Base.Camp Madrid Agenda

To learn more about the event, how to request your invitation, sponsorships, and more, please visit the full Base.Camp Madrid event page. We’re currently working to build out this agenda based on your feedback on what the most important topics need to be. The earlier you register for the event, the greater influence you can have on the conversations we’ll be having to drive our current work forward and define the future of what our industry will look like.

CHECK OUT THE FAMOUS TUESDAY AFTERNOON ACTIVITIES

Sunday, November 8, 2026

Session Time	Session Title	Session Description
3:00 p.m. to 6:00 p.m.	Arrival & Registration	Welcome to Base.Camp! Swing by, check in, and grab your swag and badge on your way up to your room.
5:00 p.m. to 6:00 p.m.	Spilling the Tea: First-Timers Welcome Meetup	Not everyone thrives in a big, loud crowd right away. “Spilling the Tea” is a smaller, more intentional gathering for first-time Base.Campers. This is a friendly space for you to meet people in a way that makes conversation easier and introductions feel natural. And one more thing, this particular meetup is alcohol-free by design. We’ll have non-alcoholic beer, juice, sodas, tea (of course), and plenty of conversation. Drinking has never been a prerequisite for belonging at Base.Camp. Come start slow. Leave feeling connected.
6:00 p.m. to 9:00 p.m.	Welcome Reception & Dinner	We’ll all come together for the first night, before a powerful week of collaboration and problem-solving kicks off.

