Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Building Blocks 2008 Wednesday, August 6th 12:30 PM – 1:45 PM Track II: The Advertising & Commerce Platform Advertising Accountability: Metrics and Analytics around Video, Social Media, P2P and User Generated Media With advertising and the new technologies grabbing an ever greater share of the total advertising dollar, the need for accountability is greater now than ever. Data can be interpreted in any number of ways, drawing any number of conclusions, some proving to be on target, others leading to shaky investment of time, energy and useful results. The good news is that the ability to understand the metrics and analytics being applied to the new technologies - broadband, UGM, Social Networks, P2P and mobile – are beginning to show results. In this session, we will take a look at the latest techniques and question the assumptions that underpin advertising in the new medias. Michael Pond, Senior Media Analyst, Nielsen Online Jane Felice, Senior Client Service Director, Media and Entertainment, comScore Alan Osetek, Executive Vice President, Sales and Marketing, Visual IQ Ryan Burke, Director, Compete, Inc. Patrick Morris, Business Development, Swarmcast Kyle Mashima, Vice President, Strategic Development, Visible Measures Bill Tancer, GM, Global Research, Hitwise Tim Davis, Principal, Deloitte & Touche LLP, Moderator Michael Pond, Senior Media Analyst, Nielsen Online: Michael Pond is a senior media analyst at Nielsen Online where he works with top-tier media and entertainment clients to implement custom research projects and provide insight into the results. He leverages Nielsen Online audience measurement data sources to help publishers maximize advertising revenue potential, create differentiation in the marketplace and gain audience share. Through tools measuring Consumer Generated Media, Mr. Pond also assists clients in understanding the impact of social media. Prior to working at Nielsen Online, Mr. Pond was the manager of media and advertising services at CNF, a leading supply-chain management company, supporting the global and domestic marketing efforts of its subsidiaries. He also held media planning positions with several advertising agencies, where he created media solutions for Dell, Fujitsu, and other technology companies. As a Nielsen Online media analyst, Mr. Pond also provides industry insight to the press, including recent citations in The Wall Street Journal, The New York Times, Forbes.com and The Washington Times. Mr. Pond holds a bachelor’s degree in Communications from California State University, Fullerton. Jane Felice, Senior Client Service Director, Media & Entertainment, comScore, Inc.: Jane Felice currently manages and develops key client relationships, delivering marketing insights with a team of analysts to comScore clients in the media, technology, and entertainment industries. Prior to joining comScore, she was at Microsoft TV for almost eight years in various roles – consumer research, product marketing and development, strategic marketing, and developing / implementing licensing programs for Microsoft’s largest enterprise clients. After completing her B.S. in Marketing, she began her career selling advertising at McGraw-Hill and The Wall Street Journal, and then went on to market, sell, and implement intranet / internet news deployments for Reuters New Media. Ms. Felice has a deep understanding of the online and offline trends and technologies in the converging areas of media, technology, and the internet, for both the enterprise and consumers. Alan Osetek, Executive Vice President, Sales & Marketing, Visual, IQ: Alan was formally the Executive Vice President of Isobar, one of the worlds leading digital agency networks. He is a serial entrepreneur with 15 years experience in early stage agencies and emerging media firms in the digital and direct marketing industries. In his previous role at Isobar, his responsibilities include global business development, corporate development, cross unit integration, and client services. Over the last several years, Alan has been responsible for global business development and client services in the North American region. He was also responsible for the growing the global business development and client opportunities in the North American regional and global categories. Prior to the global business development and client services role, Alan was responsible for organically building or acquiring new service offerings for the Isobar network including CRM, search engine marketing, affiliate marketing and web development capabilities. Alan spearheaded the acquisition and integration of two digital marketing firms: Molecular and iProspect. These respective technology consulting and search engine marketing agencies were integrated into the Isobar holding company at the direction and guidance of Alan. Prior to joining Isobar, Alan was the President/Founder of the digital marketing agency Vizium. In 2001, he successfully sold the firm to Aegis plc (parent company of