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Agenda Overview

Sunday, October 1, 2023

3:00 pm

Registration opens

6:00 pm - 9:00 pm

Welcome to Edinburgh

Monday, October 2, 2023

7:00 am

Sunrise Run with Melissa Chapman - Lobby Meetup

Join Melissa and some of your fellow Campers for a 3-5 mile run before breakfast. Run at your own pace.

8:00 am

Breakfast

9:00 am

Beeler Intro

9:15 am - 9:55 am

Setting A Course for Publisher Success

We kick off Base Camp with a top-level discussion about what the publisher community needs to focus on.

10:15 am - 11:05 am

Breakout Sessions

Breakout 1: Supply Path Optimisation Starts with Supply

Whether it be for sustainability, efficiency or to lower the ad tech tax, pubs need to start controlling the pathways to their programmatic inventory. From ads.txt strategies to re-imagining the relationship with SSPs and DSPs, we should develop best practices that help optimise buying AND grows our revenue in the process.

 

Key concepts: SPO, programmatic, buy-side dynamics

 

Breakout 2: Direct-Sold Matters More than Ever

If you have a direct sales team or hoping to have one, let’s build upon our direct sold workflow documents to further establish best practices.

Key Concepts: Direct-sold, product, workflow, sales, finance, management

Breakout 3: Staffing/Outsourcing/Automation

The demands on operations teams grows while pressure to do more with less also grows. Let’s discuss how to evolve ops departments and where partners, people, and tech fit into new models of revenue process management.

 

Key concepts: management, outsourcing, automation, AI

11:30 am - 12:20 pm

Breakout Sessions

Breakout 1: Pubs Align on Sustainability and Brand Safety

Sustainability should not be put upon publishers but on the industry as a whole. Brand safety needs publisher input to be done well. We will discuss how these buy-side-driven initiatives need to have more publisher direction to be successful.

Key concepts: sustainability, brand safety, buy-side dynamics

 

Breakout 2: Mastering Consent and the Audience Relationship

Pubs must communicate their value proposition to their audiences while trying to get permission to serve ads and collect data. This is growing more complex while becoming more essential to revenue strategies. Let’s connect the dots for our audiences while we connect the dots for higher gains.

Key concepts: consent management, ad blocking, user-first strategies, privacy compliance, email address capture and management, first party data

Breakout 3: Company Culture

12:30 pm - 1:00 pm

Professor Fireside & Wrap Up

1:00 pm - 2:00 pm

Lunch

2:00 pm  - 2:20 pm

Fireside with Dora Michail-Clendinnen, Chief Strategy Officer, The Ozone Project

2:20 pm  - 2:40 pm

Fireside with Ian Moss

3:00 pm - 3:50 pm

Afternoon Breakouts

Breakout 1: Data Collaboration – Direct Sold

We must develop best practices for working with buyers directly on data-focused relationships. From RFP to activation, we must create efficiencies for data collaborations. This discussion will also include how PMPs and PG deals fit into the picture.

Key Concepts: data clean rooms, first-party data, direct-sold, programmatic direct

Breakout 2: Data Collaboration – Open Marketplace

When an impression is put into the programmatic open marketplace to bid on, what data will inform its purchase? Today, it’s cookies. What about tomorrow?

Key Concepts: context, data leakage, first-party data, 3rd party cookies

Breakout 3: TBA

4:20 pm - 5:00 pm

Table Talks

Time to get into smaller groups and make sure to continue discussions while adding new topics into the mix. Expect tables to be organized around DEI, creative, CTV, Non-CTV, ad quality, fraud, and more.

6:30 pm - 10:30 pm

Traditional Scottish Dinner at the Caves

Tuesday, October 3, 2023

8:00 am

Breakfast

9:00 am

Start the day

9:05 am

Sandbox Fireside

9:25 am - 9:45 am

Fireside with Richard Nicolson

Richard is charged with securing the best impressions for Dentsu’s clients and looks forward to when publishers with high-quality audiences and inventory win out over arbitrage websites.