Monday, November 9, 2026

Session Time	Session Title	Session Description
7:00 a.m. to 8:00 a.m.	Morning Run with Melissa	Join Melissa for a 3-5 mile run to get the day started off right. Walker are always welcome. This is a move-your-body experience for all levels.
8:00 a.m. to 9:00 a.m.	Breakfast	Enjoy a morning nosh (and perhaps a few cups of coffee or tea), to charge up for your first full day. And don’t forget to catch up with your new friends from the first night together.
9:00 a.m. to 9:15 a.m.	Welcome & Assigned Table Mixing	Rob will officially kick off Base.Camp Madrid, reveal the first blazer, and help you get settled for our morning together. We’ve got something special planned for you. Rob Beeler, CEO + Founder, Beeler.Tech
9:15 a.m. to 10:00 a.m.	Inside the AI Bubble: What Publishers Aren’t Being Told	Parmy Olson has spent years inside the rooms where frontier AI labs make their biggest calls, from Anthropic’s boardroom to DeepMind’s founding years. In this session, she unpacks why OpenAI shelved both Sora and its erotic chatbot to chase enterprise sales, why Anthropic still won’t touch ads, and what publishers should read into these companies’ next moves. Publishers will leave with a clearer read on which AI labs are stable long-term partners versus which are still improvising, and where the commercial pressure on those labs is likely to show up next in deals, data licensing, or ad products. Parmy Olson, Bloomberg Tech Columnist & Author
10:00 a.m. to 10:20 a.m.	Morning Coffee & Networking Break	Check your email, grab a snack, and say a few quick hellos before we take off for a packed morning of problem-solving and collaboration.
10:20 a.m. to 11:20 a.m.		Breakouts #1
	Inside the AI Bubble – Breakout with Parmy Olson	Want to dive deeper into the AI Bubble discussion? Join Parmy Olson after the opening keynote for this smaller room, working session. This isn’t another lecturing experience, this is a conversation you will help drive. Parmy Olson, Bloomberg Tech Columnist & Author
	Utility and Service Publishers	There are sites people visit where they seek specific answers, rather than a story: weather, travel, reference materials, tools. Traditionally, those queries would bring them to your site. Now, they can get the answers to those queries from AI-driven search experiences without them ever having to engage with your site directly. So we want to know, what has changed in your traffic, and what are you building for the visits you keep?
	Hiring Sellers Again	Everyone says direct is coming back, but not everyone is staffing like it. This is the same question as the programmatic room, from the other side: does direct grow from here and, if you believe it does, what are you doing about it? Bring your headcount plan, not your forecast. We will talk about what you are building, what you gave up on, and who is actually selling.
	The Programmatic Ceiling	Agentic buying is arriving with a promise that sounds a lot like direct: agents talking to agents, deals running inside your own ad server, less of the stack in between. So does programmatic grow from here, or has it hit its ceiling and started handing the premium end back? Everyone in the room says their number, what share of revenue is programmatic today, and what they think it is in 2028. Then we work out why the answers differ.
11:20 a.m. to 11:35 a.m.	Break & Head to Your Next Session	Hydrate, check in with your people, and head over to your next breakout session.
11:35 a.m. to 12:35 p.m.		Breakouts #2
	Is Programmatic Too American?	The plumbing was built somewhere else. The SSPs, the DSPs, the standards, the pricing conventions, and now the agentic protocols are all designed around a US market and then exported. Local demand does not flow through it well. Local buyers are not on it. What have you had to work around, what have you built yourself, and what would a version designed here actually look like?
	Video & CTV	This is for publishers running a video business inside a larger one, and for the ones where video is the business. We’ll discuss what’s working, what it costs to run, and where the demand is actually coming from.
	AI for a Team of One	We’re not talking about ad spend, folks. This conversation is about headcount, vendors, tooling, and what you cut to fund the thing you actually want to build… right at a moment when nobody’s forecast is holding.
	How Revenue Streams Need to Work Together	Most publishers are adding a second and third line to a business that still rests on selling their own impressions. What does each new line cost you in headcount, sales attention, and technology, and what does it take from the others? This is a conversation about the whole mix rather than any one part of it.
12:35 p.m. to 1:35 p.m	It’s Lunch Time	You’ve made it to the halfway point of day one. Celebrate with delicious food, new contacts, and the exchange of fresh ideas before an equally exciting afternoon.
1:35 p.m. to 1:50 p.m	The Proposal Sessions: How This Works	Rob sets up the proposal format before the first round: what a proposal is, what makes a good one, and how the rooms will run over the next two days. Rob Beeler, CEO + Founder, Beeler.Tech
1:50 p.m. to 2:30 p.m	Publisher Proposals, Round 1	In this 40-minute round, the publishers will host, and the room comes to them. Rob Beeler, CEO + Founder, Beeler.Tech
2:30 p.m. to 3:10 p.m	VIP Proposals, Round 1	In this 40-minute round, VIP hosts will each run a table, with publishers in rotation. Rob Beeler, CEO + Founder, Beeler.Tech
3:10 p.m to 3:40 p.m	Coffee Break & Head to Your Next Session	Grab a spot of caffeine, check back with the office, and then head off to your next session.
3:40 p.m to 4:30 p.m		Breakouts #3
	AI Ops	This is the process and organisation version of the AI conversation, for teams running AI across an ad operation rather than experimenting at the edges. We’ll cover what actually changed in the workflow, who does the work now, what got automated, and what quietly did not.
	Commercial Data: What It Means	Everyone says they are a data business. Far fewer can say what their commercial data is actually for, who uses it, and what it earns. This is a working conversation about what publishers hold, how it gets packaged, and where it stops being useful.
	Sports & Gaming	This conversation is for publishers built around a specific audience they are working to monetize, including sports, esports, gaming, betting media. We’ll talk about what that audience makes possible, what it rules out, and what you have tried that a general news publisher never would.
	Trusted Server	This is a collaborative working session on trusted server: what it is meant to solve, where it stands, and what it would ask of a publisher to adopt.
4:30 p.m to 4:35 p.m	Transition Break	Join us back in the main room where we’re recap the day and discuss where we’re heading to next.
4:35 p.m. to 5:00p.m.	Closing For The Day!	We’ll come together before dinner to put a cap on a busy day. What did we learn? What’s still up for debate? And where are we heading tomorrow?
6:45 p.m. to 10:15 p.m.	A Fiery Spanish Affair at Flamenco de Leones	Set beside the iconic Puerta de Alcalá, Flamenco de Leones is the city’s premier modern tablao… but this is far more than dinner. We’ll begin in a beautifully appointed private space with an avant-garde Spanish tasting menu that takes traditional flavors in unexpected directions, paired throughout the evening with premium local wines. Then, as the final plates are cleared, the entire mood shifts. The lights dim. The haunting voice of a solitary singer cuts through the room. And just feet from your table, the rapid-fire rhythm of world-class flamenco dancers takes over. What follows is raw, visceral, and impossible to experience from a distance, with every stomp, turn, clap, and note unfolding right in front of you. Dress code: Bring the drama. Think classic black, deep red, and chic evening attire with as much flair as you dare. Leave the casual sightseeing gear at the hotel.

