Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, October 19-22, 2009 Monday, October 19th 1:00 PM - 2:15 PM Track II: The Advertising Platform 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 smartphone, 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. Bruce Falck, Head of Google Content Network, Google James Colborn, Director, Microsoft Advertising Heather Hopkins, SVP and General Manager, MTVN Tribes Imran Khan, Managing Director, J.P. Morgan Richard Jalichandra, CEO, Technorati Mark Walsh, CEO and Chairman, Genius Rocket Steven L. Canepa, General Manager, Global Media & Entertainment Industry, IBM Media & Entertainment Industry, Moderator Bruce Falck, Head of Google Content Network: Bruce Falck is the Head of the Google Content Network. Working as a bridge between product management and sales, he is responsible for driving adoption of the Network by agencies and marketers. Prior to this role, Bruce was the Head of Audio Ads - a digital system for buying targeted and measurable radio advertising. In this role, he oversaw all matters related to advertiser and affiliate sales. Bruce joined Google in July 2006 as one of the founding Product Managers for Google’s TV advertising business, where he was integrally involved in driving early-stage product development and business strategy. Bruce has over 10 years of experience building businesses. Before coming to Google, he was the Vice President of Product Management at Energy Innovations, an Idealab company focused on renewable energy. Prior to Energy Innovations, Bruce successfully founded and led three web-based businesses. Bruce earned his Bachelor of Commerce, Computer Science from Stellenbosh University in South Africa. James Colborn, Director, Microsoft Advertising: James runs a product marketing unit for Microsoft's network advertising business. Previously, he was responsible for the public relations, marketing, and evangelism of Microsoft adCenter. Prior to Microsoft, James worked for a boutique search engine marketing firm, Inceptor, where he was responsible for search strategies for both pre-sales and post-sale customers. In addition to working in online advertising for over 10 years, James authored "Search Marketing Strategies: A Marketers' Guide to Objective Driven Success from Search," has written numerous articles, and has been part of the online marketing industry speaking circuit — including SES, ad:Tech, DMA, SMX, and MediaPost conferences — for more than seven years. Heather Hopkins, SVP and General Manager, MTVN Tribes joined MTV Networks in May of 2009 to start and run its new vertical ad network initiative. Since joining, she has led the business and ultimately forged partnerships with more than 250 publishers and the development of a wide range of products to provide MTVN advertisers with additional scale, targeting, and efficiency. She also oversees sales strategy and development as well as product marketing for Tribes. Prior to joining MTV Networks, Hopkins was SVP, Marketing, at Digitas, working on such accounts as American Express, Barnes & Noble, Nike, and Converse. During her seven years at Digitas, Hopkins gained extensive experience leading digital marketing strategy, web development, online media, and CRM initiatives for blue chip brands. She maintains the unique perspective on the industry, having served on both the agency and media sides of the business. Hopkins received her BA from the University of Virginia and her MBA from Columbia Business School. Imran Khan, Managing Director and U.S. Internet, Media and Entertainment Analyst, JP Morgan, as well as JPMorgan's Global Internet research coordinator. Mr. Khan ranked #2 for Internet in the Institutional Investor All America Research Poll in 2005 and 2006. He ranked #3 in the Greenwich Research Poll in 2005 and 2006. Coverage list includes Google, Yahoo!, eBay, Time Warner, and other Internet and Media companies. Mr. Khan has spoken at various industry conferences and appeared on financial television programs such as CNBC and Bloomberg. Mr. Khan came to JPMorgan in 2004 after three years at Fulcrum Global Partners where he was a Managing Director in Equity Research covering Internet and Software. Prior to Fulcrum, Mr. Khan worked as an investment banker at ING covering Telecom. He holds a BA in Finance and Economics from the University of Denver. Richard Jalichandra, President & Chief Executive Officer, Technorati: Richard is a veteran Internet executive whose media experience includes leadership roles across the media spectrum: as a client, at an agency, as a publisher, and with an advertising network. Most recently, he worked as an M&A and strategy consultant for several Internet properties and investment firms, and also served as SVP of Corporate Development for Exponential Interactive, Tribal Fusion’s parent company. Previously, he was SVP of Business Development for Fox Interactive Media, and was the Vice President of Business & Corporate Development at IGN Entertainment (acquired by Fox Interactive), where he led the company’s M&A, business development and international activities. Before joining IGN, Richard led national accounts sales at Lycos, was Vice President of Business Development at Neopost Online, served as Senior Vice President/Managing Director of Answerthink, and founded K23 Creative Services in Singapore. His early career included management roles for Ford, IBM and Siemens, and he has a B.S. in business administration from the University of Southern California and an M.B.A. from the University of Washington. Mark Walsh, CEO and Chairman, Genius Rocket: Mark Walsh has distinguished himself by being "ahead of the curve" on a number of social and business evolutions throughout his career. Mark continues that trend as CEO and chairman of GeniusRocket, a