Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Building Blocks 2008 Thursday, August 7th 9:30 AM – 10:45 AM Track III: The Advertising & Commerce Platform The Performance-Based Advertising System – Technology Redefining Advertising Platforms As tens of millions of technology users each day communicate via computer, TV or mobile platform, a world of preferences – information willingly provided by the consumer to an institution – their likes and dislikes, from personal buying habits to everyday routines are being assimilated into a greater system of commerce and information. For advertisers and information providers, this information is not only vital to the customer experience, in time, it will be assumed to be a basic feature of that relationship. The consumer will demand the performance that a knowledge based advertising and commerce system will provide. We are now only at the beginning of the trial and error process in providing a “performance-based” system that not only serves the advertiser, but more importantly, serves the consumer. As technology platforms and software improve, both parties to the information experience, the provider and the consumer will ultimately be better satisfied. Chris Hansen, Vice President of Performance Marketing, 360i Don Mathis, President, AzoogleAds, Epic Advertising, Inc. Paul Edmondson, co-founder and CEO, YieldBuild Assaf Igell, co-founder and Vice President, Syntryx Executive Solutions Jodie McAfee, Managing Partner, Boomerang iTV, LLC Alex Briele, Director, Business Development, MediaBank Ron Yurman, President, Short Hills Media Group, Moderator Chris Hansen, Vice President of Performance Marketing, 360i: As VP of Performance Marketing for 360i, a leading digital marketing agency, Chris Hansen is charged with leading the search and behavioral marketing operations for 360i’s clients, including NBC Universal and National Geographic Channel. A veteran of the online advertising industry, he has extensive experience in search, contextual and behavioral marketing. Before joining 360i, Chris formed the Advertising Operations group at Net2Phone, one of the first VoIP companies. Prior to Net2Phone, Chris worked at 24/7 Media as Director of Traffic for 24/7's Direct Marketing Team. As a member of the Direct Marketing Team, he managed many of 24/7's largest clients, including Capital One and Providian. He was also responsible for the overall management of the 24/7 Advertising Network, consisting of more than 200 advertisers, with the goal to increase revenue yield of the network and maximize inventory. Chris holds a B.A. in Political Science and Art History and resides with his wife and two children in Brooklyn, NY. Paul Edmondson, Co-Founder, President and CEO, YieldBuild: Prior to co-founding YieldBuild in January of 2006, Paul was part of the executive team at MongoMusic, which was acquired by Microsoft in 2000. After the acquisition, Paul held group management positions in product management, quality management, operations, and business management at Microsoft MSN Entertainment. Paul left Microsoft as the Group Product Manager of MSN Entertainment. Before MongoMusic and Microsoft, Paul was a developer at Hewlett Packard. Paul hails from San Luis Obispo, and graduated from California Polytechnic University. Paul is a recognized authority on Internet publishing and advertising and speaks often on revenue maximization and optimization. Assaf Igell, co-founder and Vice President, Syntryx Executive Solutions: As cofounder and vice president of channel partners and product strategy at Syntryx Executive Solutions and Drill.com, Assaf handles strategic enterprise sales, business development with prospective distribution channel partners, and custom client research and consulting engagements. Assaf brings to Syntryx over 8 years of experience in advising and executing broad online marketing campaigns in several of the Internet’s most lucrative and most competitive industries including iGaming, Health, eLearning and Comparative Shopping. Prior to Syntryx, Assaf spent 3 years working as a senior Traffic Analyst and Director of Advertising Technologies at one of the largest interactive ad agencies in the iGaming vertical. Assaf was responsible for the implementation, tracking and analysis of online ad campaigns across multiple advertising channels. He provided media buyers with optimization guidelines to improve the ROI of over one million dollars in monthly internet advertising budgets. Over the years Assaf’s specialties in online marketing included: web analytics, ad serving and targeting technologies, integration, search engine algorithms and SEO, SEM, affiliate marketing, media buying, and strategic business development. He has spoken at several industry conferences including the iGaming Marketing Convention in Amsterdam 2007, and has been quoted and published in leading publications including iMedia Connection and VC Café. Jodie McAfee, Managing Partner, Boomerang iTV, LLC: , an advanced media services firm, where he is responsible for business development, account management, agency, content and platform relations and operations. Prior to founding Boomerang iTV, Jodie was Senior Vice President of Corporate Development and Marketing for The Media Group (formerly Turner Media Group), the leading provider of interactive, transactional media on television. McAfee was responsible for corporate strategy, business development and marketing relating to TMG’s iTV advertising and programming entities, and spearheaded the development and execution of some of the first iTV advertising campaigns in the U.S., for advertisers such as Mercedes-Benz, Sony Pictures and Hewlett-Packard. McAfee’s marketing duties extended to TMG’s eight, owned-and-operated, targeted transactional TV channels, such as Men’s Outdoors & Recreation. Prior to TMG, McAfee served as managing partner at Cayde Broadcast-to-Broadband, where he was responsible for the development and distribution of niche broadband video channels. Previously, McAfee served as vice president of Worldwide Marketing for Crown Media International, parent of The Hallmark Channel’s international arm, where he was responsible for all affiliate and consumer marketing and public relations initiatives. He has also held positions at Soundbite Communications and Columbia Tri-Star Television. Ron Yurman is President of Short Hills Media Group, a digital entertainment company that develops, markets and distributes unique, digital entertainment properties. Prior to founding Short Hills Media Group, Ron ran business development for Music Choice, where he drove all business development efforts across cable, wireless and broadband platforms. In addition to building strategic partnerships and relationships in digital content and distribution, content personalization, and ecommerce, Ron led the intellectual property development team, and contributed to seven issued patents with several pending. Prior, as Director of Operations, Ron created and led a program to distribute Music Choice content to cable broadband providers, developed an IP via satellite content distribution system for cable, and developed strategic and technical aspects of an interactive TV initiative via video-on-demand. He also oversaw the operations of the 24/7 broadcast center. Previously, Ron held operations management positions with IDB Communications Group, Westwood One, and NBC Radio. Ron holds an M.A. in Media Studies and a B.A. in Liberal Studies from The New School in New York City.