Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, October 27-30, 2008 Monday, October 27th 3:45 PM – 5:00 PM Track II - Reinventing Advertising 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. Jane Felice, Director, comScore Ken Papagan, President & Chief Strategy Officer, Rentrak Corporation Charley Shoemaker, Director of Video Measurement Products, Nielsen Online Konrad Feldman, co-founder & CEO, Quantcast Levy Cohen, Chief Executive Officer, Collarity, Inc. Ryan Burke, Managing Director, Sales and Business Development, Compete Mark Ghuneim, CEO, Wiredset, Moderato Ken Papagan, President & Chief Strategy Officer, Rentrak Corporation: Mr. Papagan is responsible for incubating, implementing and driving operations of all new business initiatives and setting the strategic direction of Rentrak Corporation, a leader in audience measurement tracking media consumption across numerous distribution platforms including, Theatrical Film, Home Video, On Demand Content, and Advertising. Ken was a founding executive for the start-up of 9 television networks including Nickelodeon, MTV, ON TV, and the JCPenny Shopping Channel – where he was Co-Executive Producer. For the past 10 years, Ken has been primarily focused on Digital Media across all platforms globally working with such clients as AT&T, Broadband, USWest, Bloomberg, Flextech and others. Among his accomplishments at Rentrak are the launches of Retail Essentials and OnDemand Essentials, which is currently aggregating VOD viewer usage data for more than 50% of the VOD, enabled cable universe, including Comcast, Cablevision and others. The service is currently processing overnight On Demand data representing 32 million set top boxes. The service has garnered 42 content providing clients including NBC/Universal, CBS, MTV, Paramount, and Warner Brothers. He is currently developing New Business in On Demand Advertising and Linear Television audience measurement. Charley Shoemaker, Director, Product Management, Nielsen Online: Charley Shoemaker, Director of Product Management at Nielsen Online, is responsible for VideoCensus, the company’s pioneering syndicated online video measurement service. In this role Mr. Shoemaker works closely with the media and advertising industries to define and deliver the research services needed to better understand online video consumption. Mr. Shoemaker has over 15 years of experience in product leadership. Prior to joining Nielsen, he spent several years at Microsoft where he was an early member of Microsoft’s Media Center product team, and with media-focused startups such as Overcast Media, which is focused on the intersection of user-generated content and online video. Mr. Shoemaker completed his graduate work at the Illinois Institute of Technology’s Institute of Design, where he focused on user-centered research as applied to software design and development. He is based in Seattle. Konrad Feldman, co-founder & CEO, Quantcast: Together with Paul Sutter, Konrad co-founded Quantcast in 2006 to transform the approach to audience measurement and advertising delivery through the use of science and scalable computing. Konrad brings more than 12 years of experience in high volume transactional analytics and measurement, pattern recognition and fraud detection. Prior to Quantcast, Konrad co-founded Searchspace (now Fortent) the leading provider of terrorist financing detection and anti-money laundering software to the world's financial services industry. As CEO of Searchspace's North American operation, Konrad led the establishment of the business in the U.S. and its rapid growth to market leader. Konrad was a Research Fellow in the Intelligent Systems Laboratory at University College London and holds a B.Sc. in Computer Science from University College London. He has been featured in the Financial Times, New York Times, New Scientist, CNET, Forbes and numerous financial services periodicals. Levy Cohen, Chief Executive Officer and Founder, Collarity: Levy Cohen has more than 20 years of experience in operations, software development and marketing in high-tech companies. He has founded several successful software companies. Prior to joining Collarity, Levy was CEO of RightOrder, a company that addressed fundamental challenges related to structured and unstructured data for enterprise applications. Levy was also CEO of Licom, a private company that founded and managed high-tech companies in Israel among them one of the early ISPs. Additionally, Levy was president of ISG Israel, part of ISG International Software Group that acquired his earlier company, Hadran. He holds both a bachelor’s degree in computer science and in economics from Bar-Ilan University in Israel. Mark Ghuneim, Chief Executive Officer / Founder, Wiredset and Trendrr: As CEO of Wiredset, Mark Ghuneim is a new media visionary with expertise in social engagement, technology and behavioral trending as well as marketing for music, television and brands. Mark launched Wiredset in 2004 as a futuristic digital agency with the ability to incubate, create and execute all aspects of digital marketing. Recognizing the need for real time actionable data for his clients, Mark oversaw the development of a proprietary online tracking service that allows for unparalleled visibility into user behavior and market intelligence across a myriad of internet categories such as social networks, search engines and video sites. With headquarters in New York City and offices in L.A. and Seattle, Wiredset services top entertainment properties such as HBO, MTV, Bravo, Comedy Central, ESPN, Oxygen, Atom Films, Virgin Records, Universal Music Group, Sony BMG, and leading consumer brands such as Apple, Microsoft, Puma and Armani Exchange. Prior to starting Wiredset, Ghuneim spent 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. Mark 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 nightclub Private Eyes. Ghuneim frequently moderates panels at top industry gatherings and guest lectures at universities such as NYU's Stern and School of Music in New York City and UCLA in Los Angeles. He has worked as a mentor with the Center of Communications. His work in the Information Securtity Space was feature in Time Magazine and cited by the head of the FBI in addressing national infrastructure vulnerabilities. He has worked with NYCLU and ACLU addressing surveillance in public spaces and Ghuneim’s photographs have appeared in publications such as New Musical Express and the British Music Weekly. Known to many online as Mediaeater, Ghuneim reads 10 print newspapers each morning and 100s online each day in his RSS reader. He resides in the tranquil West Village in Manhattan.