leading provider of user generated advertising media. At GeniusRocket Mark has built the leading "crowdsourcing" advertising solution, creating marketing content for businesses ranging from Fortune 500 corporations to local retailers. Through Mark's leadership, GeniusRocket has grown a community of over 11,771 creative artists across 110 countries generating video, animation, graphic design, copy, and more. Prior to GeniusRocket, Mark served as Chairman and CEO of VerticalNet from August 1997 to July 2000. Before joining VerticalNet, he was a Senior Vice President and corporate officer at America Online, Inc. He founded and managed AOL Enterprise, the business-to-business division of AOL. Mr. Walsh also served as the President of GEnie, General Electric's online service, and as the director of New Business Development at HBO. Since 2001 Mark has been active in politics, serving as the first Chief Technology Advisor to the Democratic National Committee during 2001 and 2002, and as the Head of Internet Strategy for John Kerry for President. He was the founding CEO of Air America Radio where remains an investor and director. In 2006, Walsh began serving as co-host of XM Satellite Radio's Left Jab, a weekly political radio show. At his venture capital company, he has invested in a number of small to medium technology/startup companies and serves on a number of their boards. Investment and/or board highlights include NutriSystems, Blackboard, Half.com, MobilePosse and ARPU. He is also active in a number of non-profits, serving or having served on the boards of the Philadelphia Orchestra, the Baltimore Symphony and In2Books, and is a senior fellow at The Dingman Center for Entrepreneurship at the University of Maryland Business School. Mark graduated from Union College (where he serves as a trustee) and received his MBA from the Harvard Business School. Steven L. Canepa, General Manager, Global Media & Entertainment Industry, IBM: As General Manager for IBM’s Global Media and Entertainment Industry division, Steve Canepa is responsible for leading the world-wide organization to deliver value to clients involved in the business of Entertainment, Broadcast, On-line, Cable, Publishing, Satellite, Sports and Advertising. He directs the group’s strategy, marketing, business development, industry solutions and product offerings. Mr. Canepa is a seasoned business executive with over 25 years of experience building, leading and growing profitable businesses. He has been recognized by Digital Media Magazine as one of the most influential executives in Digital Media and has received an EMMY for innovation. Mr. Canepa’s success comes from his deep understanding of the key business imperatives facing firms in the Media and Entertainment industry as they move to optimize and transform their organizations, operations and business models to sustain excellence and profit in today’s highly competitive marketplace. In his role as General Manager, Global Media and Entertainment Industry, Mr. Canepa is responsible for IBM’s P&L results for the Media and Entertainment Industry worldwide: Entertainment, Broadcast, On-line, Cable, Publishing, Satellite, Sports, and Advertising customer segments. Since joining IBM’s initial global Media and Entertainment industry executive team in 1996, Mr. Canepa has held a number of key leadership positions guiding strategy, solution offerings, marketing, and sales execution. IBM’s Media and Entertainment business has grown dramatically and is now the largest services, solution and technology provider to the industry. Mr. Canepa oversees a broad portfolio of services, software and hardware and is responsible for marketing and partnership initiatives. He was also a founder and key leader in shaping IBM’s focus on cross-industry Digital Media. Mr. Canepa has a deep understanding of the key marketplace opportunities and challenges facing Media and Entertainment firms and consults extensively with senior executives as they look to optimize and transform their organizations, operations and business models. Through his global relationships and market insights he has a unique understanding of how to sustain operational excellence and profit in today’s highly competitive marketplace. Mr. Canepa has over 25 years of experience building, leading and growing profitable businesses; with significant sales, marketing, strategy, consulting, solutions and systems integration experience. He has been recognized by Digital Media Magazine as one of the most influential executives in Digital Media and has received an EMMY for innovation. As a result of his groundbreaking work, Mr. Canepa is a regular keynote speaker at top industry conferences, including NAB, IBC, Future of Broadcast, Broadcast Asia, Digital Hollywood, Imagina, Frames, CES, iStudio, NAPTE, and Content World. He has appeared on numerous radio and television programs, explaining the challenges and changes necessary as the world moves to an all-digital environment, as well as the successes that can result. Mr. Canepa graduated from UCLA in 1982, having earned two Bachelor of Arts degrees, in Economics and Political Science, both with Phi Eta Sigma honors. In 1990, Mr. Canepa received his MBA in Corporate Finance from UCLA’s prestigious Anderson School, with Beta Gamma Sigma and top field study honors. He has also attended the Wharton School financial management program and Harvard University’s executive curriculum on strategy formation. Steve serves on the Board of Directors for The Bogart Pediatric Cancer Research Fund and MusiCares, the charitable arm of the Grammy Foundation. He is a past Board Member of Digital Domain (culminating with the successful sell of the business) and also of Junior Achievement of Southern California a favorite with broadcasters.