Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Building Blocks 2008 Tuesday, August 5th 12:30 PM – 1:45 PM Track I: The Advertising & Commerce Platform Hypertargeting: Ad Networks, Ad Serving and Ad Targeting Hundreds of millions of consumers embrace social networks, search engines and every new personalization tool – whether on broadband or mobile – they make possible a hypersensitive relationship with the world of adverting and commerce. With every passing month, advertisers are better able to reach only the targeted consumer who will be most interested, in fact, most receptive, or even appreciative of the information being offered. The newly minted hypertargeted advertising industry is a direct result of the phenomenon of an evolving and more powerful technology platforms – broadband, TV, Cable and Mobile along with a massively involved consumer, which with every click of the mouse and text message, further communicates his and or personal needs and requirements. The advertising industry is entering a new hypertargeted environment and the future will be more than interesting. Richard Alfonsi, Director, Online Sales & Operations, Google, Inc. Stephen McKenna, Vice President, Media & Entertainment, Communications, Media, and Entertainment, Hewlett-Packard Robert Daniel, SVP, Sales and Publisher Dept., ContextWeb Philip Kaplan, founder and President, AdBrite Jon Rosen, Senior Vice President, Web Business Operations, Autobytel Inc. William Ganon, Senior Vice President, Advertising Strategy, GoldSpot Media Scott Cohen, CEO, Dimestore Media, Moderator Stephen McKenna, Vice President, Media & Entertainment Communications, Media, and Entertainment,Hewlett-Packard: Stephen McKenna brings 25-years experience in strategic planning, market analysis, operations management, and mergers and acquisitions to his position of Vice-President, Media & Entertainment in HP’s Communications, Media, and Entertainment business. Prior to joining HP, Mr. McKenna was Executive Vice President, Sales and Marketing, for Ascent Media where he was responsible for strategic marketing and product development across the company, collaborating closely with the three major operating groups, Creative Services, Media Management Services and Network Services, as well as the newly formed Digital Services Group to develop targeted, branded, customized applications for the company’s clients. Previously he held executive positions at BBC Technologies in London, a subsidiary formed to capture opportunities from alternative, non-traditional revenue sources. Prior to BBC Technologies, Mr. McKenna worked at Sun Microsystems where he established the company’s Digital Media Universe conference. Mr. McKenna has also held positions at Digital Equipment Corporation, and 3M Corporation. Robert Daniel, SVP, Sales and Publisher Dept., ContextWeb: Before he joined ContextWeb, creators of the online advertising exchange ADSDAQ, in 2006, Mr. Daniel worked at Advertising.com for over six years, most recently as Director of Strategy. At Advertising.com, he started as an analyst and was promoted numerous times into various sales and sales management positions. Mr. Daniel's team grew revenue by over 1,200% in 4 years and they were instrumental in selling Advertising.com's branding and behavioral suite of products. Prior to his work at Advertising.com, he was a financial analyst at AT&T. Richard Alfonsi, Director, Online Sales & Operations, Google, Inc.: Richard Alfonsi is a Director in Google's Online Sales & Operations unit. Spanning Google's AdWords and AdSense businesses, Richard is responsible for driving advertising revenue and value from Google's new marketing platforms including the Google Content Network, TV Ads, Radio Ads, Print Ads, and Affiliate Marketing. Prior to Google, Richard has held senior roles with a number of venture-backed technology start-ups. He most recently spent four years at Tellme Networks, now a subsidiary of Microsoft, where he served as Vice President of their Enterprise Business Unit. He has also served as VP of Marketing & Business Development at supply-chain software company Velant, and VP of Product Marketing at Internet software and services company Zaplet. Richard spent much of his early career as a management consultant at McKinsey & Company, where he helped clients solve their most critical business problems. Philip Kaplan, founder and President, AdBrite: As founder & president of products for AdBrite, Philip J. Kaplan oversees all product development. Prior to founding AdBrite, Philip founded and sold several businesses, including PK Interactive, software company that developed Web-based applications for clients including Toyota and Mead Paper. Philip’s websites have won awards including Yahoo! and Rolling Stone's Site-of-the-year, #6 in TIME Magazine's "Best of 2000." Previously, Philip held engineering and management roles at Booz-Allen & Hamilton and Think New Ideas. Philip is the bestselling author of F'd Companies, Spectacular Dot-com Flameouts (Simon & Schuster), and serves on the board of Syracuse University’s School of Information Studies. Jon Rosen, Senior Vice President, Web Business Operations, Autobytel Inc.: Jon Rosen is responsible for leading the web business operations for Autobytel’s expanded media efforts, including advertising, search, and syndication. The former head of strategy and business development for AOL’s Search Group, Rosen brings 25 years of senior business development experience and strong expertise in content syndication and forging partnerships to guide his mission of helping transform Autobytel into the industry’s leading online automotive media company. At AOL, Rosen was responsible for launching the company’s web audience Search Marketing initiative, and building the team charged with driving traffic when AOL moved its publishing assets to the open web through AOL.com. Rosen was also responsible for leading strategy, corporate development and new business initiatives for AOL’s Search and Directional Media Group, and developing and overseeing a number of key advertising, content, and technology partnerships. His early responsibility in AOL’s Messaging business group included the development of several large-scale partnerships, including Macromedia, Novell and Apple. Prior to AOL, Rosen served as President of iProspect, one of the industry’s most highly respected search marketing firms. At iProspect, he navigated an ultra-competitive marketplace to take the company from early stage to recognized leading provider of SEO and SEM consulting services for Fortune 500 companies. Following his stewardship of the company during its fastest growth phase, iProspect was purchased by the Aegis Group in 2005. William Ganon, Senior Vice President, Advertising Strategy, GoldSpot Media: As Senior VP, Advertising Strategy, William brings extensive advertising sales management experience to GoldSpot Media. Formally VP of Advertising Revenue and Strategy for QUALCOMM’s MediaFLO division, William established a successful ad sales strategy for the launch of the company’s mobile multicast video product. Previously with QUALCOMM as VP, General Manager for Eurdora products, William led the email division to 34 consecutive profitable months with the help of an advertising sales component supported by dozens of advertisers. Prior to Eurdora, William served as Sales VP in the QIS division, leading BREW worldwide sales efforts to mobile operators and culminating in successful agreements with KTF (South Korea), KDDI (Japan) and Verizon Wireless. Preceding QUALCOMM, William held several executive positions at Newsweek, most recently serving as National Director of Sales Development. William earned a B.A. in Communications from Muskingum College in Ohio and an Executive M.B.A. from the Anderson School at UCLA. Scott Cohen, CEO of Dimestore Media, a company that produces and distributes a syndicated game show on the Internet using TV commercials in a quiz format. Cohen was a founding Partner in the Red Tie Media Group. He has over 30 yrs experience in strategic deal making, negotiation and leadership, playing a major role in developing businesses during the growth of the Internet in the USA and Europe. He has demonstrated success in both corporate and entrepreneurial environments, most recently in media, interactive marketing, and entertainment. As a co-founder and senior level executive, Cohen was critical to the success of two IPO's over the past nine years: 24/7 Media, sold to WPP Advertising Group for $649 million and LivePerson (NASDAQ: LPSN). Cohen is the former President of Game Trust, which sold to Real Networks. Scott has worked with the most senior executives in a variety of leading companies, including AOL, New World Television, MacAndrews & Forbes, Revlon, and Marvel. Cohen earned his MBA in 1988 from the University of Rochester, William Simon School of Business, after ten years in the real estate industry. Cohen currently serves on the Board of Directors for Double Trump, LeadFusion, and Active Response Group.