brands at risk while unlocking new opportunities.

There’s Always Room for One More Topic

We have a designated area for people to meet in small groups. Use this time and space to do business, hit on smaller topics, take a call, or check back in at the office.

Lunch!

Don’t make the camp cook call you again. The chuckwagon isn’t going to wait for you before moving on.

Media Literacy starts with Media

Vanessa Otero, Founder, Ad Fontes Media

Media’s future depends on people understanding the value of the media they consume. Publishers have not articulated this well to their consumers and now must educate them on the importance of human-created fact-based journalism. Vanessa Otero will share her mission to help improve media literacy while helping advertisers support ad-supported journalism.

Hustle to Your Next Session

Go! Go! Go! Talk! Talk! Talk!

Data strategy and product experts Robyn Walters of DotDash Meredith and Giuliana Gurranza of The New York Times will kick this session off sharing there perspectives and learnings about data products and reaching audiences in the future.

Curate and be Curated: Multi-Publisher Deals

Lila Hunt, Vice President, System1

Everyone is looking to bundle with everyone else, but that somewhat defeats the purpose. In this session, we’ll dive into some existing initiatives to help publishers work together, some real opportunities, and some discussion on how to move forward.

Navigating the Retail Media Network Landscape: Challenges, Tensions, and Opportunities

Kelly Leger, Partner Managing Director, Deloitte Digital

In this session, Kelly explores the intricate dynamics of the retail media network landscape, focusing on the ongoing tensions between platforms and brands. She also uncovers the potential for publishers to enhance their influence and revenue in this evolving space, offering strategic insights for maximizing yield and capitalizing on emerging opportunities.

Media Literacy Continued

Vanessa Otero, Founder, Ad Fontes Media

We can’t think of a more important conversation at this time in American history. While it doesn’t sound like a revenue-focused discussion, I ask you: How can people choose to consume fact-based media if they can’t tell the difference between it and misinformation? We have to help make the case to educate people in media literacy.

There’s Always Room for One More Topic

We have a designated area for people to meet in small groups. Use this time and space to do business, hit on smaller topics, take a call, or check back in at the office.

Networking is No Work For this Group

Catch up over a cup o’ Joe as we power through the last part of the day.

Revenue Now, Please

Show me a publisher and you show me someone who wants to hear of another way to make revenue as soon as possible. Let’s find out what levers are left to pull.

Base Camp Legendary Monday Night Festivities

This evening is the time to let loose and swing some clubs at The Hanger Club – Denver’s newest social club – a combination of the coolest sports bar and a premium golf experience. Play iconic courses, have a craft cocktail, or throw some bags – there is something for everyone. Play strong or go home!

Day 2 – Tuesday October 8

Breakfast of Champions

Yeah, we guess that some of you aren’t going to feel like champions Tuesday morning. Doctor’s orders are to get something in your system. Way too much great content ahead.

Every Second Counts: Kickoff of Day 2

No time to waste. Let’s get to the good stuff.

Find Your Next Session

It won’t take you fifteen minutes to move from one to another. Picking which session to go to, on the other hand, might take a minute.

Morning Breakouts – pick your trail #4

Let’s Pontificate on 2025 and Beyond

It’s hard to predict the future, but with this group I bet we can create a productive session focusing on what we think happens next. Let’s break up into smaller groups to share what we think is around the corner.

Let’s Rethink Ad Serving: Case Study & Discussion

Ben Armstrong, VP, Programmatic, now.gg

Every publisher has a unique business, so there is no reason to think that a one-size-fits-all approach to ad serving will work for everyone. This session will start with a case study of how one publisher has changed the ad decision process for greater revenue. We’ll then discuss alternative ways of thinking about the future of the ad server itself as a group.

Shaping the Visitor Journey to Drive Relationships & Revenue

Sophia Wung, Senior Director, Marketing Technology and Operations, CBS Sports

Join Sophia Wung, Senior Director Marketing Technology & Operations at Paramount, to learn how CBS Sports builds and shapes their Visitor Journeys to grow revenue by increasing session depth, pageviews, and directing traffic to high-value content.

