Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Building Blocks 2008 Thursday, August 7th 12:50 PM – 2:00 PM Track IV: Technology Redefining the Future The Performance-Based Advertising System – Technology Redefining Advertising Platforms II As tens of millions of technology users each day communicate via computer, TV or mobile platform, a world of preferences – information willingly provided by the consumer to an institution – their likes and dislikes, from personal buying habits to everyday routines are being assimilated into a greater system of commerce and information. For advertisers and information providers, this information is not only vital to the customer experience, in time, it will be assumed to be a basic feature of that relationship. The consumer will demand the performance that a knowledge based advertising and commerce system will provide. We are now only at the beginning of the trial and error process in providing a “performance-based” system that not only serves the advertiser, but more importantly, serves the consumer. As technology platforms and software improve, both parties to the information experience, the provider and the consumer will ultimately be better satisfied. Payam Zamani, Chairman and CEO, Reply! Inc. Moataz Rashad, Founder & CEO, VuFind Bhaskar Ballapragada, CTO, AdOn Network Claudio Marcus, Executive Vice President, Visible World Inc. Jack Hallahan, VP of Advertising & Branding, MobiTV Vivek Veeraraghavan, founder & CEO, AdBidCentral Donald A. Jasko, Chief Executive Officer, Digital Economics, Moderator Payam Zamani, Chairman and CEO, Reply! Inc.: A pioneer in performance-based marketing, Payam Zamani was co-founder of the first online car buying service, Autoweb.com. Created in 1994, Autoweb had a market cap of more than $500 million when Zamani left the company in 1999. He went on to found Reply.com in 2001, and is now spearheading a revolution in online lead generation. With Reply.com, Zamani created a network of thousands of local service professionals providing free-of-charge services to consumers in the following industries: residential real estate; automotive; home improvement; moving services; insurance; and loans. In Q2 2007, Reply! recognized the need to change the process by which leads are generated: Lead buyers needed more control, the opportunity to segment their buys and optimize what worked. They needed to finally stop spending valuable marketing dollars that didn’t generate results. Under Zamani’s leadership, in April 2008 Reply! launched a platform that offers a true alternative to paid search advertising by delivering performance-based marketing that works and is easy-to-use. His is a vision of an online world in which the uncertainty and unnecessary expense of the pay-per-click model is replaced with quality leads available when, where, and at whatever price the lead buyer wants. Zamani’s extensive experience managing companies, building management teams, developing viable business models, raising capital, and creating strategic relationships has culminated in bringing this new lead platform to fruition. He is a graduate of the University of California, Davis, as well as Stanford University's Executive Leadership Program. Bhaskar Ballapragada, CTO, AdOn Network: Mr. Ballapragada is responsible for AdOn Network's overall software and hardware needs, including programming, design and architecture, research and development. His engineering background spans over 15 years across diverse and cutting-edge industries. Prior to AdOn Network, Mr. Ballapragada held senior engineering positions at Damon S. Williams Associates and Environmental Technology International, Ltd., both prominent environmental engineering firms, where he focused on process engineering design and software modeling. Mr. Ballapragada has a Bachelor of Technology in Chemical Engineering from the Indian Institute of Technology in Bombay, a Masters of Science in Environmental Engineering from Vanderbilt University, a PhD in Environmental Engineering from the University of Washington in Seattle and an MBA from Kellogg Graduate School of Management at Northwestern University. Mr. Ballapragada is a Member of the Arizona Technology Council and is a Member of the Board of Directors of the Environmental Protection Research Foundation, an organization recognized by the United Nations Development Program. Mr. Ballapragada has published several papers in peer-reviewed journals related to process engineering and is a speaker at international conferences. Claudio Marcus, Executive Vice President, Visible World Inc.: Claudio Marcus is an acknowledged thought leader and an experienced speaker on the subject of technology-enabled marketing. He has delivered more than forty presentations in forums ranging from dozens to thousands of attendees, including trade conferences, senior executive summits and Webcasts. Among Claudio’s more renowned speaking engagements are: The Conference Board’s Annual Integrated Marketing Conference, Gartner Symposium, Gartner CRM Summit, Institute for the Study of Business Markets Annual Conference, Kellogg School of Management Integrated Marketing Communications Strategy Executive Program, Inc. Magazine’s High-Return Marketing Strategies conference, and the National Center for Database Marketing conference. Claudio is Executive Vice President of Market Development at Visible World Inc., the leading provider of technology, tools and services that enable the creation, production and delivery of dynamically customized TV advertising. Prior to joining Visible World, Claudio was vice president and research area leader for technology-enabled marketing at Gartner, the world’s leading information technology research and advisory services firm. In addition to his experience as a leading industry analyst, Claudio has worked with world renowned brands as a marketing executive, a database marketing consultant and an advertising agency executive. Claudio has also published numerous influential research reports on the subject of technology-enabled marketing, and has taught courses, published articles and a book on the subject of database marketing. Claudio earned a bachelor’s degree in liberal arts and sciences from the University of Illinois and a master’s degree from Northwestern University’s Kellogg Graduate School of Management. Vivek Veeraraghavan, Founder & CEO, AdBidCentral Inc.: AdBidCentral Inc. is a company pioneering a futures marketplace platform for the buying and selling of premium display advertising. Founded in late 2006 and officially launched in October 2007, AdBidCentral has over 1 