I spent yesterday at the Right Media Open event in Half Moon Bay at the Ritz Carlton Hotel.

Right Media assembled an impressive list of executives and innovators including John Battelle of Federated Media, David Rosenblatt of DoubleClick, Scott Howe of Microsoft, entrepreneur Steve Jenkins, Jonathan Shapiro of MediaWhiz, Ellen Siminoff of Efficient Frontiers, and Yahoo!’s own Bill Wise and the Right Media team including Pat McCarthy to name a few.

It was an intimate gathering of maybe 120 people.

Much of the dialog at the event revolved around ad exchange market dynamics and how ad networks differ from exchanges. DoubleClick’s Roseblatt described the 2 as analagous to stock exchanges and hedge funds…there are a few large exchanges where everyone can participate and then there are many specialized networks that serve a particular market or customer segment. That seemed to resonate with people.

The day opened with a very candid dialog between Jerry Yang and IAB President Randall Rothenberg where Jerry talked about his approach to refocusing the company and his experiences at Yahoo! to date.

Battelle’s panel later in the afternoon was very engaging, as well. The respective leaders of the ad technology divisions at Yahoo! (Mike Walrath of Right Media), Miscrosoft (Scott Howe of Drivepm and Atlas) and Google (David Rosenblatt of DoubleClick) shared the stage and took questions from John who, as usual, didn’t hold back.

The panelists seemed to have similar approaches to the exchange market, though it seems clear that Right Media has a more mature approach, ironically due in large part to the company’s youth. Microsoft was touting its technology “arsenal”. And DoubleClick wasn’t afraid to admit that they were still testing the waters.

I also learned about an interesting market of middlemen that I didn’t know existed. For example, I spoke with a guy from a company called exeLate that serves as a user behavior data provider between a publisher and an exchange.

There were also ad services providers like Text Link Ads and publishers like Jim Mansfield’s PhoneZoo all discussing the tricky aspects of managing the mixture of inventory, rates and yield, relationships with ad networks, and the advantages of using exchanges.

I’ve been mostly out of touch with the ad technology world for too long.

Our advanced advertising technology experiments at InfoWorld such as behavioral targeting with Tacoda, O & O contextual targeting services like CheckM8, our own RSS advertising, lead generation and rich media experiences were under development about 3 years ago now.

This event was a great way to reacquaint myself with what’s going on out in the market starting at the top from the strategic business perspective. I knew ad exchanges were going to be hot when I learned about Right Media a year ago, but I’m even more bullish on the concept now.

I was able to contribute a quote to a BusinessWeek.com story by Catherine Holahan on changes happening at Yahoo!. Unfortunately, she also quotes from a really old blog post of mine (July 2006) which feels like a lifetime ago, but she gets the point right that things have improved here:

“Yahoo: Bringing Geeky Back“:

“Business is anything but usual under cofounder Yang, who’s trying to return Yahoo to its roots as a technology company … Matt McAlister, director of Yahoo’s Developer Network, said in an e-mail that he’s “never been more optimistic about the future of the company,” thanks in large part to these developer initiatives. “I think Yahoo is focusing on the right things and moving in a very positive direction,” he added. “

She talks a little about the ways the company is opening up, and she’s right that the developer initiatives are really coming along at Yahoo! (despite kind of getting open API thing wrong…API’s != “source codes“).

It feels like the beginning of something good here at Yahoo!.

Even after seeing Hack Day work internally a bunch of times and now twice in the open format with external developers I’m still amazed every time. There’s something magical about the event.

Yes, ok, obviously, if you attract a bunch of creative people, give them the right kind of stage to express themselves and an audience of peers to listen to them then you are going to be surprised one way or another. And if you add some rules that make it feel like a game, then the competitive spirit will naturally motivate people to reach further.

It seems obvious now, but it amazes me all the same. I’ve never really experienced anything quite like it in the workplace.

In many ways, the experience both as a host and as a participant at the event feels similar to the intensity and even panic you get working at a startup that suddenly feels like it’s turning the corner. Everyone is operating at full speed. You know you’re on to something hot. But you have no idea what will happen next…and you’re pretty sure that you will fail if you stop running at full speed.