  • Richard Nicolson, Head of Dentsu Media Exchange, Dentsu

 

Key Concepts: Made For Advertising sites, quality publishers, ad quality, buy-side perspective

9:45 am - 10:05 am

Gordon Fireside

10:15 am - 11:00 am

Morning Breakouts

Breakout 1: Agency Conversation

Breakout 2: Sandbox

Breakout 3: 3rd Party Data/Retail

11:20 am - 12:00 pm

Table Talks

12:00 am - 12:20 pm

Unearthing Your Secret Superpower

 

We beat ourselves up in life about our inadequacies, weaknesses, and setbacks. But what if we could reframe our mindsets to turn those perceived negatives into our most significant advantages?

 

Lynn Lester, creator of the podcast ‘Working Class to World Class,’ shares insights from her guests and personal stories that will leave you questioning what your secret superpower is.

  • Lynn Lester, Creator of the Working Class to World Class podcast (and MD of Events at The Drum)

12:20 pm - 12:30 pm

Wrap Up

12:30 pm - 5:00 pm

Lunch & Offsite Activities:

Highland Games & Adventures 1:00 - 5:30 PM

Head out into the countryside to the picturesque Kirknewton estate and woodlands for an afternoon of countryside activities - you’ll try your hand at Clay Shooting, test your off-roading skills, and then face off against your fellow Beeler Teachers in some traditional Highland Games such as Caber Tossing, Welly Wanging, and Tug of War. Sort the wheat from the chaff! Finish off with a pint on the way back to the city

Johnnie Walker Princes Street Experience 1:30 - 5:30 PM

Start the afternoon off with the Journey of Flavour tour at the fabulous new Johnnie Walker facility in Edinburgh. This highly immersive 90-minute multi-media adventure is a whiskey tour like no other! Along the way, you’ll get to sample delicious whiskey cocktails, or a dram, as you discover your personal flavor profile. Then we will continue up to the Bothy Bar for a 60-minute tutored more in-depth tasting through whiskies matured for a minimum of 12 years.

Extinct Volcanos & Ancient Villages 1:30 - 5:00 PM

Holyrood Park is a short walk from Edinburgh's Royal Mile in the city's heart. It is a 640-acre Royal Park adjacent to the Palace of Holyroodhouse and features a diverse range of flora and geology. The park's highest point is Arthur's Seat, an ancient volcano that sits 251m above sea level giving excellent views of the city; it is also the site of a large and well-preserved fort dating from around 2000 years ago. We will stop at a 15th-century medieval chapel - St Anthony's Chapel, Salisbury Crags – a series of 150-foot cliff faces dominating Edinburgh's skyline - and Duddingston Loch – a freshwater loch rich in birdlife. The tour will end in Duddingston village, parts of which date back to the 12th century. This is a hidden gem with its 12th-century kirk, nature reserve, one of Edinburgh's best secret gardens, and one of the city's oldest pubs, the Sheep Heid Inn, where guests can enjoy a dram at Edinburgh's oldest surviving watering hole.

What Lies Beneath’ - Underground Edinburgh Tour 2:00 - 5:00 PM

Cannibals, body snatchers, deals with the devil. And that's before we even head underground. Discover the true stories from Edinburgh's darkest side. Beneath the hustle and bustle of Edinburgh's Old Town, you'll discover a dark, damp world that has remained unchanged since the 18th Century. Your expert Storyteller will lead you deep into the Blair Street Underground Vaults, and together you'll explore its perfectly preserved history and darkest secrets – including incredible feats of engineering, the city's expansion, and those left behind. Your award-winning storytellers will bring the vaults to life! Afterward, emerge into the sunshine and head to the pub for a cold draft.

7:00 pm - 10:00 pm

Back to the 80's

Wednesday, October 4, 2023

8:00 am

Breakfast

9:00 am - 9:30 pm

Fireside with Prebid - What do we need to build? 

9:30 am - 10:00 am

Fireside with Chris Kenna and Good Loop

10:30 am - 11:30 pm

Table Talks

11:30 am - 12:00 pm

Wrap Up

12:00 pm - 1:00 pm

Packing Up Camp & Lunch

Let’s leave Edinburgh (and the industry) in a better place than we found it. We’ll wrap up the conference with some parting words.

1:30 pm

Departures

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