Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Adverting 2.0 New York 2008 Wednesday, June 4th Track One - The Advertising Next Track 10:45 AM - Noon Session A: Advertising Accountability: Metrics and Analytics around Video, Social Media, P2P and User Generated Media With advertising and the new technologies grabbing an ever greater share of the total advertising dollar, the need for accountability is greater now than ever. Data can be interpreted in any number of ways, drawing any number of conclusions, some proving to be on target, others leading to shaky investment of time, energy and useful results. The good news is that the ability to understand the metrics and analytics being applied to the new technologies - broadband, UGM, Social Networks, P2P and mobile – are beginning to show results. In this session, we will take a look at the latest techniques and question the assumptions that underpin advertising in the new medias. Jon Gibs, Vice President, Media Analytics, Nielsen Online Daniel Leon, Head of Strategic Partnerships, Hiro-Media Andy Nobbs, President and Managing Director, Teletrax Leslie Darling, Vice President, comScore, Inc. Timothy R. Davis, Principal, Enterprise Risk Services, Deloitte & Touche LLP Adam Gerber, Chief Marketing Officer, Quantcast David Rosenberg, Director of Emerging Media, JWT Mark Ghuneim, CEO, Wiredset, Moderator For Further Speaker Infomation - Click on highlighed Names to see their LinkedIn Profile Andy Nobbs, President and Managing Director, Teletrax: In 2002, Andy Nobbs led the team that launched Teletrax (TM), the world's first and only global video watermarking service that has been lauded as one of the most revolutionary television industry innovations in recent years. Teletrax, a joint venture between U.S.-based Medialink Worldwide Incorporated and Royal Philips Electronics of the Netherlands, offers a unique solution that helps content providers such as motion picture studios, TV sports and entertainment program producers and distributors, news organizations and advertisers determine ROI from broadcast verification of airings for network and syndicated programming, evaluation of video news reach and performance, and proof-of-performance of advertising buys. Nobbs oversees all aspects of Teletrax's day-to-day activities around the world including strategy management, business development, global operations and marketing. Under Nobbs' stewardship, Teletrax has rapidly expanded its global monitoring network to nearly 50 nations with more than 1000 channels currently tracked around the world. Leading entertainment, news and media organizations that have signed contracts with Teletrax include Tribune Entertainment, Universal Domestic Television, ABC, Buena Vista, BBC, Reuters Television, NBC News Channel and Media Review International. Nobbs was formerly Content Director at IPC Media, the United Kingdom's largest consumer magazine publisher, which was later sold to AOL Time Warner. At IPC Media, his brief was to accelerate revenue growth of IPC's intellectual properties. Nobbs has previously held executive positions at Emap PLC, Granada Television and ECN. A frequent speaker on the subject of worldwide digital rights and content management, Nobbs has participated in major panel discussions around the world at conferences including Digital Hollywood, Association of International Broadcasters, Broadcasting Engineering India and Broadcast Asia. He has also appeared on television on CNBC, in the print in the Financial Times, The Hollywood Reporter, Television Week and Commonwealth Broadcaster. David Rosenberg is the Director of Emerging Media at JWT in New York. Having been at JWT for nearly three years, David's group focuses on social media marketing, gaming and mobile programs that utilize new media technologies to deliver strategic branding solutions for all national and global roster clients. Other JWT responsibilities include creating strategic partnerships and fully integrated programs such as the Emmy Nominated and Effie Winning, Domino's Pizza and eBay program 'Anything Goes'. In addition, David constructed the marketing wire frame for 'The Nursery', a creative incubation and experimentation lab that produces original animation content in order to aggregate audiences on and offline. In January 2006, David began establishing business relationships with new media companies and was able to open one of the earliest content distribution paid-stores in a partnership with Google and later a content revenue share program with YouTube. David serves on the Emmy Awards nominating committee for the National Television and Arts and Sciences - Technology and Engineering category (specifically in the Video Gaming area). He also served as a presenter at the Emmy Awards Ceremonies in 2007 and 2008. David sits on the WPP North American Gaming Advisory Panel, contributes to JWT corporate new business projects and leads periodic corporate initiatives including a viral program launched in partnership with The Huffington Post. Prior to JWT, David lived and worked in San Francisco for eight years and finished up as Account Director on Electronic Arts' flagship brand EA Sports for Odiorne Wilde Narraway + Partners/See Advertising. Timothy R. Davis, Principal, Enterprise Risk Services, Deloitte & Touche LLP: Tim has 17 years experience with Deloitte & Touche in the areas of Assurance, Risk Management and Corporate Governance at a range of multi-national clients based in the USA, Europe, and Southern Africa. During that time he has had a particular focus on software and internet clients. He has significant SOX 404 experience and he has also led a number of SAS 70’s and other similar attestation projects around internet based applications, such as internet advertising, electronic bill pay and presentment, and web based authentication models. He is an advisor to the Deloitte Internet Affinity Group which is an internal