Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Events at CES 2010 Thursday, January 7th 3:00 PM - 4:00 PM Track I – RA9 – Reinventing Advertising HyperTargeting & HyperSelecting: Advertising, Search, Content and Aggregation Ad targeting and reaching the consumer with the right message in the right location will be the expected form of content and message delivery into the future. While there will always be a place for some level of shotgun advertising, the era of smart technologies offering smart solutions to message delivery and interaction seems intuitive. In the 50s and 60s, TV detergent ads on Soap Operas were as obvious a form of targeted advertising as targeted search technologies delivering selected geographical Zip Codes and scalable income levels do in today’s world. Kelly Dempski, Director of Research, Accenture Technology Labs Jen Soch, Vice President, Activation Director Advanced TV, MediaVest Benjamin Chen, Chairman/CEO, Mochila Richard Jalichandra, CEO, Technorati Mike Baker, CEO/president, DataXu Andrew Cherwenka, Vice President, Business Development, Trapeze James Colborn, Director, Microsoft Advertising Peg Jackson, Managing Director, NeoCarta, Moderator Kelly Dempski, Director of Research, Accenture Technology Labs: For 13 years, Kelly has developed technological innovations at Accenture that aim to simplify the way that users manipulate and share information. His most recent inventions include a system for large scale, interactive advertising. His interactive wall technology is currently being used by many thousands of users in O’Hare and JFK international airports and 10 Accenture offices, and has been used in many other public venues. Dempski has also written three books on interactive 3D rendering, and holds several patents for collaborative and interactive technologies. Benjamin Chen, Chairman and CEO, Mochila: Benjamin Chen is a 20-year veteran of high tech startups. Prior to Mochila, Mr. Chen was a founder of AppGenesys, a leading managed services web hosting provider for Fortune 500 clients, partnered with Intel, Softbank, JP Morgan, where he was Chairman, CEO and CTO. Previously, Mr. Chen was the CIO and CTO at iXL, a strategic e-business consulting firm. At iXL, he helped grow the company from 100 to 3,000 employees worldwide and from $2M to $120M revenue per quarter. During Mr. Chen's tenure, iXL was known for delivering innovative technology solutions to the F500, included a $50M contract with Delta Airlines and $100M contract with General Electric. Other key customers included AT&T, CheapTickets.com, FEDEX, Sony (AiBO Launch), Tickets.com, and WebMD. Mr. Chen was part of the executive management team that helped take iXL public in 1999. Prior to iXL, Mr. Chen worked at CBS Studio Center, as a technologist working on some of the first convergence of prime time television content and the internet. Mr. Chen also produced the 1996 Emmy Awards Cybercast, demonstrating the world’s largest number of internet video streams that year. Mr. Chen has also served on the advisory/boards of Teralytics and Exodus/Digital Island, a Cable and Wireless Company. He received a B.S. in international finance from the University of Southern California and is an avid martial artist with a Black Belt in Tae Kwon Do. Jen Soch, Vice President, Activation Director of Advanced TV, MediaVest USA: In her current role as Vice President, Director of Advanced TV, MediaVest USA, Jen Soch is responsible for the Emerging Media practice for MediaVest clients. Jen works closely with her clients to navigate the complex world of Advanced TV platforms including video-on-demand, digital video recording, interactive program guides, navigation, addressable advertising and interactive/enhanced television. Jen’s early recognition of the growing role emerging media plays in the overall marketing mix has earned her applause from her clients and colleagues as well as formal recognition from leading industry bodies. Recently, her work on a multi-media initiative with Kraft, A&E and People Magazine was recognized with three different awards, The Creative Media Award in Interactive/Enhanced Television (sponsored by Media Magazine), the MIXX Bronze Award in Interactive Television (sponsored by the Interactive Advertising Bureau) and Runner-up in the OnDemandies (sponsored by Digital Hollywood); all annual awards recognizing creativity and effectiveness of Advanced TV programs. Jen is well-equipped to take on her current role. Armed with over ten years of experience in traditional and emerging media (including roles in international media planning), she has worked on a broad spectrum of high-profile accounts including Dell Computers, Intel, Compaq Computers, Iridium, Goldman Sachs and UPS. She has also served as the Director of Advertising for EarthLink. Jen is an active member of the AAAA Digital Video Innovation Committee and an ID!A Steering Committee Member. She holds a B.S. from Lehigh University, an M.B.A. from Fordham University Graduate School of Business, and is a member of Beta Gamma Sigma, the MBA honor society. Richard Jalichandra, CEO, 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. Michael K. Baker, President & CEO, DataXu: Mike Baker has been pioneering digital media platforms for 20 years and is a widely recognized thought leader in interactive advertising. Before co-founding DataXu, he was vice president at Nokia, where he created and ran Nokia Interactive. Baker came to Nokia through its acquisition of mobile advertising leader Enpocket in 2007, where he was the founding investor and CEO. Baker was previously a partner at venture capital firm GrandBanks Capital. He has also been executive vice president at Engage Technologies, an innovator in online advertising and behavioral targeting. An active angel investor in digital media, he is currently chairman of the board of Nexage, a mobile advertising solutions provider. Baker holds degrees in law and telecommunications management. Andrew Cherwenka, Vice President, Business Development, Trapeze: an interactive marketing agency.  He heads up all marketing, sales and public relations efforts for North America.  To add a physical presence to their 10-year client base in the U.S., Andrew opened the Trapeze New York office in March 2009. He is co-chair of two of the world’s largest Facebook Developer Garages, New York and Toronto. Andrew also sits on the Digital Marketing Media Committee for the Advertising Club NY and is a regular contributor to the Huffington Post. Andrew was a volunteer snowboard patroller for 14 years and a competitive rowing coach for elite Canadian oarsmen. He now coaches part-time for the Harlem River Community Rowing Club and lives in Manhattan with his wife Carol. 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. Peg Jackson, Managing Director, NeoCarta Ventures: Peg Jackson joined NeoCarta Ventures in May 2000. Her responsibilities include making investments in the technology sector and managing the portfolio. She is on the board of several companies, including DataSynapse, Silverpop, Cendura and Zoom. Prior to joining NeoCarta Ventures, Peg Jackson was Vice-President of Business Development at NBC. She joined NBC in 1996, where her primary responsibilities included making investments in Internet and Interactive TV companies. In addition she managed a production group that developed NBC’s interactive TV programming. Prior to NBC, Jackson worked in the business development group at Reuters New Media, Inc., where she managed new acquisition and joint venture projects. Jackson was also employed as a Media Analyst for the Toronto Dominion Bank. Jackson received a BA in Economics from Georgetown University and an MBA from New York University.