Jeff Jarvis, President & Creative Director, Advance.net
Dick Costolo, CEO, Feedburner
Matt Cutts, Software Engineer, Google
Chas Edwards, Vice President, Sales & Market Development, Federated Media Publishing
Brian McAndrews, President and CEO, aQuantive
Mark Pincus, Founder, tribe.net
Time: 11:15am - 12:30pm

powerpoint about Distributed advertising

Intro by Jeff, then all the panelists introduced themselves. 

"Ads can be a service" (Mark Cutts, Google)

A media person: Online space --> metrics coming along nicely; other media spaces like what they see --> expectation of same metrics as online for other forms of media. Metrics is getting much more sophisticated.
--> engagement: not eyeballs; how *deep* or how related or how interested was consumer/user in an ad; how to measure engagement (for tv 2.0, video 2.0 etc)

Brian: experiment; easy to do in small pieces; targeted; branded advertisement big online now

Chas: tech issues can be solved relatively easy; hard qst is getting marketers comfortable; look at blogs that are doing things in media business, online, really well; higher loyalty than on tv etc; find publications that have tremendous audience affinities (turns out they're blogs)

Mark: CPA; b2b marketer can get to highly sophisticated, targeted markets now; whether its Google Adsense on an open one, marketers should be able to identify key blogs etc

Matt: experimentation is key; variety (of ads, how they're presented) makes a difference; allowing experimentation from publishers (e.g. bidding on adwords)

Mark: qst to Matt --> when will google open up the ad network (experiment)

Matt: it's definitely a priority; talks about resourcing; "freedom to tinker"

Jeff: serving up 4 times as much RSS as html; how to get money out of rss?

Dick: "we think we're fixing that"; circulation; rss as differentiated from the site --> rss feed users express explicit interest in the content site. eg a Mac site gets a very effective CPM on site, but in feed a very low CPM --> what will work for that audience is an ad for a Mac expo.

Jeff: all about relevance

Fred Wilson: reed's law (prof at MIT) --> each node becomes/forms its own network

Dick --> feeds into sell-side advertising a little bit. in a CPA world; other publishers can take that ad and use it. eg original advertiser gets a cut 3-4 rungs down the chain.

Ross Mayfield: cost per influence; social incentives for advertising are fucked up. "buyers will love this crap."

Jeff: publisher can take over the creative (eg Dell stuff he blogged about)

Audience qst: u can't let users create a brand (skeptical of value)

Jeff: brand is the trust.

Brian: buy-side data is very powerful info --> publisher doesn't have that

Jeff: why not open source that?

Brian: in CPM world, he's not going to let publishers know what kind of value it's being created... takes a crack at Apple market share as opposed to dell.

qst: user be more participatory; predictive analysis; how to give users an incentive?

Jeff et all: trust, transparency

Dick: advertising networks have to provide more value to publishers; eg aggregate stats that are valuable for everyone

Fred: privacy; real world thinks its creepy

Matt (google): opt-in eg to personalized search; different experimentation and networks (not just google); competition important (but he takes a swipe at Yahoo ads). If someone comes along and makes a better product than google adsense, that makes a better world. talks about ning.com and trying new solutions [experimentation is a big word in this workshop]

Brian: re relevance, onus on industry to educate people; next phase is brand phase and that's going to be more difficult.

Dick: re relevancy, it's hadr to separate out nefarious uses of such a technology; long time before it's introduced into rss (whether they want to hand over their 'attention'); eg amazon treasure box --> very scary thing for most people (how'd they know it was me); opting in.

Matt: adsense criticals: 1) network effect; 2) relevancy; 3) target the interest, not the user. value in serendipity. control to user (eg amazon opt out of interests)

qst: how to serve up ads that user doesn't know they're interested in?

Matt: networks; ton of room left for experimenting; lot of niches waiting to be explored

Brian: work to find better ways to measure brand.

qst: rich media ads

Dick: ads as content. eg podcast from digital photography company. eg bmw film stuff was first gen of that.

Lots of talk about video, tv, product placements.

qst: sponsorships around content vs advertising

Matt: eg lifehacker has a lot of commonality; disclosure really important (money is involved here, etc). lifehacker a good eg.

That's about it for this post. Will do other workshops and stuff over the next few days. Also have written notes to type and publish when I get time.