forum for practitioners focused on serving Internet based companies. Tim is a member of the Interactive Advertising Bureau (IAB) and is working on the IAB’s task force to define click and audience measurement standards for the industry. He is also involved in writing publications and organizing industry events with our national high tech industry group. Adam Gerber, Chief Marketing Officer, Quantcast: Adam is responsible for developing and implementing advertising products, strategies, and initiatives at Brightcove by working collaboratively with publishers, affiliates, and marketers to identify next-generation consumer touch-point opportunities. He also represents Brightcove in industry consortiums and standards committees. Adam is widely recognized as a leader in interactive media and new media advertising with over 15 years of agency media planning and buying experience – almost half focused on emerging platforms. Adam brings extensive agency/marketer expertise to Brightcove’s executive team.  He joins Brightcove from Mediavest Worldwide, where he led emerging media and advanced TV initiatives on behalf of some of the largest global consumer packaged goods marketers including P&G. Prior to joining Mediavest, Adam held positions at DMB&B, J. Walter Thompson, AOL, Ammirati Puris Lintas, and Mediaegde:cia working with Fortune 100 companies including P&G, UPS, Unilever, Burger King, and AT&T. In 2002, Adam was recognized by Mediaweek as a Media All-Star, and he serves on a number of industry advisory groups and standards committees. His extensive industry leadership through various organizations and events positions him as an ideal evangelist for the transition to the distributed video model Brightcove is developing. A 1990 graduate of Boston University with degrees in both Journalism and International Relations, Adam lives in Manhattan with his wife Sarah and son Maxwell. Jon Gibs, Vice President, Media Analytics, Nielsen Online: Jon Gibs is Vice President, Media Analytics for Nielsen Online. He specializes in research methodology design and development using their wide array of media measurement and market research products. With 10 years of market research experience, Mr. Gibs previously managed the U.S. based survey group for Nielsen Online. Using their suite of MegaPanel products, he has in-depth experience in helping clients develop surveys and methodologies to meet their strategic and tactical needs. Prior to Nielsen Online, Mr. Gibs was an analyst and analytics director at Jupiter Research. During his time there he developed numerous client reports based on primary survey analysis. He specialized in developing analyses merging behavioral and survey analysis to develop further insight into a wide array of online consumer markets. Mr. Gibs received a Master’s Degree in Geography, specializing in spatial statistics, from the State University of New York at Buffalo. His Bachelor’s Degree is from Clark University in Geography. Mark Ghuneim, CEO, Wiredset: Mark Ghuneim launched the online and mobile company Wiredset in 2004 after 16 years with Sony Music USA, where he was most recently Senior Vice President for Online Services. In that role, he created and implemented online marketing campaigns and was responsible for Sony Music's online sales. As Senior Vice President of Online & Emerging Technologies for Sony's Columbia Records Group, Ghuneim was instrumental in the careers of artists such as Destiny's Child, Jeff Buckley, Bruce Springsteen, Bob Dylan and Billy Joel. Ghuneim has pioneered innovations in new media as the music industry has evolved during the past three decades. Before joining Sony, Ghuneim was Director of Press and Video Promotion for the legendary independent label Beggars Banquet Records. In the nascent days of music video, he was program director and production manager at the New York City video night club Private Eyes. Ghuneim has moderated numerous panels at industry gatherings and guest lectured at universities in Los Angeles and New York. He has worked as as a mentor with New York University's Leonard N. Stern School of Business. Ghuneim photographs have appeared in publications such as New Musical Express, the British music weekly. Leslie Darling, Vice President of East Coast Media, comScore, Inc., oversees analytical and consulting solutions for key clients in the media industry. Prior to joining comScore, Inc., she was Director of Sales for the Agency/Media team at Nielsen/NetRatings. Previously, Leslie was VP, Business Development for the research division at Doubleclick, Inc. Leslie has also been an Associate Brand Manager for the Dr Pepper/Seven-Up Companies and was an Account Director for a Southeast Advertising Agency. S. Daniel Leon, Head of Strategic Partnerships, Hiro-Media: S. Daniel Leon, as the Head of Strategic Partnerships for Hiro-Media LTD, is responsible for leading Hiro’s business development as well as seeking and securing strategic alliances in the U.S. Leon brings more than a decade of experience in online media strategy and business development. Prior to joining Hiro, in October 2007, Leon served as Vice President of Content and Business Development for SIVOO (OC: SIVO) where he drove SIVOO’s content acquisition, distribution, and business development strategy. He is also a co-founder of ekkoTV, an innovative live video discussion platform. Before SIVOO and ekkoTV Leon served as senior consultant and Director of Business Development for Brand UP, a leading Israeli branding company. He led its expansion into the American market while advising mid-size companies on their strategy and branding efforts. Previously Leon was a Vice President with the Gallup Organization, a leading opinion research and consulting company, where he led business development efforts in the Midwest region. Leon holds an Economics degree from Brown University and resides in Teaneck, NJ with his wife and daughter.