The highlight of the session will present a case study on how CBSSports.com has successfully leveraged Visitor Relationship Management to increase on-site engagement and consumption (with zero coding required) among football fans, streaming subscribers, and more. The case study will lead into broader fireside chat discussion joined by Admiral CEO, Dan Rua, around marketing roles, breaking through organizational silos, the power of Journey Shaping, and who owns Visitor Journeys for your site.

Boosting Revenue with Video: The Advance Local Case Study & Discussion

Grant Whitmore, VP, Ad Technology and Programmatic Revenue, Advance Local

This session will start with a case study of how Advance Local transformed video from an afterthought into a seven-figure revenue stream. It will then explore their strategic shift, the role of contextual video recommendations, and the integration of advanced AI tools to maximize video content monetization. We’ll then discuss what opportunities are available in online video as a group.

There’s Always Room for One More Topic

We have a designated area for people to meet in small groups. Use this time and space to do business, hit on smaller topics, take a call, or check back in at the office.

Time to Caffeinate

It was a terrible idea to try to cut down on caffeine this week. Give in and power up.

late morning Breakouts – pick your trail #5

Expanding Into CTV: Challenges, Risks, & Rewards

Andrew Rosenman, Founder & President, Arise

If you thought that monetizing a ConnectedTV app or deploying a FAST channel would be simple, get ready for a whole new set of business decisions. From how to ensure that you’re refreshing content with enough frequency, to blending your CTV inventory into directly sold deals, the transformation from web publisher to video programmer is anything but straightforward.

In this session, we will look at what a digital publisher needs to consider from the outset to succeed in this rapidly changing environment. We will discuss considerations from revenue planning to content licensing models, and how the new gatekeepers of CTV hardware and OEM guides may influence those decisions.

Floor Price Strategies: Case Study & Discussion

Dave Pond, Head of Ads, Quizlet

Since implementing floor-price optimizations (FPO), a publisher has experienced a significant uplift in CPM on traffic. Let’s discuss the significant potential of dynamic floor prices and the impact of strategic floor-price optimizations on overall revenue performance.

Driving Revenue with an ID Graph: Case Study & Discussion

Ryan Whittington, SVP, American City Business Journals

You can collect all the data you’re allowed to, but that won’t equate to revenue. Your first-party data alone can only get you so far. This case study will explore how one publisher incorporated an ID graph to expand their data offerings to clients. We’ll then have a group discussion about the importance of having an ID graph as part of your data strategy.

The Future of Audience Extension (now Publisher Opportunities in a Privacy-Forward Ecosystem)

Aislinn Ryan, Global Head of Supply Platforms and Strategy, NextRoll

Privacy has taken center stage throughout the digital advertising ecosystem. Although many of these changes present addressability challenges, new technology also brings new opportunities. Outside of just direct monetization, the Privacy Sandbox APIs open the door for publishers to better understand direct campaign performance and more easily enable offsite audience revenue. Aislinn Ryan, the Global Head of Supply Platforms & Strategy at NextRoll, will take you through how ARA and PAAPI can be leveraged to gain insight around conversion metrics and increase reach with Audience Extension.

There’s Always Room for One More Topic

We have a designated area for people to meet in small groups. Use this time and space to do business, hit on smaller topics, take a call, or check back in at the office.

Lunch (or head out to your activity)

Eat or grab a lunch on your way to one of our activities. Golfers have boxed lunches available in the lobby and the cooking school attendees will have lunch at STIR!
See you tonight!

Afternoon Activities

All activities depart from the Grand Hyatt Main lobby. Please check in 10 minutes before your activity departure time.

Golf at Fossil Trace

Considered one of Denver’s top golf courses – Fossil Trace sits amidst the shadows of the foothills and in between majestic rock formations. Large rolling fairways and greens are matched with treacherous greenside and fairway bunkers. It’s an inspirational location where the dinosaurs walked, and you can even view the prehistoric fossils as you play.

