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Digital Hollywood, October 27-30, 2008
Thursday, October 30th
12:50 PM - 2:00 PM
Track III:
Social Networks - The Future of Advertising, Marketing HyperTargeting & HyperSelecting - Search, Content and Aggregation
As the technology is refined and the networks become more powerful, the customer experience will become richer, in accessing content and information, locating and interacting in communities of ideas as well as being served more relevant commerce and advertising information. As the consumer pursues his/her areas of interest, joining and interacting in communities, content and advertising partners must respond in kind, by giving the consumer only the data that is relevant. As the mobile, computer and TV platforms become more elegant, both physically as well as in its software and operating system capabilities, the world of hypertageting and hyperselecting – from both the client and server sides will deliver a more satisfactory and sophisticated experience.
Satya Patel, Principal, Battery Ventures
Lauren Bigelow, General Manager, North America, WeeWorld
Rebecca Weeks, Director of Business Development, Real Girls Media
Larisa Hall, VP Marketing,
Kevin Barenblat, co-founder, [context]
Joseph Dumont, Managing Partner, Questus
Gregory Kennedy, Global Creative Director, LiveJournal
Brian Solis, Principal of FutureWorks, Moderator

Satya Patel, Principal, Battery Ventures, Moderator: Satya joined Battery in 2007 and focuses on the software, consumer Internet and digital media markets. He is on the board of Freewheel Media and Lotame, and is actively involved with Bazaarvoice. Prior to Battery, Satya spent several years at Google, most recently as Senior Product Manager. At Google, he helped to build the AdSense business through various partner development and product management activities. Before Google, Satya was a Senior Product Manager at DoubleClick, leading the company’s efforts in the search marketing business. Satya also worked on various product and operational initiatives for the DART adserving platform. Earlier in his career, Satya was a Senior Associate at Impact Venture Partners, an early stage firm based in New York, where he focused on investments in the Internet software, services and media markets. Satya began his venture capital career at Geocapital Partners, a trans-Atlantic technology venture capital firm. Satya also worked for Monitor Company, the strategy consulting firm founded by Michael Porter, as a strategy consultant in its New York office. Satya is the co-inventor of 13 pending patents related to online advertising. He graduated from the University of Pennsylvania with a BS in Finance from the Wharton School and a BA in Psychology from the College of Arts & Sciences.

Rebecca Weeks, Director of Business Development, Real Girls Media Network, Inc.: Rebecca is known as one of the top influencers and thought leaders in the interactive media industry. She is the director of business development at Real Girls Media Network, Inc., where she leads content acquisition and partnership development in an effort to build the leading online destinations for women. She currently sits on the Boards of the San Francisco Bay Area Interactive Group (, the Los Angeles Advertising Club ( and the Las Vegas Interactive Marketing Association ( She also consults for venture capital firms making digital media investments. Previously, she was content director at iMedia Communications (, the premier publisher and events producer for digital marketing and media professionals. She also contributed over 40 articles on trends and best practices in the interactive media industry. Prior to iMedia, Rebecca directed business development for The Brand Architect Group, a strategic marketing consultancy that translated business goals into brand action programs for clients such as Toyota, The Sports Authority, 7-Eleven, Vespa, and Wolfgang Puck. Prior to that, she worked as an investment banking analyst at Robertson Stephens, where she analyzed and forecasted revenues of emerging markets and industries including media, entertainment, telecommunications and technology. As a commerce major at the University of Virginia’s McIntire School, Rebecca played varsity tennis on scholarship and graduated fifth in her class.

Lauren Bigelow, General Manager and Senior Vice President of Marketing, WeeWorld Inc., has extensive experience pioneering interactive media companies that push online content, self-expression and marketing to the next level. From mobile and Web-based models, to virtual worlds and social networking communities, Lauren has a proven track record in emerging technology and currently leads WeeWorld’s North American growth strategy, as well as product management and marketing worldwide. Lauren has held executive positions at search portals (Lycos/AltaVista) and emerging technology companies such as Mobot (mobile picture recognition) and SkyGo (mobile advertising, now part of Enpocket/Nokia). Honored as one of the “Top 25 Most Wired Women in Boston,” Lauren also regularly provides insight at industry events including Digital Hollywood, SXSW, OMMA, Virtual Worlds Conference and Web 2.0.

Joseph Dumont is a Partner at Questus. His primary responsibilities are to pursue, and grow key client and partner relationships at Questus while elevating awareness about the agency. With his deep understanding of management, technology, and business methodology Joseph plays a critical role in helping to realize the overall vision of Questus. Joseph is currently working with many industry leading brands such as Verizon, Capital One,, Disney, and ABC. Prior to Questus Joseph was the Managing Partner and Corporate Vice President of Birdsall Interactive, Inc. a California based interactive Marketing Agency. While there Joseph led new business development and management of clients like Hitachi, PeopleSoft, Palm, Cisco, and Sony Electronics. Throughout his career, Joseph served as Director of Internet Practices for Bowne & Co., as President of ADR Advisors, inc., and as Director of Litigation Management in the San Francisco office of Merrill Corporation.

Gregory Kennedy brings over a decade of multidisciplinary design and creative experience to LiveJournal where he is currently the Global Creative Director. Previously he was Creative Director for Cyworld USA a popular social networking platform from S. Korea. Kennedy has also held advertising, design or account leadership roles for clients and employers including Millions of Us, Scion, Nike, Kodak, Estee Lauder, IBM, Cingular Wireless, and The Walt Disney Company. He started his career at the highly regarded New York City design shop Oven Digital, where he pioneered the use of rich media, including flash and streaming video on the web. Kennedy has been the recipient of many advertising and design awards including, two Gold Pencils. He also was a guest of the French Government and presenter at the first International Festival of Film and Internet in Lille, France.

Kevin Barenblat is co-founder and CEO of Context Optional, the leading provider of scalable solutions for brand marketing across social networks. Context Optional offers a full suite of social marketing services including social media ad buys and optimization, licensed branded applications, brand page management and promotion, and custom viral application development. Context has delivered measurable marketing results for brands such as Electronic Arts, Microsoft, Samsung, Ford, McDonald’s, Kraft, Bank of America, and Paramount Pictures on Facebook, MySpace, Bebo, LinkedIn, and the iPhone. Kevin has a B.S. from Stanford University, an MBA from Harvard Business School, and 10 years of online marketing and business development experience..

Brian Solis is Principal of FutureWorks (, an award-winning PR agency in Silicon Valley. Solis blogs at PR2.0 (,, and regularly contributes PR and tech comments and articles to industry sites and publications. Solis is co-founder of the Social Media Club (, is an original member of the Media 2.0 Workgroup, and also is a contributor to the Social Media Collective ( and