It’s also a little bit like the mid point in the sport season when you’re on a team that might actually win the championship this year. You know you can do something great, but you have to focus and make it happen. Intuition takes control of every decision. There’s no time for analysis.

One of the powerful lessons of Buddhism is the idea of letting go of the things we want to control. It’s incredibly difficult to throw an event where the outcome is so completely unknown. I can’t tell you how much time and energy we spend trying to remove all the rules and controls and precedents that come with being at a high profile company like Yahoo! in order to run Hack Day the right way.

Asking people to understand the event without experiencing it is a tall order. There’s always a “this will never work” look on their faces while you tell them that we invite a bunch of people over to build stuff. And then comes the panic while the actual hacking phase of the event silences the socializing aspect from earlier in the day. It can be uncomfortable hosting a party for a bunch of people who aren’t talking to each other.

This long quiet period carries on into the night, essentially a hum of keyboards banging away and murmers amongst team members, where you start to wonder if any of the hacks will be any good or if there will be enough to present or if anybody even cares. Part of you also knows the magic is happening right now…brains are crackling and the creative fire is blazing amongst these people who are intently focused on their computer screens.

The demos are a good indicator of the success of the event, but reading the follow up posts out in the blogosphere brings it home for us as hosts. Like the bride and groom after a wedding, we’re never totally sure how well the event went until people tell us. Here are some of my favorite quotes about Hack Day London:

Josh Clark: Lightning! Blimps! Submarines! And, um, Machine Tags!
The event was thoroughly engaging and altogether humbling. The amount of know-how, creativity and sheer geekery in the room was overwhelming. It’s just plain exciting to be part of a profession and community whose frontiers are expanding so fast.

Neil Ford
All in all, it was a fantastic, if tiring, two days. The total number of hacks presented at the end was 73, all of which were of a superb standard. I think it was impossible to leave the event uninspired.

Ryan Morrison: Land of the Living
I loved the event, I had one of the best times of my life and it’s re-inspired my love of getting down and dirty with code.

It’s incredibly gratifying to know that people enjoy the event as much as we enjoy putting it on. It isn’t an easy event to run, and knowing that people get something real out of it makes it all worth it.

If you were there at Alexandra Palace at Hack Day, we would love to hear what you’d like to see next time. We’re always looking to improve it. We’re watching the blogosphere, so post away, or feel free to comment.

Photo: Andy Piper

I’m heading back home from Hack Day London tomorrow. What a spectacular event.

I did my best to capture the behind-the-scenes action this time, as I think the Hack Day event process itself is really interesting, too. Of course, sharing the day-to-day work would be frightengly boring, but you can at least get a sense of what happens the day or so before Hack Day starts in this video here:

What’s easy to forget is that the event process itself is treated like a hack. We break the rules. We invent on the fly. We don’t know if it will work.

Anyhow, there’s more to come, I’m sure.

(Apologies for the horrible editing in this video…it’s my own hack contribution…unpolished, experimental, and a little bit broken.)

This event should be really good. I’ve been working with the local Yahoo! team in London and their partner BBC Backstage to keep the spirit of the original Open Hack Day alive, and I think the teams there have done that and raised the game significantly. If you are in Europe and oversee Internet developers, then you need to get your guys to this event.

Event organizer Tom Coates posted some thoughts on why this event is so great and what happens there:

“It’s a two day event, starting first thing on Saturday morning and running through to Sunday evening. We’ll have a whole bunch of speakers from Flickr, Yahoo! and the BBC to start us off. We’ll have food—mostly flat—to meet the dedicated needs of our guests. There may be booze. I’m not telling. If you want, you can stay awake all night or crash out in a corner in a sleeping bag. The only requirement or restriction (except for the legal ones, which you should probably read) is that you come to the event and try and build something, ideally using some of the stuff that all the organisations hosting the event have to offer. Did I mention it was free?”

More details on hackday.org.

UPDATE: Here are a few mentions about the event, so far:

Matt Cashmore, event producer on BBC’s Backstage team
Ian Forrester, also a member of the Backstage team

links to hackday.org

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