Cooking Class at STIR Ice House

Get ready to spice up your life as you gather at STIR to learn how to prepare and cook some unique Fall recipes! Tweak your skills in the kitchen with cooking hacks from our master chefs all the while sipping a specialty cocktail! We’ll nibble as we cook, and then sit down all together to enjoy the fruits of our labors *Not for those with special dietary requirements.

Brews & Views

This tour is for the beer enthusiast who wants to also appreciate some spectacular mountain views while sampling Colorado’s brewing scene. We’ll first head to Red Rocks Amphitheater to see one of the most famous music venues in the world. With mother nature as its architect the design is a stunning setting. Then we will head down into Morrison to the Red Rocks Beer Garden for a tasting. You can also explore this charming little town. Lastly, we head to New Terrain Brewery. Along the way our guide will share the history and backstory of the area.

Lair o’ the Bear – Moderate Hike

Join us in Lair o’ the Bear park – where we will hike over undulating terrain along a beautiful river and enjoy the changing leaves in the Colorado wilderness. This 2-mile hike has very little elevation gain and is a great way to get some fresh air above and out of the city. After the hike we’ll head on over to Over Yonder Brewery for a cold one before heading back to the city.

Rappelling in Golden

Scenic rappelling in Golden features a variety of descents, culminating in an exhilarating 100-foot rappel. This program offers a unique adventure set against the backdrop of Colorado’s stunning natural landscapes. This experience, perfect for thrill-seekers and nature enthusiasts alike, combines the thrill of a significant descent with breathtaking views of the surrounding terrain. No experience necessary!

Exploration in Elevationism

Explore what makes Denver unique – “Elevationism” in the Mile High City. This place of worship used to be a Lutheran Church but its chapel has now been converted into a flamboyant technicolor interior, complete with murals by world-famous Spanish artist Okuda San Miguel. Our private experience starts in their lounge – where there are activities, artwork and products to purchase – prior to heading to the chapel for BEYOND – a fully immersive meditative experience with projection mapping, laser lights and sound. This is followed by a 25-minute psychedelic light show set to your favorite classic rock songs.

Funky Alien Party!

Join us tonight high above the city lights for Funky Alien Night. You heard us right. Wear white, or your favorite alien outfit for this evening full of Beeler.Tech high jinks!

Day 3 – Wednesday October 9

Breakfast

You danced the night away with aliens from another planet. You’re going to need something in your system to power through the last part of the conference and get yourself home (here on Earth).

Last Day is the Best Day

Try to convince Rob otherwise. Best of luck.

We’ve talked about the buy side all conference long. It’s time to bring them into the conversation. Let’s learn who’s joined us in this rapid-fire series of interviews.

Find Your Way

Honestly, by now you’d think you’d know where you were going.

We will break up into several conversations based on the expertise of our buy side guests. More details to come.

A Matter of Trust

Nick Frizzell, VP, Marketplace Quality, Magnite

Focusing on the critical need to build trust and transparency between publishers and platforms within the ad tech ecosystem, particularly during the heightened political ad season. As political ad spend increases, with a shift in focus of spend from display to video ads, the stakes for maintaining ad integrity have never been higher. This Q&A session will explore how better coordination and collaboration between platforms and publishers can unlock significant revenue opportunities while addressing the increased risks associated with this shift.

Not Giving It All Away Once Again

Ryan Boh, Head of Identity, lockr

Check out (of the hotel, but not the conference)

We’re not done yet. Grab your luggage and bring it with you to the main area while you milk every minute of Base Camp before it’s over.

Where is Creative in All of This?

We’ve spent time tackling ad tech and adding the human element to it. What about the creative? How will creative factor in a future with less signal and more fragmentation?

Where Does that Leave Us?

We’ve done everything we could with the time we had together. Let’s wrap it up and send you on your way.

Lunch To Stay or Go