Tuesday, November 10, 2026

Session Time	Session Title	Session Description
8:00 a.m. to 9:00 a.m.	Rise & Shine for Breakfast	Gear up for another exciting day at Base.Camp with a full breakfast and another chance to connect with friends, new and old.
9:00 a.m. to 9:45 a.m.	Tuesday Keynote: Stay Tuned	The grand reveal of our Tuesday morning speaker is coming soon.
9:45 a.m. to 9:55 a.m.	Transition Break	You have time for a quick refresher and a stretch, the morning is just beginning.
9:55 a.m. to 10:35 a.m.	Publisher Proposals, Round 2	In this 40-minute round, the publishers will host, and the room comes to them. Rob Beeler, CEO + Founder, Beeler.Tech
10:35 a.m. to 10:55 a.m.	Coffee Break	Grab a coffee and prepare for the next round.
10:55 a.m. to 11:30 a.m.	VIP Proposals, Round 2	In this 40-minute round, VIP hosts will each run a table, with publishers in rotation. Rob Beeler, CEO + Founder, Beeler.Tech
11:30 a.m. to 11:40 p.m.	Coffee Break	Celebrate the end of a powerful set of collaborative sessions with a short break.
11:40 p.m. to 12:00 p.m.	Debrief: What Traveled?	After four rounds of proposals across two days, we now have everyone in the room. What actually traveled from one table to another, and what people are taking home?
12:00 p.m. to 1:00 p.m.	Lunch	You’ve made it to the summit of day two. Enjoy a well-earned lunch with new connections.
12:30 p.m. to 5:00 p.m.	Tuesday Activities	During our famous Tuesday Base.Camp excursions, we set aside our big discussions to do the equally essential work of coming together as a true community of humans who share common goals. If you ask anyone who’s attended a Base.Camp before, they’ll be the first to tell you that these are where some of the most valuable memories are made, new relationships are forged, and existing bonds are strengthened, making up the foundation of the work we must accomplish as a whole. Learn more about Madrid’s Tuesday Activities here.
6:45 p.m. to 10:45 p.m.	Feast, Spectacle & Strikes at SLVJ Madrid	For our final night together, we’re taking over SLVJ Madrid. The setting is lush, extravagant, and wildly theatrical, with exotic architecture surrounding us as we settle in for a feast of world-class Japanese fusion. As the night deepens, the DJ turns up the heat and SLVJ comes alive around us. Dazzling dancers and spontaneous live performances erupt throughout the dining room, turning an incredible meal into a full-blown, high-octane celebration without ever asking you to leave your table. To close the evening, we’ll head downstairs to SLVJ’s exclusive underground bowling alley for our own VIP after-party, where neon-lit lanes, craft cocktails, and some very high-energy competition will keep the night going. The dress code? Dress like the elite of Madrid’s nightlife are watching. This is the night to go big with sharp blazers, stylish dresses, polished shoes, and fashion-forward looks made for the city’s elite party scene. Leave the athletic wear, casual gym sneakers, and torn jeans at the hotel.

Wednesday, November 11, 2026

Session Time	Session Title	Session Description
8:00 a.m. to 9:00 a.m.	It’s Time for Breakfast	It’s our last morning at Base.Camp. Enjoy filling breakfast before the day begins. We’d wager you have a lot of memories to share from last night over coffee.
9:00 a.m. to 10:20 a.m.	Collective Action: From Traffic Loss to Our Next Move (Part 1)	Traffic is down, and no one is coming to fix it for us. So we’re spending our final morning together figuring out what publishers can actually do about it. We’ll start with what people in this room have already tried, what worked, what didn’t, and where there may be opportunities others haven’t considered. Everyone will contribute their own answers, we’ll put them in front of the room, challenge them, and narrow the conversation to the ideas worth pursuing. This isn’t another discussion about what publishers should be doing. It’s about what this group has learned from actually doing the work, and what we can learn from each other. Rob Beeler, Founder and CEO, Beeler.Tech
10:20 a.m. to 10:45 a.m.	Coffee Break	Fuel up before the next session. Your time at Base.Camp isn’t over just yet.
10:45 a.m. to 11:45 a.m.	Collective Action: From Traffic Loss to Our Next Move (Part 2)	Now, we’ll take the strongest ideas that emerged from the room and bring them closer to home. Which of these actions could you personally move forward, and what’s actually standing in your way? We’ll put those barriers in front of the room too, using the experience around us to unpack what’s getting in the way and what it might take to move through it. Then we’ll close by turning the conversation into a commitment: one thing you’re going to do, when you’re going to do it, and someone else in the room who knows you said you would.
11:45 a.m. to 12:00 p.m.	Closing Remarks	It’s the bittersweet moment we’ve all been dreading: Base.Camp Madrid is now coming to a close. What did we learn? What are we taking with us? And where will we go next? Rob will bring us together one last time to answer those questions.
12:00 p.m. to 1:00 p.m.	Our Last Lunch Together	We wouldn’t recommend traveling on an empty stomach. Catch up with your new friends, share ideas, and take time to talk about what we can all accomplish together. (Just don’t talk with your mouth full.)