Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, May 3-6, 2010 Monday, May 3rd 1:00 PM - 2:15 PM Track II: AdvUp-2 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. Beth Greve, Head of Display-Automotive, Google Darren Herman, Chief Digital Media Officer. Kirshenbaum Bond Senecal + Partners Tod M. Sacerdoti, CEO & Founder, BrightRoll, Inc. Sean Kegelman, SVP/Partnerships and Ventures, VivaKi James Semenak, Principal Industry Consultant, Media and e-Business Consulting, Teradata Corporation James Colborn, Director, Microsoft Advertising Scott Lippstreu, Principal, Deloitte Consulting LLP, Moderator Tod M. Sacerdoti, Founder and CEO, BrightRoll Inc., the Internet's leading video advertising network. BrightRoll is a pioneer in monetizing online video content and serves millions of advertisements daily. The company's ad serving technology leverages video context and behavioral data, which allows BrightRoll to fill 100% of available ad inventory and deliver industry leading CPMs. BrightRoll is a privately held company backed by blue-chip angel investors and holds its headquarters in San Francisco, CA. Sean Kegelman, SVP/Partnerships and Ventures, VivaKi: As Director of Digital Media Partnerships, Sean is the primary liaison between the Nerve Center and key digital media and technology partnerships. Sean manages VivaKi’s external partnerships to drive scale and technological innovation for core platforms (Performance Marketing, Social and Mobile) and Audience & Messaging solutions, such as Audience On Demand. James Semenak is director of media and e-business consulting for Teradata and has 27 years of experience applying business solutions to technology industry problems. Mr. Semenak is a respected, principal consultant for most thing to do with online, data warehousing and applying best practices in analyzing online data. An author of a number of articles and white papers, his topics of expertise include: online marketing automation (search, banner Ads, email & targeting), digital advertising, web 2.0 analytics, online financial data and digital content distribution. Over the past 3 years James has been consulting at one of the world’s largest online retailers. He lead the marketing organization in revamping their online marketing technology infrastructure. This included development of a new strategic roadmap, detailed capability assessment, requirements and project definitions for their infrastructure, Global Risk Operations and Customer Services organization that employs over 1,500 people. His efforts around a display advertising analytics project included requirements, sourcing, modeling and ETL for DoubleClick data as well as supporting projects for MediaPlex and Omniture. Mr. Semenak has consulted for companies primarily focused on online marketing and direct mail for their marketing channels. His experience includes over 18 months with a top US publisher in the area of marketing automation. He developed a 3 year strategic technology roadmap for improving their marketing infrastructure and lead developing a set of requirements for a new business intelligence infrastructure. Mr. Semenak has worked directly with many media and e-business companies consulting in the areas of data management, database marketing, subscriber management, display advertising, paid search marketing analytics, digital content analytics, and best practices in customer relationship management. Applying CRM principles to improving database marketing in the areas of email marketing, online advertising, online search and direct marketing -- is one of his current areas of focus, as is applying marketing automation best practices to the e-business and media industries. Semenak holds a Bachelors’ degree in Electrical Engineering, Master's degree in Computer Science and an MBA from the University of Chicago. 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. Beth Greve is National Head of Display for the automotive vertical at YouTube and Google. In the past 3 and a half years at Google, she has managed over 200m dollars of business in multiple verticals including retail, travel, technology and finance, working with clients such as Nike, Visa, Toyota, Macys and Expedia. Darren Herman, Chief Digital Media Officer, KBS+P and The Media Kitchen, Founder, Varick Media Management: Darren Herman was recently promoted to Chief Digital Media Officer, kirshenbaum bond senecal + partners with responsibility for ensuring that kbs+p is delivering thought leadership and best practices as they relate to digital media planning, buying, optimization, across its full range of clients. He continues to head up Digital Media at The Media Kitchen, a kbs+p partner company. Herman is an active angel investor in the NY scene who started and sold three media and technology companies before joining The Media Kitchen in 2007. He founded Varick Media Management, an MDC Partners company dedicated to audience driven digital media buys, in October 2008. VMM was incubated at kirshenbaum bond senecal + partners’ Media Kitchen prior to being spun-off as an MDC company. Considered one of the leading players in bringing Wall Street-like analysis to Madison Avenue, Herman distinguished himself early as one of Businessweek’s Top Entrepreneurs Under 25 in 2006. He speaks frequently at globally recognized industry events including the prestigious New York Economic Council and last year presented alongside 1200 other digital media/technology entrepreneurs at Irving Plaza during Entrepreneurship Week. Before joining the corporate entrepreneurship world, Darren co-founded the first dynamic in-game advertising platform, inGamePartners that grew to become IGA Worldwide through acquisitions and mergers. While there, he represented 4 out of the top 5 major game publishers including Electronic Arts and Activision and major gaming platform Sony Playstation. In January 2009, Herman created The New Platforms Fund, which invests in digital media businesses that are created on top of open platforms such as Twitter, Facebook, and the iPhone. The launch of the New Platforms Fund was covered on TechCrunch and Mashable, and other industry leading sites and was endorsed by top venture capitalists in the industry. Scott Lippstreu, Principal, Deloitte Consulting: A principal with Deloitte’s Media & Entertainment practice , Scott focuses on Sales Effectiveness, Pricing, and Profitability management . His Advertising Sales experiences include both national as well as local-market ad sales strategies. Scott has over 20 years of commercialization strategy experience, helping clients optimize sales channels, align pricing strategies to drive revenue and margin gro wth. He has implemented new channels and introduced new cross selling strategies. Additionally, he has helped leading ad-driven businesses in print publishing, broadcast, and on-line portal segments improve their operations, addressing the unique challenges of operating both traditional and digital channels within the same brand structure. Prior to joining Deloitte, Scott held positions in National Account Sales and Strategic Pricing for AT&T. Recent speaking engagements include a panel for Center for Communication forum (The New Entertainment Economy ), Media Financial Management Association (Advertising Sales: Channel Trends and Insights), Oracle OpenWorld, and numerous guest lectures at leading business schools (Pricing & Profitability Management).