2:30 PM - 3:45 PM
Track C:
Broadband Advertising - Merging E-Commerce and Content
In this, the final session of the day, we bring together a group of the most experienced professionals in the emerging field of broadband advertising and content delivery and we look forward to it being a truly visionary look into the future of the marketplace. The projections on broadband penetration are now becoming more clear, but what can we seriously expect from the merger of content and commerce? That’s the question that we hope to explore. What will e-commerce look like in the next three years? Will the B to C relationship become a megahit or is it still possible that it will fail to measure up to the expectations? Let’s find out.
Scott Harmolin, CEO, co-founder & Chief Visionary, Centerseat
Shari Glusker, Manager Revenue Services Strategies Group, Microsoft TV Platforms
Richard Frankel, VP & GM, DoubleClick Adserver Software Business
Mark Smelzer, VP Entertainment, L90
Steve Goldberg, CEO, Hiwire
Susan Bratton, formerly, Senior Vice President, Sales & Marketing,
Excite@Home
Phil Swann, CEO, TV Predictions, Moderator
Shari Glusker, Manager Revenue Services Strategies Group, Microsoft TV Platforms: Sh
ari Glusker is manager, revenue service strategies group, for the Microsoft TV Group at Microsoft Corporation. In this role, Glusker sources partners, demonstrates services and builds business models demonstrating the economic value of Microsoft TV products. Glusker joined the Microsoft TV group in March 2001. She previously managed the Interactive TV Support Group for WebTV. There, she was responsible for working with key broadcast partners to create enhanced interactive programming and define revenue-generating features in WebTV products. From May 1999 – May 2000, Glusker was manager of broadcast services for WebTV. Before joining Microsoft, Glusker spent 18 years overseeing the creation of film and video programming, as well as video-based interactive applications for a number of companies. While working in positions such as manager of the interactive TV design team at Silicon Graphics and senior producer at Colossal Pictures Glusker communicated with major advertisers, networks and cable channel operators nationally. Glusker’s varied experience with different facets of the interactive TV industry enhances her ability to provide Microsoft’s multiple system operator customers greater convenience, depth and variety, while extending network operators’ business. Glusker has recently spoken at Digital Hollywood and at National Cable Television Association trade shows. Glusker holds a bachelor’s degree in product design from Stanford University.Richard Frankel is the Vice President and General Manager of DoubleClick's AdServer software business, one of the most widely deployed ad management infrastructures in the online marketing industry. In this role, Richard has been instrumental in defining the product roadmap for the AdServer product and driving key partnerships. Under his leadership, Richard has expanded AdServer's customer base to over 350 clients and revenue increased by 40% from 1999 to 2000. Richard has also led the charge to take online marketing beyond the PC to emerging digital media platforms, including mobile phones, interactive TV, and interactive kiosks. Prior to his role at DoubleClick, Richard spent several years at NetGravity (acquired by DoubleClick in 1999) where he rose to Director of Customer Support, managing the team responsible for building the systems, policies and procedures for a worldwide technical support organization. From 1990 to 1994 Richard was a Computing Systems Manager at UC Berkeley, and subsequently founded and acted as President of Internet Systems Experts, an Internet consulting group. Richard graduated from Princeton University with a B.S.E. in Mechanical Engineering in 1985 and received a MA in Classical Archaeology from San Francisco State University in 1995.