Isobar), the 6th largest agency holding company in the world. Alan is an Economics graduate of Skidmore College and received his Master degree in Business from Babson College. Patrick Morris, “Business Development – West Coast”, Swarmcast: Patrick leads the West Coast Business Development efforts at Swarmcast, a service provider that transforms the Internet into a reliable medium for the delivery of HD video, live video streaming and accelerated downloads, all while minimizing bandwidth costs. Patrick previously led the market-winning digital entertainment efforts for Best Buy, where he was Senior Director of Digital Strategy and the first Merchant for the Digital retail category. His prior experience includes roles initiating new digital ventures for Idealab, the first Internet business incubator, and launching an IPTV entrepreneurial venture serving Western video content to customers throughout China. Prior to that he spent time as a Management Consultant focused on eCommerce clients with Deloitte Consulting in New York City. Patrick holds an MBA from the UCLA Anderson School of Management Timothy R. Davis, Principal, Enterprise Risk Services, Deloitte & Touche LLP: Tim has 17 years experience with Deloitte & Touche in the areas of Assurance, Risk Management and Corporate Governance at a range of multi-national clients based in the USA, Europe, and Southern Africa. During that time he has had a particular focus on software and internet clients. He has significant SOX 404 experience and he has also led a number of SAS 70’s and other similar attestation projects around internet based applications, such as internet advertising, electronic bill pay and presentment, and web based authentication models. He is an advisor to the Deloitte Internet Affinity Group which is an internal forum for practitioners focused on serving Internet based companies. Tim is a member of the Interactive Advertising Bureau (IAB) and is working on the IAB’s task force to define click and audience measurement standards for the industry. He is also involved in writing publications and organizing industry events with our national high tech industry group. Kyle Mashima, vice president, strategic development, Visible Measures: Kyle Mashima is vice president of strategic development at Visible Measures. Prior to joining Visible Measures, Kyle co-founded online slideshow company FilmLoop which was sold to Fabrik Inc. in 2007. Previously, Kyle served in a number of executive positions at Adobe Systems, including vice president of corporate development and general manager of consumer software. While at Adobe, Kyle was responsible for the creation of PhotoDeluxe, the first easy-to-use photo editing application. Kyle has also held senior positions at Apple and Claris. (Insert personal detail.) Kyle earned his undergraduate degree in mechanical engineering and his MBA from Stanford University. Bill Tancer, GM, Global Research, Hitwise: Bill Tancer is the General Manager, Global Research at Hitwise: Bill brings 12+ years of marketing, market research and corporate strategy experience to Hitwise. As the GM for Global Research, he provides cutting-edge research and insight into online consumer behavior and the application of online competitive intelligence. Bill’s analysis of the online landscape has been quoted extensively in the press, including the Wall Street Journal, New York Times, USA Today and Business Week. Bill is a frequent guest on CNBC, and has been interviewed on MSNBC, NPR, CNN Radio and CBS Radio. In addition to speaking at keynote events, Bill is the author of a weekly online column for TIME, “The Science of Search.” He was also named Television Week’s “12 to Watch” for 2008 and is currently on the advisory board for the PEW Internet and American Life Project. Prior to joining Hitwise, Bill has led market research and strategy teams at LookSmart, Zaplet, NBC Internet and Pacific Bell. Bill has also covered the Internet sector for Gartner Group as a senior technology marketplace consultant. Bill has a Bachelor of Science degree from the University of Florida in Quantitative Management and a Juris Doctorate degree from the Walter F. George School of Law, Mercer University. Ryan Burke, Director, Compete, Inc.: Over the past decade, Ryan has worked with telecommunications and media companies helping them optimize their customer acquisition, conversion and retention initiatives driven through the online channel. One of the founding members of the practice, Ryan builds and manages client relationships and partnerships with wireless and handset providers, MVNOs, online agents and companies offering bundled voice, wireless, data, internet and entertainment services. Prior to joining Compete, Ryan was a senior associate at the digital strategy consulting firm Mainspring, where he focused on developing business from technology and media companies seeking to leverage the online channel. Prior to Mainspring, Ryan worked for Goldman Sachs in their private client services group. Ryan holds a BA from Boston College