Welcome Remarks (1:00-1:15 p.m.)Laura DeNardis, Yale ISP
Opening Interview With Ed Felten: The Evolution of Online Advertising (1:15- 2:15 p.m.)
Interviewer: David Robinson, Yale ISPEd Felten, Federal Trade Commission
Panel One: The New World of Digital Advertising: Technologies and Business Models (2:30 - 5:45 p.m.)
Digital tools are changing the baseline assumptions about what advertising is and how it works. Advertisers who used to say that half their budget was wasted--they just didn’t know which half--can now test and measure users’ reactions to particular ads, and deliver targeted ads to individuals with near-pinpoint precision. This panel will explore the newly emerging technologies of digital advertising, and the innovative business models that are emerging around those technologies, offering conference attendees an overview of the state of the field. Part 1 (2:30 - 4:00 p.m.)
Moderator: Emily Bazelon, Slate Magazine & Yale Law SchoolMichael Blum, Quantcast
Jesse Pesta, Wall Street Journal
Scott Spencer, Google Inc.
Part 2 (4:15 - 5:45 p.m.)
Moderator: C.W. Anderson, Yale ISPDavid Ambrose, Scoop St.
Kate Kaye, ClickZ
Jason Kelly, AdMeld Inc.
Breakfast and Registration (8:30 - 9:00 a.m.)
Panel Two: Online Advertising and Privacy (9:00 -11:00 a.m.)
An emerging infrastructure allows advertisers to track and analyze user behavior and interest patterns, both in the aggregate and on an individualized basis. This information can make ads more personalized, more effective, and ultimately more valuable, for users, advertisers, and publishers. But it may also pose an unprecedented risk to user privacy. As businesses assemble increasingly detailed profiles of demographic segments and, in some cases, individual users, what are the risks to user privacy? How can those risks be managed? Could different choices by businesses improve privacy without hurting the bottom line? How much control do, or should, individual users actually have over the way their behavior is tracked?
Moderator: Bryan Choi, Yale ISPJonathan Mayer, DoNotTrack.Us Project, Stanford University
Julia Kernochan Tama, Venable LLP
Lee Tien, Electronic Frontier Foundation
Dan Christen , Microsoft Corporation
Joseph Turow, Annenberg School for Communication, University of Pennsylvania
Coffee Break (11:00 - 11:15 a.m.)
Panel Three: Youth-Oriented Online Advertising (11:15-12:45 p.m.)
Individuals are going online earlier and earlier. From children to teenagers, “Generation Z” represents many of the most active participants in online life. They are also a highly desirable audience for advertisers. On the one hand, young people are savvy users of new technology, and it can be difficult for advertisers to keep up with the latest trends. On the other hand, the plasticity and impressionability of young people, and the chance to influence lifelong habits and preferences--the same traits that make them a valuable audience--suggest that ethical or legal boundaries may be needed. How do the new technologies of targeting and tracking change this debate? How much can, or should, law do to place boundaries on Internet marketing aimed at children?
Moderator: Seeta Peña Gangadharan, Yale ISPMary Engle, Federal Trade Commission
Leslie Harris, Center for Democracy and Technology
Wayne Keeley, Children's Advertising Review Unit
Kathryn Montgomery, American University
Lunch (12:45 - 2:00 p.m.)
Panel Four: Psychology of Online Advertising (2:00 -3:30 p.m.)
The interaction between users and advertisements is not static but dynamic: audiences influence ads, and ads influence the people who see them. Aside from encouraging people to buy the particular products or services that are advertised, how does online advertising shape the larger psychology and sociology of online user behavior? What is the impact of social media advertising, user reviews, reputation systems, and other media that blur the line between ads and content? How does the larger social impact of digital technology impact advertising’s effectiveness and design?
Moderator: Christopher Wong, Yale ISPJeff Chester, Center for Digital Democracy
Tom Collinger, Medill Northwestern University
Aleecia McDonald, Carnegie Mellon University
Coffee Break (3:30 - 3:45 p.m.)
Panel Five: Regulating Online Advertising (3:45 -5:15 p.m.)The shift of advertising to the digital environment poses important challenges for lawyers and regulators. How do existing rules, like truth in advertising or the law of unfair competition, apply to the online environment? Where do new controls need to be developed--or existing ones modified? What is the right balance between industry self-discipline and government supervision? How should regulators decide when, where, and how to intervene?
Moderator: Jennifer Bishop, Yale ISPChris Hoofnagle, Berkeley School of Law
Alison Pepper, Interactive Advertising Bureau
Rebecca Tushnet, Georgetown Law Center