Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Adverting 2.0 New York 2009 Thursday, June 11th 12:30 PM - 1:45 PM Session B: Hypertargeting: Ad Networks, Ad Serving and Ad Targeting 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. Eric Bosco, Chief of US Operations, AOL’s Platform A Kathy Kayse, EVP, Digital Ad Sales, Discovery Communications Jessica Schell, SVP, Digital Strategy and Business Development, NBC Universal Judy Lee, Senior Industry Consultant, Communications, Media and Entertainment Industries, Teradata Corporation Grace Liau, Vice President, Group Director, Media Operations and Technology, Digitas Staci Miller, Vice President, Strategic Initiatives, Ascent Media Frank Addante, CEO, The Rubicon Project Jim McDonnell, Principal, Deloitte Consulting LLP, Moderator Grace Liau, Vice President, Group Director, Media Operations and Technology, Digitas: Grace Liau leads the Media Operations practice for Digitas. In her role, she is responsible for evaluating and recommending media technologies that help make media strategies smarter and media buys more efficient. At Digitas, she works on clients such as American Express, General Motors, Cingular, Federal Express and The Gillette Company where she is responsible for developing and using the best media technologies to help clients achieve their branding and acquisition goals. Prior to Digitas, she worked at Family Education Network where she was responsible for yield management, monetizing and setting ad product strategy for all of the company's sites. She oversaw the integrating of the company's eleven sites into the extended Family Education Network. She has been in interactive marketing management for close to 10 years, and has extensive knowledge in the media technology world." Kathleen Kayse, Executive Vice President, Digital Media Sales, Discovery Communications: Kathleen Kayse works with Discovery’s Digital Media division, leading the development of all digital ad sales strategies for Discovery’s web properties which include all 13 network sites, and Discovery’s recent website acquisitions Howstuffworks.com, Treehugger.com and Petfinder.com. Through the use of Discovery’s multi-platform assets Kayse also creates new client relationships with and generates revenue from targeted major advertisers. Prior to her post at Discovery, Kayse led advertising sales and partnerships, generating more than $1 billion in advertising revenue at AOL. Before joining AOL in 2004, Kayse spent the previous 21 years with Time Warner, most recently as publisher of People magazine, where she managed all advertising sales and marketing operations. Under her leadership, her sales team achieved record success in 2003, when the magazine ranked #1 in PIB advertising revenue, pages and share. Kayse also held publisher positions at Money and FSB: Fortune Small Business magazines, after serving in various sales capacities with Time, Inc. in Chicago. She began her career in media planning positions in Chicago at Wells, Rich, Greene, and J. Walter Thompson. Among her many affiliations and honors, Kayse is a member of the Board of the Advertising Women of New York and IAB Board of Directors. Moreover, Kayse was honored by Advertising Age magazine as “One of the Top Women to Watch” in 2003. A Chicago native, Kayse received her BS in Advertising from University of Illinois. She will be based at Discovery’s Ad Sales headquarters in New York. Eric Bosco, Chief of US Operations, AOL’s Platform A: As chief of US business operations, Eric Bosco oversees Advertising.com's product management, product development, creative services, business analysis and delivery departments. In this role, he responsible for the successful delivery of the company’s advertiser campaigns, as well as the daily operation and ongoing development of the company’s extensive product suite. Prior to joining Advertising.com, Eric was vice president of communications and community products at AOL, where he was responsible for the development of AOL's instant messaging, email and social networking platforms. Eric joined AOL in 1996 and was one of the original creators of the AOL Instant Messaging (AIM) system. Prior to AOL, Eric was a senior engineer at Oracle Corporation in Silicon Valley. Eric holds a BS in computer science engineering from the University of Pennsylvania and a masters in computer science from Stanford University. Judy Lee is the Senior Industry Consultant for the publishing, advertising and information services industries for Teradata Corporation. Based in New York, her role is to provide the strategy and vision for sales and data integration solutions in these key industries. Lee has over twenty years of experience in marketing and general management of print and digital media. She began her career in the circulation department at The Village Voice, where she applied targeting to niche media, and learned the nuances of national, retail, entertainment and classified advertising. She was part of the launch team that started 7 DAYS Magazine in 1987. Lee has served as Vice President of Conferences & Education for the Folio:, Direct and Catalog Age media brands, and as Vice President of Marketing for Cowles Business Media, where she directed the launch of The Cowles Report on Database Marketing, Folio: First Day, and the acquisition of the National Center for Database Marketing Conferences. She was named President of Cowles’ 1995 internet start-up, Media Central, and subsequently worked for McGraw-Hill as their Professional Publishing group’s Vice President of Direct and E-Commerce Marketing before joining Teradata. Staci Miller, Vice President, Strategic Initiatives, Ascent Media: Staci’s efforts are currently focused around delivering multi-platform strategic solutions to advertisers. Prior to joining Ascent Media, Staci was Vice President of Strategy and Operations with Warner Bros. Online where she helped construct the strategy around original content creation and distribution. Staci also spent five years at McKinsey & Company where she primarily focused on media and entertainment clients, particularly with digital media interests. Staci received a BS from the Wharton School of Business and an MBA from Harvard Business School. Frank Addante, founder and CEO, the Rubicon Project: Frank Addante is the founder and CEO of the Rubicon Project, an online advertising technology company. the Rubicon Project pioneered the category of Ad Network Optimization, helping websites make more money from their unsold ad space by optimizing ad networks. Today, the company has over 1,400 premium publisher customers, optimizes over 40 billion ad transactions per month and reaches over 450 million unique internet users around the globe. Frank is a serial entrepreneur with one IPO and two acquisitions before the age of 30. He previously served as CTO and technology Founder of L90, Inc., a publicly-held Internet advertising company that was acquired by DoubleClick after a successful $112 million IPO. He invented adMonitor, one of the Internet's most successful ad serving platforms for Global 2000 companies. adMonitor delivered over 8 billion ads per month for over 3,000 customers, reaching 65% of the worldwide Internet population. Frank’s fifth company was StrongMail, the leading email delivery infrastructure provider for thousands of companies worldwide, including Fox Sports/MSN, Ticketmaster, Williams Sonoma, FTD, Netflix and MySpace.com. Frank lead the company from inception, to an initial cash-flow positive business – becoming the market leader in less than four years and raising over $30 million in venture capital from top-tier investors including Sequoia Capital. Frank was named Ernst and Young Entrepreneur of the Year Finalist and has been quoted in publications such as Forbes, Fortune, Wall Street Journal, LA Times, NY Times and the Los Angeles and Silicon Valley Business Journals. He serves on various boards of innovative technology and marketing companies and received his education in electrical and computer engineering at the Illinois Institute of Technology.