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 11:05 AM – 12:20 PM Track II: The Advertising & Commerce Platform Advertising, Commerce and Technology - Games, Interactive TV, Cable, Broadband, UGM & Mobile - Ad-insertion, On-Demand and Back-End Management Advertising is finally discovering and finding its way into the next generation of technology media and entertainment industries. Broadband, IPTV, Cable and interactive TV, mobile and of course in games, ads and branded information are delivered in many forms. The technologies behind ad-insertion, ad serving, on-demand technologies and a full host of back-end management technologies are enabling greater creativity and enhanced options in the relationship between technology and advertising. In this session, we will open an ongoing conversation of how technologies are evolving, where they are heading and how the advertising and branding industries will gain further technology traction. Scott Dunlap, CEO, NearbyNow, Inc. Geoffrey Coco, Sr. Product Manager Video, Advertiser & Publisher Solutions, Microsoft Aaron Lassila, Senior Director of Branded Entertainment, Double Fusion Dan Flanegan, Mobile Marketing Evangelist, Air2Web Craig McDonald, Chief Operating Officer, Valista Yoav Tzruya, CMO, Exent Technologies Dave Madden, Executive Vice President of Sales, Marketing and Business Development, WildTangent David S. Klein, Executive Vice President, Centris, Moderator Geoffrey Coco, Sr. Product Manager Video, Advertiser & Publisher Solutions, Microsoft: Geoffrey Coco is the Product Manager in Microsoft’s Emerging Media group, where he is responsible for the In-Stream Video product for agencies and publishers. He is an active participant with the IAB helping to define standards and best practices for new ad formats. Before getting an MBA from MIT Sloan and turning his focus to quantitative marketing, Geoff was a software architect and designed groundbreaking authoring tools for creative professionals in the areas of electronic music and digital video. His background includes Apple, Real Networks, and Brightcove, along with several startups and the Seattle-based Human Interface Technology Lab. Dave Madden, Executive Vice President of Sales, Marketing and Business Development, WildTangent: Dave Madden is responsible for the sales and marketing of WildTangent's products and services and for its business development efforts. A media industry veteran, Mr. Madden has over a dozen years of experience in Print, Cable, Broadcast and Interactive. Prior to joining WildTangent, he was the Executive Vice President of Sales for News Digital Media, the Internet Division of News Corporation and before that, the Associate Publisher of Runner's World magazine. At News Digital, Madden ran the sales and marketing for the digital properties of Fox Sports, Fox News and Fox Entertainment and was tasked with cross-media integration around properties like the World Series and Super Bowl. At Runner's World Dave oversaw sales and marketing of the dominant title for the US and overseas editions. Under his guidance, Runner's World was a top 10-consumer title for advertising sales growth. Dave is the Chair of the IAB Interactive Games Committee. Aaron Lassila, Senior Director of Branded Entertainment, Double Fusion: Aaron Lassila is charged with running the Double Fusion Branded Entertainment business, focusing on delivery of holistic videogame media programming to third party brands. Over time, Lassila has established himself as the category expert within the in-game ad space; building more deals in the sports entertainment category than any player in the in-game business, annually establishing the top deals in the industry with partner brands Nike, Coca-Cola and Toyota. Prior to Double Fusion, Lassila was Electronic Arts' (EA) Senior Manager of Sales, Videogame Advertising & New Media. As a co-founder of the In-Game Advertising group at EA, Mr. Lassila leveraged his experience in sports and event sponsorship in developing relevant advertising programs for consumer marketers in EA’s global best-selling EA SPORTS and EA GAMES branded interactive entertainment titles. In this capacity, Aaron established in-game advertising campaigns with key top 100 advertisers who wished to tap into EA’s core demographic, the increasingly elusive 18-34 year-old male. Lassila’s time at EA, which began in 2003, included the largest EA Online deal ever (within Pogo.com’s casual offering) and establishment of EA as the number one direct seller of integrated advertising placements in games. Prior to joining EA, Mr. Lassila drove sponsorship revenue for Clear Channel Entertainment and Kemper Sports Marketing, working in development of strategic partnership with such companies as Visa, Microsoft, Levi's, Coca-Cola and SAP. Scott Dunlap, CEO, NearbyNow, Inc.: As CEO of NearbyNow, Inc., Scott brings over 14 years of experience in developing new Internet technologies to strengthen retailer connections with customers. At E.piphany, Inc., his product management team developed data mining and marketing technology to help