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Web 2.0 Workshops will take place on Wednesday, October 5 2005. Click here for the complete schedule.

Sesssions in iCal.Sessions in iCalendar Format (More info)

Morning Workshops | Afternoon Workshops

Please Note: Program content subject to change.

Wednesday Morning Workshops

Applications 2.0: AJAX and Beyond (The Business Case)
Peter Merholz, Director of Practice Development, Adaptive Path
Joe Chung, Co-founder, Art Technology Group, Inc.
Jesse James Garrett, Director of User Experience Strategy, Adaptive Path
Evan Goldberg, Founder, Chief Technology Officer and Chairman of the Board, NetSuite
Peter Kaminski, CTO & Co-founder, Socialtext, Inc.
Time: 8:30am - 9:45am
Location: Olympic

As the state of Web 2.0 matures, its technological underpinnings become less important. Instead, the primary questions are, "What can I do in Web 2.0? How can I support a business?"

In this workshop, Jesse James Garrett and Peter Merholz of Adaptive Path will curate a series of applications built on solid Web 2.0 principles. In discussions with the applications' creators, they'll probe the challenges of development, the benefits to the users, and the business cases that make this all viable. With its underlying philosophy of openness and relinquishing control, developing Web 2.0 applications are less about tight plans and roadmaps, and more about corralling a disparate set of technologies and potential uses. How does a business take advantage of AJAX, APIs, the "architecture of participation," and other components in the Web 2.0 stew?

Building a Developer EcoSystem (Sponsored by MSN Search)
Bubba Murarka, Lead Program Manager, MSN Search
Time: 8:30am - 9:45am
Location: Franciscan III

Come hear from MSN Search on the importance of building relationships with developers and why web platforms are essential to growing critical mass online. This session will touch on commercial and non-commercial use of APIs (Application Program Interfaces) and how opening them up to third party developers can help create an ecosystem around your web properties like no other.

VC 2.0: An Entrepreneur's Market?
Fred Wilson, Union Square Ventures
Paul Graham, Partner, Y Combinator
Steve Jurvetson, Managing Director, Draper Fisher Jurvetson
Ross Mayfield, CEO, Social Text
Time: 8:30am - 9:45am
Location: Franciscan I

What's in a Tag?
Joshua Schachter, Director of Engineering, Yahoo!
Tantek Çelik, Chief Technologist, Technorati
Caterina Fake, Vice President, Yahoo!
Tony Stubblebine, Lead Software Engineer, Crowdvine
Jeffrey Veen, UX Manager for Content, Collaboration, and Community, Google, Inc.
Time: 8:30am - 9:45am
Location: Franciscan II

What is tagging? Find out why tagging represents a shift in the way users are remembering, sharing and discovering content on the Internet. Joshua and his panelists will discuss how user generated information is helping to organize what the world thinks is important.

CANCELED: From Community to Commerce: The Arrival of Podcasting (Sponsored by Outcast Communications)
Ron Bloom, CEO and Co-founder, PodShow
Time: 9:45am - 11:00am
Location: Franciscan II

Every community starts with an individual. In the case of podcasting, ten million individuals have already tuned in to what the community has to offer. With podcasting only in existence for just over a year, the next great medium has arrived faster than anyone anticipated. So why do media companies care so much?

In short, podcasting has created an explosion of multimedia advertising inventory. Advertisers and media companies alike are enthusiastic about a new form of advertising that opens up unlimited possibilities with respect to reach, frequency, and target marketing.

At the same time, podcasters and listeners still get to experience their information and their entertainment on their terms. With winners on both sides of the equation, who's to say this isn't the first great media breakthrough of the 21st century?

Identity 2.0: Identity Protocols, Today and Tomorrow (Sponsored by Sxip Identity)
Dick Hardt, Founder and CEO, Sxip Identity
Time: 9:45am - 11:00am
Location: Franciscan I

With the increasing emergence of on-demand applications that rely on the simple and secure distribution of user data over the Internet, current federated identity models do not scale to meet these new business requirements. This interactive workshop explores a different model, Identity 2.0, that places users at the center of their identity transactions, instead of requiring them to rely on directory-centered, siloed identity management.

This model will be discussed in the context of past, present, and future IdM protocols. Hardt will start by establishing a definition of digital identity and examine how identity information is currently stored and transported on the Web. Then he'll review the lessons learned from the successes and failures of past identity protocol implementations.

Hardt will also look ahead to impending digital identity development needs, the evolution of standards and protocols, and realistic expectations for Identity 2.0 in the near and distant future. This will be a lively debate!