Scott Harmolin is Chief Executive Officer & co-founder of Centerseat Inc. Mr. Harm
olin was founder and Chief Technology Officer of Icon CMT Corp in 1991, a tier one national Internet Solutions Provider, until it was acquired by Qwest Communications in December 1998. Under his leadership and direction, Icon grew to 450 employees and $100 million in revenues and successfully executed an IPO in 1998. As the chief architect and visionary who conceived and designed Icon’s Internet network and related products, Mr. Harmolin’s unique intuition allowed Fortune 500 companies to increase their market share and customer reach. Before founding Icon, Mr. Harmolin founded CAST Inc., a high-tech consultancy specializing in multi-platform systems integration and telecommunications and Digital Business Machines, an integrator of PC platforms.Susan Bratton: formerly Senior Vice President, Sales and Marketing, Excite@Home: Susan Bratt
on manages media sales, account management, operations and trade marketing for Excite@Home’s media business. Bratton focuses on one of the two critical growth areas for the Company – media revenue. Her expertise is in building broadband and narrowband advertising revenues and inventing next-generation advertising models that span existing and future Internet platforms.Bratton held the previous role as vice president of Market Development handling the marketing integration of acquisitions including MatchLogic, Enliven, Blue Mountain Arts and Webshots in the post-merger organization. In her nearly five year tenure at Excite@Home, she initially pioneered the market of broadband advertising as director of the Interactive Advertising Group for the @Home Network and was responsible for deploying the first interactive multimedia advertisements on the internet using @Home’s broadband capabilities. Bratton’s advertising background includes 20 years of high technology publishing and sales experience during which she has specialized in building new advertising products and properties and developed sales teams for successful deployment of new businesses. Before joining @Home Network, Bratton worked for Knowledge Industry Publications, Inc. where she was vice president and associate publisher of AV/Video and Multimedia Producer magazines. Prior to that she was the founder of Media Associates, a publisher’s representation firm in trade publishing. Bratton has served on the Board of the Internet Advertising Bureau as Vice Chairman and was also appointed to the FAST (Future of Advertising Stakeholders) Forward Steering Committee from 1997-2000. She was recognized by Advertising Age magazine as one of the top 25 most influential professionals in the online media space. Bratton is also an oft-featured speaker at industry-wide conferences fulfilling nearly forty engagements covering the future of online media. She holds a bachelor’s degree in Business Administration from the University of Phoenix. She is married to a dot-com founder; the couple has a daughter and lives in Los Altos, California.Mark Smelzer, Vice President, L90 Entertainment: Mark Smelzer works closely wit
h entertainment concerns and advertisers seeking to maximize their online budgets with advertising solutions and integrated-marketing campaigns. Smelzer has an extensive background in entertainment marketing, most recently serving as managing director of U.S. sales at Variety magazine. Prior to joining Variety, Smelzer was publisher of Buzz magazine, overseeing the magazine’s advertising, marketing, circulation and production departments. Smelzer’s tenure with Buzz offered him an insider’s understanding of the Hollywood community and helped him establish ongoing working relationships with the studios regarding advertising measures, film screenings, premieres and other value-added initiatives. Smelzer received his bachelor’s degree from the University of California, Los Angeles, and also earned a master’s in business administration with an emphasis in marketing and entertainment management, from the Andersen School of Management at UCLA.PHILLIP SWANN is the author of "TV dot Com: The Future of Interactive Television." UpsideToday.com calls the book "a must for anyone involved in the business of marketing the future." #3 Best Seller on Amazon.com’s ranking of TV-related books. He has twenty years experience in publishing, marketing, public relations and advertising. He has served as a speaker at numerous TV and Internet industry conferences, including the Consumer Electronics Show, Digital Hollywood and Paul Kagan’s Digital Summit. He has partnered with Nielsen Media Research, developed four landmark studies on satellite TV and Enhanced TV viewing habits in the mid to late 1990s. He has also appeared as an expert on technology on such TV and radio shows as The NBC Nightly News with Tom Brokaw, CNN Dot Com, Tech TV’s Silicon Spin, Yahoo’s Finance Vision, CBS Market Watch, The Larry King radio show, PBS’ Nightly Business Report, CNET TV and Donahue. Weekly contributor to Tech Live on Tech TV. In October 1998, he founded TV Online Magazine, the nation’s first print magazine on Interactive TV. Served as vice president, publisher and editor of TV Online during its one year run.
Steve Goldberg, CEO, Hiwire: Steve Goldberg has spent nearly twenty years working at the intersections of media, advertising and technology. His career began in the media planning and buying departments of Young & Rubicam and Ketchum Advertising. After leaving the agency industry he was Director of New Business for the Advertising Sales Division of ABC Television Network. In each of these roles he was deeply involved in new forms of media and advertising. In 1995 Goldberg joined Microsoft where he was instrumental in helping the software giant enter the advertising sales and service arena. Microsoft’s Advertising Sales Division remains one of the most successful and innovative forces in new media advertising. While at Microsoft, he co-founded the Internet Advertising Bureau (the leading trade organization for Internet publishers, advertisers and agencies) and was an original member of the IAB’s Board of Directors. He subsequently held a number of senior management positions at Microsoft including Director of the Desktop Division where he led efforts to ship international versions of the company’s leading Office software. Most recently Goldberg was Senior Vice President of publicly held Go2Net, one of the few profitable pure-Internet companies. Under his leadership, Go2Net’s Consumer Division experienced dramatic growth of revenues and profits while introducing a variety of new and successful Internet properties. He has written and spoken extensively on the impact of technology on media and advertising. Goldberg holds a B.A. from Columbia University and Masters degree from the ADL Institute in Cambridge, Massachusetts.