Base.Camp La Jolla Agenda
To learn more about the event, how to request your invitation, sponsorships, and more, please visit the full Base.Camp La Jolla 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 ACTIVITIESSunday, October 4, 2026
| Session Time | Session Title | Session Description |
|---|---|---|
| 3:00 p.m. to 6:00 p.m. | Arrival & Registration | Swing by, 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 simply 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 | We’ll all come together for the first night, before a powerful week of collaboration and problem-solving kicks off. |
Monday, October 5, 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. Walkers, of course, are always welcome. |
| 8:00 a.m. to 9:00 a.m. | Breakfast Time! Come and Get It! | Grab your coffee, your consciousness, and maybe a croissant (or three). It’s time to start the day. |
| 9:00 a.m. to 9:25 a.m. | The Opening | We’ll all come together for the first night, before a powerful week of collaboration and problem-solving kicks off. Rob Beeler, CEO + Founder, Beeler.Tech |
| 9:25 a.m. to 10:30 a.m. | Your Second Audience | We’re doing something special for our first morning together — an interactive session led by Joanna Bloor. Joanna’s premise is simple: You’re talked about far more often than you’re talked to. Decisions about deals, promotions, partnerships, and ideas often happen when you’re somewhere else. She calls the people having those conversations your “second audience.” You’ll have an assigned seat, two rounds of conversation, and a new table for each round, so who you meet isn’t left to chance. Both rounds are hands-on, because Joanna isn’t joining us to give a lecture. Instead, she’ll put us to work and let us find the paths forward ourselves. When we asked Joanna if there’s anything she’d like folks to know, she said: “Tell them to get ready to get a little uncomfortable.” So, there’s your warning. But we all know uncomfortable conversations are where real change becomes possible. Joanna Bloor, Potentialist |
| 10:30 a.m. to 11:00 a.m. | Meet People Break | Stretch your legs, hydrate, briefly question your sanity, and get moving to your next session. |
| 11:00 a.m. to 11:50 a.m. | Your Second Audience, Part II | Part two of our interactive morning with Potentialist Joanna Bloor. |
| 11:50 a.m. to 12:00 p.m. | Closing the Morning | Let’s come back together to talk about what we learned through this experience. What surprised you? What do you see differently now? Rob Beeler, CEO + Founder, Beeler.Tech |
| 12:00 p.m. to 1:00 p.m. | It’s Lunch Time, Folks! | Grab a bite, meet someone new, swap big ideas. |
| 1:00 p.m. to 1:40 p.m | The Bubble Doesn’t Pop. It Flattens. | Al Letson is a journalist, screenwriter, and performer. He has watched trend after trend in content and advertising run red hot and then go cold. His answer has never been to tie everything he has to the trend. He looks instead at what will last and what is coming next. Al tells his story, then gets into why this country keeps swinging between extremes and how you stay steady while it does. Al Letson, Host, The Center for Investigative Reporting Rob Beeler, CEO + Founder, Beeler.Tech |
| 1:40 p.m. to 1:50 p.m | Get Moving to Your Next Session | Your first set of breakouts await! |
| 1:50 p.m. to 2:35 p.m | Breakouts #1 | |
| Is Our Signal to the Buy Side Any Clearer? | In what world does someone selling a product not know what a potential buyer sees or knows about their product? Or how they decide whether to buy or not? Only our programmatic world. In this session, we’re going to talk about what steps need to be taken to correct this disconnect. Jana Meron, Principal + Founder, AdTech Therapist, Lioness Strategies LLC | |
| From Orders to Insights | As products, teams, processes, and commercial priorities evolve, order management systems must evolve with them. The next evolution is moving beyond processing orders to improving the next pitch, plan, price, or inventory decision. What’s holding you back? Dan Calamai, Managing Partner, Sangora | |