Open Source Infrastructure
Marc Canter, CEO, Broadband Mechanics
Tantek Çelik, Chief Technologist, Technorati
Brian Dear, Founder and CEO, EVDB, Inc.
Matt Mullenweg, Founder, CNET Networks
Toni Schneider, CEO, Automattic Inc.
Time: 9:45am - 11:00am
Location: Olympic

Open APIs and standards are quickly becoming the infrastructure of Web 2.0. But these standards are moving beyond the scope of just large players like Yahoo! or Amazon. Open standards are now the differentiating factor for leadership, allowing small startups to contribute significant functionality to a growing world of interconnected applications and services. This vision of a mesh-like Web 2.0 is driving their energy and business models.

This workshop will review many of the leading standards and present those leaders in an interactive format so that new standards, functionality and potential can be discussed in an open manner. Panelists will present their technical standards, while also discussing the ramifications of what happens when these standards go viral and trickle down the pyramid to the mainstream. More specifically:

The world of micro-content will be discussed both from a "microformats" worldview, as well as a "structured blogging" perspective.

Open Media will be a general theme, and tagging will be discussed as well as how tagging fits in and drives ALL of these standards.

Advanced services such as pinging and aggregating will be discussed as well as new eco-systems (such as Events or Reviews) and what happens when trends are combined together--like social networking and blogging (a la Y! 360 or GoingOn.)

Finally, discussions will be geared towards whether or not non-profit organizations are the right vehicle for organizing and establishing standards (as opposed to a free and open marketplace) and what is the future of open source infrastructure and what audience participants can do to contribute to this open movement.

Search by Another Name: New Ideas in Search
John Battelle, Program Chair, Web 2.0 Summit; Chairman & Publisher, Federated Media Publishing
Paul Forster, CEO and Co-founder, Indeed
Rahul Lahiri, Vice President of Search Product Management, Ask Jeeves
Michael Tanne, Founder and CEO, Wink
Bob Wyman, CTO and Co-founder, PubSub
Time: 9:45am - 11:00am
Location: Franciscan III

We all know that the major search players--Yahoo!, Google, Microsoft--have the lion's share of the search traffic and revenue. But out at the edges, innovation is thriving. In this workshop, we'll hear from a sampling of search innovators who are roughing out new approaches in the search marketplace. Participants include Ask Jeeves, PubSub, Machine Phase, and Indeed, among others.

Web 2.0 Ad Models: A New Approach to Marketing?
Jeff Jarvis, President & Creative Director, Advance.net
Dick Costolo, CEO, Feedburner
Matt Cutts, Software Engineer, Google
Chas Edwards, Publisher & Chief Revenue Officer, Federated Media Publishing
Brian McAndrews, Senior Vice President, Advertiser Publisher Solutions Group, Microsoft
Mark Pincus, Founder, tribe.net
Time: 11:15am - 12:30pm
Location: Franciscan I

Strategic Blogging: Avoiding Death by Opinion (Sponsored by Fenwick & West)
Time: 11:15am - 12:30pm
Location: Franciscan III

Additional speakers
Shawna M. Swanson, Attorney, Fenwick & West
Matt Kesner, CTO, Fenwick & West

The phenomenal popularity of blogs raises important business and legal questions for employers. During this workshop, Fenwick & West attorney Shawna M. Swanson and the firm's chief technology officer, Matt Kesner, will discuss the questions below that currently confront employers, as well as certain technical aspects of blogs, including the ability of IT professionals to unearth content from outdated blogs. All attendees will receive Fenwick & West's model policy on blogs.

Can companies whose employees post personal blogs prohibit employees from:

  • Discussing the company?
  • Discussing certain information about the company?
  • Disparaging the company?

    Are company-sponsored blogs a corporate liability waiting to happen?

    Should employers micro-manage the manner in which employees use company-sponsored blogs?

    Must human resources representatives include "develop and implement blog policy" on their ever-lengthening "to do" list?

    What liability might the employer face when its employees post objectionable material to a blog?

    What policies should companies develop to address blog usage at work?

    What are the other critical electronic communications issues, and what pro-active strategies can protect companies and their executives from liability?

