Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, May 4-7, 2009 Monday, May 4th 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 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. Patrick Cartmel, co-Managing Director, MEC Interaction Imran Khan, Managing Director, J.P. Morgan Richard Fisher, President, Premier Retail Networks Ajay Chopra, General Partner, Trinity Ventures Pascal Bensoussan, Vice President of Product Management and Marketing, Aggregate Knowledge Seth Haberman, CEO, Visible World Joelle Kaufman, Vice President, Marketing, Adify Annette L. Hurst, Partner, Orrick, Moderator Patrick Cartmel is a Managing Director for MEC Interaction in North America. In his current role, Patrick runs the largest digital media buying entity in North America and leads a team of 240 digital media experts for MEC. Patrick also serves on MEC’s Executive Committee for North America. Patrick is responsible for overall digital operations, as well as leading the development and integration of MEC’s rapidly expanding Search, Gaming, Social Media and Mobile practices. In his earlier role at MEC, Patrick grew the Seattle MEC office from zero to a fully serviced digital media buying and planning operation, which included Search and Social Media specialty divisions. While in Seattle, he served on the Global Executive Team for the Wunderman/MEC team. His primary responsibilities were to lead digital strategy and media for the Microsoft account. Additionally, he built and managed the online media planning and buying team servicing AT&T’s wireless ecommerce business. Prior to joining MEC, Patrick was a Director at aQuantive in New York for 7 years. Here he worked for both Atlas Solutions and Avenue A. As employee number one of the New York Sales and Client Service organization, he helped Atlas become a leading ad-serving technology for top tier agencies and Fortune 500 companies. During his tenure, he had the privilege of working for such companies as Ogilvy, MEC, MPG, Kraft Foods, Vonage and Monster.com among others. Patrick was also a founding member of the Avenue A NYC office. Starting in 1998, he led Avenue A’s top East Coast accounts, including MasterCard International, Nabisco, HotJobs.com, OfficeMax and Priceline. Prior to Avenue A, he was part of the first interactive marketing team at J.Crew.com. Patrick graduated from the University of North Carolina at Chapel Hill, from which he hold both Bachelors of Arts and a Masters of Fine Arts degrees. He recently climbed Mt. Rainer in Washington State and feels this was relaxing compared to raising his two year old son. Imran Khan is 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 Fisher, President, Premier Retail Networks: Media industry innovator Richard Fisher was named president of Premier Retail Networks (PRN) worldwide in January 2008, bringing with him more than 25 years of experience in the development and distribution of innovative content and content-related technologies. Fisher oversees all PRN activities and leads the development and strategic growth of the company. Fisher is well known in the media industry as the founder, EVP and COO of ZDTV, now known as G4/TechTV, the 24-hour cable network devoted to computers and the Internet. Prior to joining PRN, Fisher served as CEO of eMotion, a provider of software and software services for digital asset management that was sold to Corbis. Previously, Fisher was president of RespondTV, an interactive television service provider. He has also held key positions in strategic marketing, sales and management positions with the Chronicle Broadcasting Company and Home Box Office (HBO), and has consulted for U.S. West, Nokia, Pacific Bell Video Services, McKesson and United Television. Joelle Kaufman, Vice President, Marketing, Adify: Joelle brings experience in corporate and product marketing, sales and business development to Adify. Before coming to Adify, she served as VP of marketing and sales development for Reactivity, Inc., the leading provider of XML networking solutions that was acquired by Cisco in March 2007. At Reactivity, Kaufman drove category definition, corporate messaging, advanced key analyst relationships and successfully positioned the company as a leader in the XML-based Web services and SOA market. Prior to Reactivity, Kaufman led XML Web services initiatives for RSA Security and also held management, strategy and product marketing positions with Lifespire, Inc., NetDynamics, Firefly Networks, Inc., and Deloitte Consulting. Kaufman holds an MBA from Harvard Business School and a BA from the University of Michigan, Ann Arbor. Ajay Chopra, General Partner, Trinity Venture: Since joining Trinity Ventures in 2006, Ajay has developed a reputation as an entrepreneur’s coach. His passion is helping entrepreneurs execute their Big Idea. He has over 20 years of operating experience at the senior management and board level with start-ups, private companies and public companies. Prior to joining Trinity Ventures, Ajay co-founded Pinnacle Systems, a seminal media technology company that pioneered consumer generated media creation. During his tenure at Pinnacle, the company grew from start-up stage to a global $350M public company, won several Emmy awards and completed over a dozen M&A transactions before being acquired by Avid Technology. Previously, Ajay was with Mindset Corporation, a computer graphics start-up. Before Mindset, he held various technical and management positions at Atari Corporation, a video games company, and Unisys Corporation, an IT services company. He is a charter member of The Indus Entrepreneurs, an active group providing support for entrepreneurs. Pascal Bensoussan - Vice President of Product Management and Marketing, Aggregate Knowledge: With more than 13 years of product management experience in the advertising, high tech, and financial services industries, Pascal has established himself as an effective leader, bringing solid discipline to the framing and execution of product priorities and taking to market innovative solutions to some of the toughest enterprise challenges. Prior to Aggregate Knowledge, Pascal was vice president of product management for Rapt, which was acquired by Microsoft in April 2008. Prior to Rapt, Pascal spent four years with Sun Microsystems, sharpening his operational skills through several strategic supply chain management initiatives. Before Sun, Pascal worked for investment banks in New York and Paris, building risk management applications for large complex portfolios of financial assets. Pascal holds an M.S. in Engineering-Economic Systems from Stanford University, an M.S. in Economics from ENPC (France), and a B.S. in Mathematics from Ecole Polytechnique (France). Annette L. Hurst, a partner in Orrick's San Francisco office, is a member of the Intellectual Property Group. Her practice focuses on intellectual property litigation, particularly copyright, trademark and trade secret litigation, as well as patent litigation and disputes involving complex commercial transactions in the software and Internet industries. She also counsels clients in the high technology, Internet and entertainment industries regarding a variety of intellectual property issues, including product and marketing development for dual-use technologies as well as IP-driven issues in major corporate and material licensing transactions. In 2008, Annette was named one of the top ten trademark lawyers in California by The Daily Journal. Seth Haberman, Founder & CEO, Visible World: Under Seth’s vision and leadership, Visible World has emerged as a technology leader in the field of advanced video advertising by enabling new levels of automation and efficiency in the targeting, customization, trafficking and delivery of video ads. Seth Haberman founded Visible World in 2000 to transform advertising production and delivery to achieve greater relevance and effectiveness. Under Seth’s leadership, Visible World was awarded the Technology & Engineering Emmy in 2007 for Development and Implementation of Automatically Assembled Dynamic Customized TV Advertising. Seth was featured for his pioneering thinking in Details Magazine’s 2007 Mavericks Issue, as well as in Media Magazine's 2004 “Top100 People to Know in Media Seth's innovative approach to video advertising has been recognized by leading industry experts including Jack Myers, who identified Visible World as one of the top 25 media innovators of 2003. Seth has been featured as a speaker at The MIT Forum, the RVC Technology Conference, and at the ANA's Advertising Management committee meeting on "Innovations that Marketers Must Be Familiar With." Prior to founding Visible World, Seth was the CEO of Montage Group, an innovator in non-linear editing, networking video and tactile feedback and licensor of technology to leading manufacturers such as Avid and Apple. Montage's innovative work earned and Academy Award for technological achievement in 1987 and several Emmy Awards.