| Keep Doing the Work You Love | Al’s keynote makes the case that bubbles flatten rather than pop, and the people who last diversified before they had to. So where are your opportunities for diversification, and what would you have to start now before the Great Flattening arrives? Bring your ideas, and Al will work with you on them. Al Letson, Host, The Center for Investigative Reporting | |
| How Are You Figuring Out Your Team’s Budget for Next Year? | 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. Lauren Winter, Head of Operations, Advertising, Vox Media Amanda Gomez, SVP, Revenue Operations, New York Post | |
| 2:35 p.m. to 3:05 p.m | Meet (More) People Break | Chat up neighbors, grab a snack, and pretend to check emails. Then, off you go! |
| 3:05 p.m. to 3:50 p.m | Breakouts #2 | |
| Which Revenue Strategies Are Actually Complementary? | Subscriptions, data, licensing, commerce, events, and the mix of ad types on your own site… each one produces something the next one can use. For example, event attendance can become an audience segment you can target on the website. Come find the combinations you already have the pieces for. Lauren DiGirolamo, Executive Director, Commercial Operations, MDCALC Grant Whitmore, SVP, Ad Tech + Programmatic Revenue, Advance Local | |
| In-App Monetization: What’s Actually Working | We’re talking about bid dynamics, SDK complexity, video, and how far Prebid effort gets you inside an app. If you’re in it, you know. If you’re thinking about launching an app, you’ll want to know. Catherine Beattie, Director of Programmatic, WeatherBug Adam Sadur, VP of App Monetization, People Inc. | |
| What’s Moving to the CDN? | Blocking, bot management, ads.txt delivery, and now ad serving are all shifting to the edge, with IAB Tech Lab in the middle of it. What’s running at your edge today, what’s next, and who owns it in your org? Jaydon Peters, Director of Engineering – Ad Experience, The New York Times | |
| No Buzzwords: Prepping for an Agentic Advertising World | We know AI will change how advertising gets bought. But this is not a conversation about which standard or which company wins. It’s about what publishers have to get right either way. Stephenetta (Isis) Harmon, Head of Tech Ops, Mirror Digital Anne Thiel, Sr. Director, Advertising & Revenue Operations, Cox Automotive | |
| 3:50 p.m. to 4:00 p.m | Hustle to Your Next Session | Shake it out, grab some water, contemplate your existence, and then off you go to the next session. |
| 4:00 p.m. to 4:45 p.m | Breakouts #3 | |
| We’re in This Boat Together | Publishers and ad tech companies are both under pressure, and the reflex on both sides is to protect margin and say less. But in this session, we’re going to resist that reflex. Because we need to talk about how we can work more closely together so we all win — which is possible in this room because nobody is pitching. Ryan McConaghy, VP of Global Monetization Strategy, Condé Nast | |
| Remember the News? | Of course, we remember. This is a room of people still fighting to keep it alive, comparing what’s actually working as search traffic goes and what they’d do differently if they had a chance to go back and rewrite the past two years. Kevin Antoine, Head of Digital Inventory, Graham Media Group David Rowley, Global VP of Revenue Technology, News Corp | |
| Ad Ops Is Changing. How Are You Changing Your Org? | Publishers have to change, and ad ops can either be changed or be part of doing the changing. Everything will be on the table in this conversation: team structure, what you stopped doing, what you took on, and how you made the case upstairs. Shama Shirodkar, Director of Ad Operations, The Weather Company Kevin Loren Smith, VP of Ad Operations, Formedics | |
| What Do Rate Cards and Price Floors Look Like in 2027? | No, we’re not talking about the rates, we’re talking about the strategies that go behind them. Are we moving to dynamic direct sold rate cards? How would that work? Do price floors work the same in an agentic advertising ecosystem? Yes, there may be more questions than answers, but you’re the right person to help figure this out. Bridget Wall, Senior Director, Pricing & Yield, Hearst Magazines Mark Obermoller, VP, Programmatic Strategy and Yield, Ziff Davis | |