    Video 2.0: When and How Will It Come?
    Mary Hodder, CEO, Dabble
    Josh Felser, CEO, Grouper Networks
    Bradley Horowitz, VP Yahoo! Product Strategy Group, Yahoo!
    Dmitry Shapiro, CEO, Veoh Networks
    Time: 11:15am - 12:30pm
    Location: Franciscan II

    Video online is rife with barriers for users and service makers alike. While higher bandwidth and cheap storage make digital online media easier, there are still lots of barriers. Access to archives and new video, copyright and licensing, difficulties with search, formats and standardization, and the user nightmare of uploading to the web. Users are remixing each other's work as well as top down content in the grey area of 'fair use.' And users are shooting everything with small mobile devices.

    What are the challenges, what's working and what needs immediate fixing? What is interesting that's coming soon, and what are users doing that we didn't expect?

    We will look at these issues in an interactive audience discussion remix, to get closer to what Video 2.0 will look like: an on demand, rich media world online where it's not just creators and consumers, but enthusiasts and remixers, all of whom will add to both the business models of content producers and tool makers, and the enjoyment of those who view rich media.

    Marketing to a New Generation -- The "Echo Boomers" (Sponsored by Akamai)
    Lisa Arthur, Chief Marketing Officer, Akamai
    Time: 11:15am - 12:30pm
    Location: Olympic

    Additional panelists:
    Dave Williams, Chief Marketing Officer & General Manager of AtomShockwave.com
    Katie Burke Mitic, Vice President of Marketing, Zazzle.com
    Chip Russo, Regional Vice President, PointRoll
    Jonathan Steuer, Technology/Consumer Electonics VP, Comsumer Strategist, Iconoculture

    Meet the "Echo Boomers," the first generation to grow up immersed in a digital- and Internet-driven world. There are 80 million of them and they are intensely focused on all things digital, mobile, personal and virtual. In this workshop, Akamai Chief Marketing Officer Lisa Arthur details how enterprises require a unique digital operating environment to effectively do business online in today's "Demand Economy," where the consumers are taking control and forcing companies to rethink their business models and their go-to-market strategies. Attendees will learn about best practices and success stories of leading-edge firms who have had to make big decisions about their approach to their Web sites, the priorities they set, the innovations they introduced, and the new technologies they have adopted such as Flash Video to engage more deeply with their site visitors. They will learn about the struggles between marketing and IT to accomplish their business objectives via their externally facing online presence. The world has shifted and the economic, social and cultural impact is being felt right now. The emerging market spurred by the young, tech-savvy, Web-immersed "Echo Boomers" has arrived. Find out how you can engage this new breed of Internet "Power Users."

  • Wednesday Afternoon Workshops

    What's New in the Search Ecosystem: Users, Publishers, and Advertisers (Sponsored by Yahoo!)
    Time: 1:30pm - 2:45pm
    Location: Franciscan I

    David Madelorot, VP Search Content, Yahoo! Search
    Will Johnson, VP & GM, Yahoo! Publisher Network Online
    Anne Frisbie, Sr. Director of Category Search Marketing, Yahoo!

    With several innovative product launches this year, Yahoo! has firmly established itself as a leader in search. Offerings that include My Web 2.0, Yahoo! Search for Creative Commons, Yahoo! Search Subscriptions, the Yahoo! Publisher Network and Y!Q demonstrate Yahoo! is thinking creatively while keeping its user, publisher, and advertiser constituents top of mind. In this workshop, you will hear from a panel of Yahoo! experts who will explore Yahoo!'s strategy for making information available to its users as well as its plans to extend its distribution network to help small and medium-sized publishers enhance their own web sites with Yahoo! advertising and content. You'll also hear how many advertisers are increasingly leveraging the power of search to improve their branding efforts and cross channel integration.

    AttentionTrust: First Board Meeting and Discusssion (Open to All)
    Steve Gillmor, President, AttentionTrust.org
    Hank Barry, Partner, Hummer Winblad
    Seth Goldstein, CEO, SocialMedia.com
    Time: 1:30pm - 2:30pm
    Location: Franciscan II

    Attention is the substance of focus. It registers your interests by indicating choice for certain things and choice against other things. Any time you pay attention to something (and any time you ignore something), data is created. That data has value, but only if it's gathered, measured, and analyzed. Right now, you generally lack the ability to capture that data for yourself, so you can't benefit from it. But what if you could? And what if you could share your data with other people who were also capturing their own data, or if you could exchange your data for something of value with companies and other institutions that were interested in learning more about the things that interested you? You'd be in control--you would decide who has access to what data, as well as what you'd accept in exchange for access to your data.

    This Web 2.0 workshop will explore the definition of attention, the goals and principles of attentiontrust.org, and the creation and seeding of tools for the notification, preservation, and leveraging of attention metadata in the Web 2.0 marketplace. The session will also serve as a public forum for discussion of the first release of AT.EXT, a browser plug-in that will facilitate commercial attention services.