retailers such as Charles Schwab, Microsoft, and Godiva better target and grow their customers. Later he joined the founding team of Loudcloud (now Opsware: OPSW) to operate and manage some of the largest e-commerce sites in the world for companies like Nike, Fannie Mae, Univision, and USA Today. At Avolent, he helped develop e-billing software to streamline customer interactions for companies such as Dell, Office Depot, and Xerox. He also founded 4charity.com (sold to Innovaware) to develop technology to assist non-profit companies in online fundraising. Scott is on the Board of Advisors for Reactrix and Coverity. Scott holds a B.S. from the University of Oregon, and an M.B.A. from Stanford University. Dan Flanegan, Mobile Marketing Evangelist, Air2Web: Dan Flanegan is a Mobile Marketing Evangelist and Business Consultant for Air2Web, the preferred mobile marketing company connecting consumers with brands via their mobile devices. Flanegan also serves as the CEO of Brand Anywhere, a mobile marketing and advertising consultancy that provides strategy, vendor selection and campaign management for brands and agencies. In 2003 Flanegan co-founded Soapbox Mobile, a leading mobile marketing agency and platform provider. While serving as President & CEO of Soapbox, he was responsible for the company's vision, market leadership and mission of helping companies improve customer communication via the mobile channel. While at Soapbox Flanegan created a next generation mobile marketing and CRM platform that has powered the mobile campaigns of numerous brands and media properties including Levis, MobiTV, Guinness, The Vans Warped Tour, Proctor & Gamble, W Hotels, General Motors and many others. Soapbox was acquired by Single Touch Interactive in September, 2007. David S. Klein, Executive Vice President, Centris: A renowned media marketing and research innovator, David is responsible for sales, marketing and client service initiatives for all centris services including its continuous national specialized omnibus study as well as centris MarketViewSM - the industry’s only locally focused market share estimation and forecasting system. Throughout his 20-year career, David has worked extensively within the areas of media and entertainment, focusing on consumer experience in reaction to the changing media landscape. His work has spanned such diverse areas as broadcast television, cable television, MSOs, advanced media applications, internet service providers, web-sites, advertisers and feature films. David has extensive experience applying advanced statistical concepts to research and marketing projects and presenting them in a simple and intuitive way. His experience spans a wide variety of advanced methods including segmentation, key driver analysis, multivariate modeling and CHAID analysis. David graduated from Tufts University majoring in Economics and received his MBA in Marketing and Finance from New York University’s Stern School of Business. David currently sits on the planning committee for the Cable and Telecommunications Association for Marketing (CTAM) Research Conference. Often quoted in industry press, David is a sought-after industry speaker on such topics as media optimization and the future of the new media consumer. Craig McDonald, Chief Operating Officer, Valista: Craig McDonald is Chief Operating Officer at Valista with responsibility for field activities worldwide. Prior to joining Valista, Craig was Senior Director Business Development with iPIN were he led North American sales and business development efforts. Previously, he held senior management positions in the healthcare industry with Healthmark Group and Deleeuw Health where he acted as General Manager for European operations. Craig began his career with IBM as a Marketing Representative. Craig holds a Bachelor of Science in Electrical Engineering (Michigan State University, 1987). Yoav Tzruya, CMO, Exent Technologies: As CMO, Tzruya is in charge of Exent's strategy, marketing, business development and corporate development. With more than 15 years experience in software development and marketing, Tzruya is a recognized industry expert in the fields of broadband value-added services and business support systems. Previously, Tzruya was COO of Exent, in charge of managing Exent's global operations, including sales, marketing, R&D, technical operations and new business development. Earlier, Tzruya fulfilled the position of VP Products & Markets Strategy at Exent, responsible for evaluating potential markets, defining product strategy and roadmaps, and leading strategic business development activities. Tzruya joined Exent in 2003, coming from TeleKnowledge, a billing & customer care software vendor. During his tenure at TeleKnowledge, Tzruya held several executive level positions in the areas of product management, sales, marketing and business development. Previously, Tzruya served 6 years with the Israeli Air Force. Tzruya holds a B.S Computer Science and Mathematics (summa cum laude) and a M.S in Computer Science (summa cum laude) from Tel Aviv University