| 5:30 p.m. to 10:30 p.m. | Surf’s Up! at Pacific Beach’s Iconic WaterBar | Hang Ten! We’re throwing our own private surf party at WaterBar in Pacific Beach, Beeler.Tech style! Perched right on the bustling boardwalk, WaterBar gives us a front-row seat to everything people come to San Diego for: crashing Pacific surf, the legendary Crystal Pier, ocean air pouring through the open venue, and a sunset that fully intends to show off. The party starts at golden hour, when the floor-to-ceiling windows light up and the whole place turns into one giant Pacific Beach postcard. You’ll grab a tropical craft cocktail from the expansive centerpiece bar, load up on fresh coastal bites, and catch up with friends while the sun drops behind the ocean. We’ll then trade sunset drinks for dancing and keep the party going into the night, with the San Diego nightlife buzzing around us. And yes, there’s a dress code: go full surfer, dude! Break out your vintage Hawaiian shirts, classic boardshorts, retro wetsuit jackets, puka shell necklaces, and flip-flops. The more convincingly you look like you wandered in after catching a wave, the better. |
Tuesday, October 6, 2026
| Session Time | Session Title | Session Description |
|---|---|---|
| 8:00 a.m. to 9:00 a.m. | Rise & Shine, It’s Breakfast Time! | Grab more coffee, regain consciousness, and maybe go for a parfait instead of a croissant this time. (Just kidding, have the croissant.) Let’s do this again. |
| 9:00 a.m. to 9:25 a.m. | Opening: Reflect on Monday, Plan for Today | We’re back for another day. We’ll recap the hivemind goodness that came out of day one and talk about how to make the most of day two. Rob Beeler, CEO + Founder, Beeler.Tech |
| 9:25 a.m. to 10:10 a.m. | The Future of Media Is Closer to Home | In this fireside conversation, Rob Beeler sits down with Claire Johnson, CEO of San Diego Magazine, to explore why local media may be better positioned for a future shaped by technology, scale, and an increasing hunger for real connection. Claire will share her journey from corporate media to leading a regional publication, along with what that shift has taught her about leadership, evolving the local media business model, and creating stronger connections between people, businesses, organizations, and the place they call home. Together, Claire and Rob will discuss the role local media can play in creating context, building trust, and fostering a deeper sense of belonging. They’ll also explore the advantage local media holds in an AI-driven world: AI can generate information about a city, but it can’t experience one. Local media (and the humans behind it) can, giving it an advantage technology can’t replicate. Claire Johnson, CEO, San Diego Magazine & Here We Are Studios Rob Beeler, CEO + Founder, Beeler.Tech |
| 10:10 a.m. to 10:55 a.m. | Your Second Audience, Part III | It’s time for round three, because the most important decisions about you and your ideas are going to be made in rooms you’re not in. Rob Beeler, CEO + Founder, Beeler.Tech |
| 10:55 a.m. to 11:15 a.m. | Morning Networking Break | Stretch your legs, hydrate, and prepare for the final round of Your Second Audience. |
| 11:15 a.m. to 11:55 a.m. | Your Second Audience, Part IV | Are you ready for the final round of second audience? Rob Beeler, CEO + Founder, Beeler.Tech |
| 11:55 a.m. to 12:00 p.m. | Closing the Morning | Let’s come back together to talk about what we learned from this experience. Were there any big surprises? What will you change about what you do going forward? |
| 12:00 p.m. to 1:00 p.m. | The Lunch Lady Cometh! | Fill your plate, find your people, and fuel up for a Tuesday afternoon you’ll never forget. |
| 1:00 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 La Jolla’s Tuesday Activities here. |