    Data on the Move (Sponsored by AT&T)
    Rich Cox, Member, AT&T Research Labs
    Time: 1:30pm - 2:45pm
    Location: Olympic

    Additional panelists:
    Mazin Gilbert, AT&T
    Suranga Chandratillake, Blinkx
    Usama Fayyad, Yahoo!
    Dave Sherfesse, Alexa

    The Internet is the world's largest source of information, offering data on nearly every topic imaginable. The challenge is to extract useful information from the constant and enormous daily flow--in essence, to do data mining on a moving target, "in flight" as it were.

    Web data comes in formats ranging from traditional fielded records, through text, speech, image, and video. The bulk of the data is referred to as "semi-structured" because it inherits the hypertext structure of the Web; organizationally, however, more often than not it is unstructured text.

    The magnitude and richness of this data offers a compelling target for data mining. One can derive information about nearly any subject or anyone. Companies involved in web-based commerce --virtually all businesses these days--present a tremendous volume of information about their products, services, and operations. More importantly, one also can learn a tremendous amount about individual web users.

    The researchers at AT&T Labs are now turning their data mining expertise to the challenges presented on the Web. AT&T's Daytona Database Management System is the largest known database in the world, with more than 100 terabytes of data and one trillion indexed records. For years, Daytona has been used to spot telephone calling card fraud in real time, and it is now being used in AT&T's Internet Protect service to analyze the 2,500 terabytes of IP traffic that flows over the company's backbone network every day to spot early signs of worm and virus attacks.

    AT&T will host a panel discussion with other industry experts on technologies and applications of data mining, presenting views from across the industry on the use of data available on the Web and data created by use of the Web.

    Launch Pad: A Dozen New Companies in One Sitting
    Time: 2:45pm - 4:15pm
    Location: Franciscan II

    One of the strengths of Web 2.0 is the startup--a new company that bursts onto the scene with an innovative and promising new technology or business model. More than sixty such companies petitioned the conference chair for the opportunity to launch their new product onstage at Web 2.0--so many, in fact, that we had to create an entirely new program element to contain them. Of course we couldn't accomodate everyone, but the most interesting of the bunch--thirteen in all--will be featured in this special Launch Pad Workshop, where entrepreneurs will debut their companies or launch new products. The Launch Pad will take place on the first day of the conference and is open to all attendees and press.

    Mash-ups 2.0: Where's the Business Model?
    Dave McClure, Entrepreneur & Startup Advisor, 500 Hats
    Jeffrey McManus, CEO, Approver.com
    Paul Rademacher, HousingMaps.com/Google
    Adam Trachtenberg, Senior Manager of Platform Evangelism, eBay
    Time: 2:45pm - 4:00pm
    Location: Olympic

    So you built a mashup, it's super-cool, and your site just got slashdotted -- but will it ever pay the rent?

    Since Google Maps debuted earlier this year, ‘mashups’ combining multiple web services have become the poster children for the Web 2.0 movement. However, while no doubt amazing, can sites like these that remix data from others ever be used to make money on their own? Join us for a tour of the latest Mashups hit parade, and a discussion of how mashup business models might attract commercially-minded developers with Web 2.0 aspirations. We'll discuss key technologies & services needed to implement mashups, and what business models could be used to generate revenue for their owners. Our panel will include popular mashup developers, as well as technology evangelists from platform companies like Yahoo, Google, and eBay offering mashup services.

    Click here for the complete schedule.

    Please Note: Program content subject to change.


    Ask Jeeves Inc.
    Joyent, Inc.
    Fenwick & West LLP
    Laszlo Systems
    Sxip Networks
    MSN Search
    AT&T - The world's networking  company

    Media Sponsors

    Open Source Technology Group (OSTG)
    I Want Media
    Fast Company
    boing boing
    Online Publishers Association

    Spnsor Opportunities

    Web 2.0 Sponsor Opportunities--Reach business leaders and technology influencers at the Web 2.0 conference. Call Amber Rattu at 415-905-2647, email or click here for more info.

    Press and Media

    For media-related inquiries, contact Ben Stricker: or Suzanne Axtell:

    Due to the overwhelming number of requests for press passes for the Web 2.0 Conference, press credentials for the conference are no longer available.

    Speaker Opportunities

    Speaking opportunities are by invitation only. Speaker suggestions can be forwarded to Vee McMillen at


    For registration questions, contact us at