The Industry Review

Although I was not sure I’ll be attending ad:tech NY 2009 until the last moment (because of various family and personal illnesses), I’m certainly glad I did. Overall, I can say it was a blast! Bigger than the last conference I attended, Affiliate Summit East (ASE), but somehow less overwhelming too – perhaps because there were more companies that really did not relate to anything I am doing.

 
After thinking about this for a while, I’ve decided to break my ad:tech summary into three separate posts. One describing my personal experiences, the other describing a few companies I got a chance to talk to, and the last describing the (few) sessions I attended. This is a good point to mention that unlike in ASE, this time I came as press.

 


 

 
Where shall I begin? Ad:tech took place at the Javits conference center and was enormous. It took me about 15 minutes to just find where I can obtain my press badge. But it was well worth the effort, since after getting it, I saw the monstrous line for ‘standard’ passes – there must have been hundreds of people waiting in line!
 


 
Since this was the first time I came as press, I was very determined to do my job properly. About 1-2 weeks before the conference started, I started getting requests from companies to interview them. Since I got so many, I tried to only pick those that are relevant to me/my background in a way. Despite this filtering I must’ve set meetings with about 15 companies.

 
I started walking the exhibitor booths. The first person I bumped into was Eric Schechter, Clickbooth‘s Social Media Manager and a really great guy. I don’t know whether you’re familiar with Eric’s videos (here’s one for example), but he makes the most hilarious videos for Clickbooth. I politely asked him to participate in one of the videos and when he hesitated I resorted to begging. Hopefully I’ll participate in one of those – when crazy is required, I’m always the first to raise my hand ;).

 
Later I bumped into my ex-boss and CEO from 7 years ago (in my previous career as a technical lead/software architect, I created/redesigned almost all of the company’s products). Since both of us changed industries during this time, we were both quite shocked to see each other. Certainly a surreal experience for me. I also bumped into a friend I haven’t seen since 1992 (another surprising incident). Considering several friends of mine attended ad:tech and I didn’t see them even once since the place was so big, I consider the former occurrences one of those weird coincidences that occasionally happen.

 
Although I had a press pass and was really eager to attend some of the sessions, I spent the entire first day almost exclusively running from one meeting to another. Almost surprisingly, this was actually a lot of fun! My first instinct was to ‘pat myself on the shoulder’ for setting meetings with so many companies that are truly interesting and relevant for me, but after talking to several company executives, I realize that the filtering was mutual: it seems many – if not all – contacted me because my background was relevant to them. Most were familiar with my blog and background.

 
I’ll describe those companies in the next post.

 
Although I did get to attend a few sessions, I simply didn’t have enough time to attend as many as I wanted. Fortunately the third day consisted only of sessions, and most people were gone by then (no more exhibitors).

 
In addition I spent a lot of time talking to the various companies – there were just so many! Interesting how my focus changed in the past few months. In ASE I was primarily interesting in finding unique affiliate offers, so had a lot of conversations with both large and small affiliate networks. But now my hands are pretty full in this respect, so this time I was more interested in finding interesting/cheap/unique traffic sources, so primarily was talking to ad networks and other companies that offer equivalent services.

 
During the day I met many friends I know from the NY affilate meetups, from ASE as well as some of my affiliate managers from some networks that I have not met in person until now. It was great seeing Casan Van Langen, my affiliate manager from AzoogleAds, and finally meeting Melissa Emmett, my affiliate manager from MarketLeverage.

 
Also great to meet friends I know, such as Dina Riccobono (from MarketLeverage), Heather Smith, Miki Rapoport (see his picture below closing a 7 figure deal – a moment I was lucky to capture in real time), Ian Fernando, Ken Chen, Steve Fulop, and many more.

 


 
I also had a fantastic meeting with Richard Young (from Arcamax publishing). Just like the last time we have met, we had an absolutely great conversation. I wouldn’t have met him if it weren’t for the yacht party in ASE!

 
One fun thing about ad:tech was the Twitter board. There were a few of those, and they included tweets that mentioned the #adtechny hashtag. I think this was moderated, because I found myself talking to a guy next to it and neither of us saw our tweets on the board. Though eventually I did manage to get one in 😉

 


 


 

Parties

A major aspect of these conferences is the after hours parties. Irritatingly – but understandably – they all took place on the first day. I’ve been invited to six separate parties on Wednesday, and planned to attend three. Unfortunately, I forgot to RSVP one (Clickbooth’s). I went to Azoogleleads’ heaven and hell’s themed party which was awesome (and really embarrassed my wife when I wore the glowing red horns, unlike the standard ‘cloth’ ones, during the entire time. Hey, what’s wrong with some attention? :P). Unfortunately I can’t provide a picture (believe me, I want to!) because the photographer seems to have omitted it from his website, and did not respond to my email…

 


 
Later I went to the VIP Mix+Mingle event (organized by Advertise.com, Adknowledge and GenieKnows) – which was tons of fun as well. Still need to find my picture which was taken there somehow.

 
I felt kind of stupid when I saw Clickbooth’s party was right across the street from the VIP Mix+Mingle event, and I couldn’t go because I didn’t RSVP… Eric later chastised me for not calling him (I didn’t have his number!).. next time.

 
I also had to miss the BlogUp, an event organized on the second day that aimed bloggers to meet other bloggers – since by then I started feeling unwell again. Based on what I heard, it was a big success and a lot of fun.