| 7:00 p.m. to 10:00 p.m. | Yacht Rock After Dark | For our final night together, we’re traveling back in time to a sun-drenched 1970s marina, where the champagne stays chilled, the saxophone solos never quit, and smooth sailing is the only thing on the agenda. The soundtrack is pure Yacht Rock: Steely Dan, Kenny Loggins, Toto, Michael McDonald, and all the ultra-smooth soft rock your evening can handle. You’ll mingle, sway, and eventually boogie your way through a night dedicated to easy listening, smooth sailing, and the gloriously over-the-top coastal luxury of the era. The dress code? Hall & Oates proud. This is your Yacht Rock cue to go big with crisp white pants, breezy nautical dresses, striped sweaters, classic boat shoes, and the iconic captain’s hat. Think less “subtle nod to the theme,” more “I may own a yacht and definitely know a guy named Skip.” |
Wednesday, October 7, 2026
| Session Time | Session Title | Session Description |
|---|---|---|
| 8:00 a.m. to 9:00 a.m. | Breakfast O’Clock | It’s our final morning together — let’s drown our sorrows in coffee, eggs, and maybe a muffin or five. |
| 9:00 a.m. to 9:15 a.m. | Setting Up the Morning | We’re back for another day. We’ll recap the hivemind goodness that came out of day one and talk about how to make the most Wednesday morning is where you decide which conversations deserve more time. Rob Beeler, Founder and CEO, Beeler.Tech |
| 9:15 a.m. to 9:25 a.m. | Transition | Let’s move, folks! We’ve got a busy morning ahead. |
| 9:25 a.m. to 10:15 a.m. | Working Rooms (Part I) | For our final morning, we’re doing something new called Working Rooms. During this collaborative problem-solving session (broken up into two parts), you’ll spend your time in one of three dedicated tracks: programmatic, AI, or people. And instead of us deciding ahead of time exactly what you should be talking about, you’ll help set the agenda. Your group will start by putting the questions and problems you want to tackle on the table. Together, you’ll prioritize the list and start working through it, with moderation support to keep the conversation moving and focused on what matters most to the group. Patrick McCarthy, SVP of Programmatic Monetization, People Inc. (programmatic leader) Evan Thor, VP of Revenue Operations, TextNow (AI leader) Leeanne McElligott, Sr. Director of Ad Systems & Operations, PGA Tour (people leader) Melissa Chapman, COO, Beeler.Tech (people leader) |
| 10:15 a.m. to 10:45 a.m. | Break & Hotel Check-Out | Spend time with your friends, new and old. Frantically track down rogue chargers that have escaped your grasp. Test the limits of the expansion capabilities of your suitcase. But be quick, we’ve got a few more goodies in store before you go. |
| 10:45 a.m. to 11:35 a.m. | Working Rooms (Part II) | After the break, you’ll return to the same working track and pick up where you left off. With the group’s priorities already set, you’ll have more time to dig into the issues at the top of the list, compare how others are approaching them, and work through as much as time allows. We may not get to cover everything, but you’ll get to spend this time digging into the discussions your group decided were worth having. Patrick McCarthy, SVP of Programmatic Monetization, People Inc. (programmatic leader) Evan Thor, VP of Revenue Operations, TextNow (AI leader) Leeanne McElligott, Sr. Director of Ad Systems & Operations, PGA Tour (people leader) Melissa Chapman, COO, Beeler.Tech (people leader) |
| 11:35 a.m. to 11:45 a.m. | Transition | Head back to the main room for the final time. Let’s wrap this puppy up! |
| 11:45 a.m. to 12:15 p.m. | The Room You Weren’t In | We covered a lot of ground over the past few days. Let’s talk about what we accomplished together. Even in the rooms we weren’t in. Rob Beeler, Founder + CEO, Beeler.Tech |
| 12:15 p.m. to 1:15 p.m. | Last Lunch with All Your New Friends | You can’t travel on an empty stomach. Plus, you’ve made some great connections over the past few days. Catch up, share ideas, and take time to talk about what we can all accomplish together. (Just don’t talk with your mouth full.) |