billion monthly premium display impressions across brand name properties, many ranked in the top 100 of comScore ratings. Vivek has lived, worked and schooled on 3 continents and pursued his interest in the media and communications sector from a variety of operational, strategic and financial vantage points. His career experiences span strategic sales roles focused on media and communications enterprise clients at Siebel Systems and Oracle, where his account coverage included Yahoo!, EchoStar and Directv, as well as investment banking where, as the regional media sector analyst for the global equities desk at ABN-Amro, he led trading and research coverage for South African media and telecommunications equities listed on the London and Johannesburg exchanges. Vivek graduated in Electrical and Electronics Engineering from the University of Cape Town, South Africa, (Summa Cum Laude) and has an MBA from The Wharton School. Jack Hallahan, Vice President, Advertising and Brand Partnerships, MobiTV: Jack brings to MobiTV twenty years marketing insight, offering senior level brand development expertise. Mixing traditional and new media experience in website development, advertising and integrated marketing, Jack has helped build brands including TiVo, Apple, Mattel, CNNSI, and Chevron. As Vice President, Advertising and Brand Partnerships for MobiTV, he is focused on creating a diverse client portfolio in Retail, Consumer Goods, Automotive, and Entertainment. Prior experience as Managing Director Wirestone and Vice President at AKQA Advertising includes multi-channel marketing for Visa USA, LucasArts, Macy’s, Nike, and Williams-Sonoma. Jack developed his advertising sales career in New York helping launch Men’s Health Magazine after managing Fortune 500 clients for Sports Illustrated. Advertising, media and marketing strategy form the foundation of his agency experience at Chiat/Day and Young & Rubicam, where he began his career on Madison Avenue after graduating from Villanova University. Jack lives in Orinda, California, with his wife Lisa and their three children. Moataz Rashad, Founder & CEO, VuFind Inc.: VuFind is a video and image cataloging and search engine that eliminates the need for manual tagging enabling intelligent efficient access to the video web. VuFind looks inside the videos and identifies objects, logos, concepts and faces and generates tags accordingly to make the videos efficiently search-able. Moataz has over 17 years of experience in innovating and leading successful products and IP for the Video, Imaging, VOIP, DSP, and Wireless communications markets. His work experience includes Mips, Silicon Graphics, TRW, Exponential, Samsung, Rockwell/Mindspeed, and Olympus. Throughout his career, Moataz has been an entrepreneur—even when he was managing large teams at Fortune 500 companies. He also led the technology investment strategy at a Dubai technology park where he was in charge of building alliances between Silicon Valley VCs, and regional investment institutions. Prior to founding VuFind, Moataz was Co-Founder & CEO of Magicvision-- a technology and management consulting firm in Silicon Valley. Moataz started his career as a database programmer at ABB in London at age 18. Moataz is the originator and recipient of 19 issued patents in multimedia architectures and algorithms, and parallel computing. Moataz was a PhD student at Stanford from 1993--1996 where he worked on concurrent event-based transaction processing systems and languages. Moataz holds an MSEE from Stanford's Computer Systems Lab, and an MS in Computer Science from University of Oregon with focus in distributed computing, and a BS with Distinction and Honors in Computer Science from Alexandria University. Donald A. Jasko, Chief Executive Officer of Digital Economics: Don is an attorney by training. But he has, for the past twenty years, focused his energies on the economic, technological and rights management issues involved in the licensing of copyrighted content. From 1981 through 1997 Don served in various management positions at the American Society of Composers, Authors and Publishers (ASCAP), in which he was instrumental in transforming the process by which performance rights in musical compositions are licensed for television broadcast. He was a key participant in the complex music industry negotiations which culminated in the new "per program" license, as well as the development of the process by which music performance and pricing data are exchanged electronically between performing rights organizations and television broadcasters. Don was also instrumental in the development of the infrastructure that supports the direct and source licensing of performance rights in musical compositions. He testified in a number of legal trials, including the "Buffalo Broadcasting" rate proceeding in Federal District Court for the Southern District of New York. He also represented ASCAP on panels at numerous national conferences. In 1997 Don resigned from ASCAP to found the content management consultancy that is now Digital Economics. As Chief Executive Officer of Digital Economics, he has consulted with numerous clients that create, produce, distribute and transmit copyrighted content. In 1998 Digital Economics initiated a consulting relationship by which it advised Solana Technology Development on the development of its digital audio watermark technology as a content identification tool for the music and entertainment industries. Don soon became a major catalyst in the merger of Solana with Aris Technologies, thereby creating Verance Corporation. Don joined Verance in 2000, with key product management, marketing, business affairs, and sales responsibilities in the music and entertainment sectors. During his tenure he led the design of Verance's ConfirMedia™ watermark content identification products so that they address the needs of music writers, publishers, recording artists and record labels. In addition, Don strategized the design and introduction of software applications that would leverage the value of ConfirMedia watermark content identification products for advertisers, program producers, and broadcast and cable networks. He also strategized the innovative web portal and data report licenses that form the basis of Verance's relationships with its advertising, music and programming clients, and played a key role in forging international joint ventures. Don also represented Verance in numerous public appearances before representatives of the music and entertainment communities. He returned to the leadership of Digital Economics in October 2001.