09:00am - 10:00am: Session 1

·         Welcome & Opening Remarks: Ying Li, GM Research & Mining, Microsoft adCenter Labs, Redmond, WA.

·         09:00am - 09:20am: The Economics of Attention: Maximizing User Value in Information- Rich Environments, Bernardo Huberman, Fang Wu, HP Labs, CA.

·         09:20am - 09:40am: A Noisy Channel Approach to Contextual Advertising, Vanessa Murdock, Massimiliano Ciaramita, Vassilis Plachouras, Yahoo! Research, Barcelona.

·         09:40am - 10:00am: Sensitive Webpage Classification for Content Advertising, Xin Jin, Ying Li, Teresa Mah, Jie Tong, Microsoft adCenter Labs, Redmond, WA.

10:00am - 10:30am: Coffee Break

10:30am - 11:30am: Invited Talk

·         Social Challenges of Data Mining Practices in Advertising, Joseph Turow, Robert Lewis Shayon Professor of Communication at Penn's Annenberg School for Communication.

11:30am - 12:10pm: Session 2

·         11:30am - 11:50am: Pay-per-Action Model for Online Advertising, Mohammad Mahdian, Kerem Tomak, Yahoo! Research, CA.

·         11:50am - 12:10pm: More Bang for Their Bucks: Assessing New Features for Online Advertisers, Daryl Pregibon, Diane Lambert, Google Inc., New York, NY.

12:10pm - 14:00pm: Lunch

14:00pm - 15:00pm: Session 3

·         14:00pm - 14:20pm: Sentiment Classification with Interpolated Information Diffusion Kernels, Stephan Raaijmakers, TNO, The Netherlands.

·         14:20pm - 14:40pm: Extracting Opinion Topics for Chinese Opinions using Dependence Grammar, Guang Qiu, K. Liu, J. Bu, C. Chen, Z. Kang, Zhejiang University, China.

·         14:40pm - 15:00pm: Discovering Information Diffusion Paths from Blogosphere for Online Advertising, A. Stewart, L.Chen, R. Paiu, W. Nejdl, L3S, Germany.

15:00pm - 15:30pm: Coffee Break

15:30pm - 16:10pm: Session 4

·         15:30pm - 15:50pm: Finding Keyword from Online Broadcasting Content for Targeted Advertising, Hua Li, D. Zhang, J. Hu, H-.J. Zeng, Z. Chen, Microsoft Research Asia.

·         15:50pm - 16:10pm: From TV to Online Advertising: Recent Experience from the Spanish Media, Jorge Sueiras, Fausto Morales, Juan-Carlos Ibanez, Neo Metrics, Spain.

16:10pm - 16:30pm: Closing Remarks, Ying Li, GM Research & Mining, Microsoft adCenter Labs, Redmond, WA.

16:30pm - 17:00pm: Open Discussion